摘要
商业广告及招牌名称翻译是一种商业活动，受到营销战略、商业规律、商业法规、和文化障碍的制约，并有极强的目的性，因而更趋向于再造一条商业广告或再造一个品牌。因此此等翻译不能采取常规意义的等效理论进行。本文对其中翻译技巧做一番粗略的评述。
Translation of ads and brand names,one of commercial activities,is restricted so much by market strategies,business laws and regulations and cultural barriers.Therefore,in practice it is more like creating a new advertising text or a new brand name than conventional translation.This pa- per aims at commenting roughly on this kind of translating skills.
