英文广告的文体特征及其翻译策略

The Features of the English Advertisement and Its Translating Strategy

随着我国社会主义市场经济体制改革的深入，商品经济日益繁荣，对外贸易日益昌盛。为了更好地宣传产品、促进出口销售、开拓海外市场，各企业加强了对英文广告的重视，并相应地加大了广告创作的投入力度。与此同时，英语广告也已深入到我国社会生活的各个方面。如何恰当地译出广告英语所承载的信息，实现语码的对等转换，已是摆在进出口商、广告人员及广大消费者面前的一个现实问题。

As the consummating of system of the socialistic market economy, the commodity economy is becoming more and more prosperous as well as the foreign trade. With the purpose of giving publicity to their products, promoting export and expanding overseas market, every enterprise begins to pay more attention to the English advertisement and correspondingly to devote more power to the creation of the advertisement. At the same time, English advertising has already gone deep into social activities in each aspect. This paper analyzes the features of the English advertisements and the strategy on how to translate English advertisements into Chinese.