广告的英汉互译原则

On the Translation Principles of English and Chinese Advertisements

广告翻译不仅要求在语言转换过程中准确达意,还须在保留广告基本功能的同时,进行成功的文化信息传递。国内的广告在英汉互译实践中,仍然存在不少问题,本文在对这些问题进行分类分析的同时,结合前人的研究成果探讨了广告翻译的原则。

The translation of advertisement is to meet not only the need of functional equivalence but also the need of successful cultural communication. There are quite a few problems in the translation practice of both English and Chinese advertisements. Based on the classification and analysis of these problems, the author discusses the translation principles of advertisements.