浅议广告翻译中的对等原则

On Principle of Equivalence in Advertisement Translation

在翻译实践过程中,了解原语与目标语之间的差异至关重要。翻译的成败直接关系到广告的商业目的能否得到实现,即使受众购买产品或选择服务。对等是翻译的重要基础。在广告翻译中,其主要表现为语义、文体和文化等层面的对等。这不仅有利于提高语言研究者对广告的理解和欣赏水平,而且通过提供更多的文化背景知识帮助国内的国际广告创作人员获得更多的文化经验并创作出更成功和具有美学价值的作品。

It is crucial to learn the difference between original language and target language in the process of translation practice. Whether the commercial purpose .can be achieved or not is determined by the quality of translation, that is, to make the acceptors take the action of buying or accepting some certain services. . Translation practice should be built on the basis of equivalence, which can be classified into three levels： semantics, style and culture. This can help raise the researchers＇ understanding and appreciation of advertisement language; offering more culture background knowledge to help understand advertising language and to obtain more cultural experience for creation.