翻译伦理观照下英语广告语的汉译

A Study on English Advertisements Translation Based on Translation Ethics

随着经济发展、文化交融以及国人对国外商品的热衷,英语广告语的汉译变得日益重要。英语广告语有其独特的语言特点,翻译时既要遵循翻译忠实于原文的首要标准,又要考虑受众人群的人文背景、风土人情以及消费习惯等文化差异,从而采取不同翻译方法。本文从翻译伦理观入手,分析英语广告语汉译时应注意的语言、文化和交际层面的差异,认为译者在翻译英语广告语时应保持原语特点,同时无论采用何种翻译方法都不能违背翻译伦理,进而提升英语广告语的汉译质量。

With the further development of economy,the intercultural communication of different cultures,and the enthusiasm for overseas goods,translating English advertisements becomes a research focus. Since English advertisements have unique features,the translators should consider the different consuming habits,customs and cultural backgrounds between Chinese and English people during the translation process under the guideline of translation standards. This paper analyzes the translation of English advertisements based on the translation ethics and finds that translators could take different strategies according to different needs.