浅析广告翻译中的“忠实”与“叛逆”

Brief Analysis of “Faithfulness” and “Creative Treason” in Advertising Translation

译者在进行广告翻译时,需把握好"忠实"与"叛逆"的度,做到二者的平衡,既不能逐字死译,也不能胡译乱译,随意发挥译者主体性,不受约束。本文拟从广告翻译的具体实践中,探讨其翻译策略,为以后相关的研究提供一定参考。

In the advertising translation, translators should keep good balance between the translation strategy of 'faithfulness' and 'creative treason'.Neither word-for-word translation nor random translation is allowed. What's more, translators shouldn't play their subjectivity randomly and be uninhibited. This paper will discuss translation strategies of advertising translation from practice to provide certain reference for later relevant research.