陈娜最后论文.docVIP

论 文 专 用 纸 ……………………. ………………. ………………… A Study of the Techniques of Advertisement Translation Author: CHEN Na Supervisor: LI Zhiling Professor (College of Foreign Languages, Shandong Agricultural University, Tai’an 271018) Abstract: In the modern commercial society of ours, advertisement has permeated into every aspect of people’s daily life. Though they are of different varieties, they own the same characteristics in that their functions are to persuade people to buy the commodities they promote. Thus, the form, language and content of the advertisement must be attractive, popular and impressive. However, due to the differences in language and culture, an excellent advertisement is perhaps not very successful to other nation in another language. If translated into the target language in a word-to-word way, we will not reach the original effect, but turn to an even worse situation. To assure that the translation version is as expressive and persuasive as the original version, the translator should abide by the following three principles: aesthetic principle, value principle and cultural principle. In this paper, the author will, firstly, expound the aesthetic principle through explaining beauty in brevity, pronunciation, wording and phrasing in trademark translation, and beauty in rhetoric methods used in the headline of advertisements. Secondly, stress value principle by explaining the social functions of advertisements. Thirdly, clarify the cultural principle by analyzing cultural image transfer in advertisement translation and national favorites and taboos. At last, draw a conclusion that advertisement is a trans-nation and trans-culture activity, the translator should possess innovation to enable advertisements to be the real carrier of culture and service. Keywords: advertisement translation; aesthetic principle; value principle; cultural principle 广告翻译中的技巧初探 摘要：现代社会中，广告已经渗透到人们生活的各个方面，尽管广告的种类不同，它们却有着共同的特点，即它们的功能都是为了说服人们购买正在推出的产品。为此，广告的形式，语言，内容必须