摘要

在跨国贸易交流的过程中，对企业来说一个符合当地文化习惯的广告语是打入国外市场的先决条件。本论文从广告语的功能、重要性以及语言特点入手，分析广告语翻译目前的现状。接着，从纽马克理论的文本类型说出发，研究广告所属的文本类别。最后，通过纽马克的语义翻译和交际翻译，研究出广告语的翻译方法，例如，直译、意译、増译、套译、増译等。在合适的翻译策略的帮助下，翻译出来的广告语往往能够发展的更好。广告语就像产品的外衣，有吸引力的广告语才能获得消费者的青睐。

关键词：广告标语；纽马克翻译理论；翻译策略

Contents

Abstract I

摘要 II

Introduction 1

1. Background study of advertising slogans 2

1.1 Definition of advertising slogans 2

1.2 Functions and importance of advertising slogans 2

1.3 Linguistic features of advertising slogans 3

1.3.1Novelty 3

1.3.2Brevity 4

1.3.3Emotionality 4

1.4 Current situation of E-C translation of advertising slogans 5

2. Newmark’s translation theory 5

2.1 Definition of Newmark’s translation theory 5

2.2 Classification of Newmark’s translation theory 6

2.2.1 Text type theory 6

2.2.2 Semantic translation and communicative translation 8

3. Translation of advertising slogans with Newmark’s Theory 9

3.1 Translation of advertising slogans with semantic translation strategies 9

3.2 Translation of advertising slogans with communicative translation strategies 11

3.3 Translation of advertising slogans with the combination strategy of semantic and communicative translation 13

Conclusion 15

References 16