摘  要

随着商品经济的发展,广告已渗透到生活的方方面面。其特殊的单向、延时交流方式，使得它具有独特的语言魅力。博大精深的语言文化的活用引起强劲的心理共鸣，同时带动消费者的购买力，实现其语言目的。广告活动不仅是一种活动，也是一种文化传播。在利用广告词的翻译方面，翻译者扮演着一个重要的角色，同时也面临着由不同国家和语言带来的各种各样的困难。因此，中国的广告英语翻译变得越来越重要。根据广告语的特点，社会文化与翻译的一些技巧需要被人们更多的关注。本文采用现实生活中的一些典型的英语广告,并结合英语广告的特点来浅谈一下中文广告在英语翻译中存在的一些问题,并以实例浅析一下中文广告中各种翻译技巧的巧妙运用。

关键词：广告语；社会文化；广告活动；翻译技巧
 
Abstract

With the development of commodity economy, the advertisement has been permeated in to every aspect of our daily life. The special single and delayed ways of communication make the advertisement present the specific language glamour. The profound language culture drives the consumers’ purchasing power, and meanwhile realize its purpose of language. Advertising activity is not only a kind of activity, but also a kind of culture communication. In the aspect of using advertising words, the translator plays an important role on it. At the same time, they face all kinds of difficulties that are brought by different countries and languages. Therefore, advertising translation has become more and more important in China. According to the characteristics of advertising language, the social culture and some skills of translation need more attention by people. This paper adopts some typical English advertisements in real life and combines with the characteristics of English advertisements to briefly discuss some problems that exist in the Chinese advertisement in English translation. The paper also analyses with practical examples of the Chinese advertisements which use various kinds of translation skills flexibly.

Key words: advertising language；social culture；advertising activity；translation skills

1 Introduction
1.1 Background
With the deepening of the international division and the enhancement of developing and global economic integration trend, more and more international circulation of commodities are growing, every country is promoting the national goods competitively in order to adapt to the world market. An important promoting way among them is to use the advertisement introducing the national products and popularize the reputation of the manufacture to the world. In China, because of the continuous development and improvement of market-oriented economic system, the international advertising institution grows vigorously.