摘要

随着我国加入WTO，社会经济迅速发展，全球化不断推进，不同文化背景的人们交流日益频繁， 广告在社会生活中的作用越来越大，广告翻译也显得越来越重要。广告翻译对于推动我国企业应对经济全球化的挑战，开拓国际市场，让中国产品走向世界具有重要而深远的意义。
广告作为一种交流手段，其翻译直接影响到交流的效果。由于文化上的差异，中西方广告的表达方式是各不一样的。一则优秀的广告在原语言和文化背景中是成功的，但如果忽视文化的差异，一字不改地翻译成另一种语言的话，就不一定达到原来的意境，甚至适得其反。
文化差异往往是造成翻译不得体的主要原因。造成文化差异的原因十分复杂，不同文化存在空白和冲突，而从文化差异角度研究广告翻译不仅要综合文化差异的原因，文化空白与冲突，还需要综合广告的特点，目的以及广告与文化的关系等，本文将综合以上各点，结合常用的翻译方法，探求广告翻译的技巧。

关键词： 广告翻译， 文化差异， 翻译技巧

ABSTRACT

China’s entry to WTO, the swift development of social economy and the unceasing improvement of globalization make more accesses to people of different culture communicate with each other. As the bridge in the realm of business, advertisement is playing an increasingly important role in our society, and its translation is getting more attention from scholars and sellers. Advertisements translation plays a significant role in propelling Chinese enterprises prepare themselves in confronting the challenge of globalization, carving out international market and making “made in China” well known.
As a basic form of communication, advertisements translation influences the effect of communication directly. Due to the differences of language and culture, Chinese and western advertisements gain their ends in different ways. A good advertisement may not be successful to the target audience when it is translated, but the ignorance of cultural differences always makes it worse.
Translation problems are caused by cultural differences most of the time. Taking the complex reasons of cultural difference, culture blanks and conflicts barely into consideration is not enough to do the research of advertisement translation in the light of cultural differences, the components, purposes and functions of advertisements, the relationship between advertisements and culture and the usual translation methods must be concerned to finish this research perfectly and completely.

Key Words:  advertisement translation， cultural differences， translation techniques