Abstract

With the rapid development of economic globalization and the deepening of Open-Up and Reform Policy, a large number of Chinese enterprises entered the global market and more foreign companies want to enter Chinese market. Advertisement, as the best way to promote products and to expand domestic and overseas market, embodies a lot of culture connotations. The readers of a translated text should easily understand and appreciate the translation in essentially the same manner as the original readers’ response to the original text. So, the translator should have a thorough understanding of the target language culture.
This thesis analyzes the lexical characteristics and translation skills of advertisements and it may provide help and guidance to the design of advertisements. This thesis consists of three parts. It firstly deals with the introduction of advertisement, followed by its definition, characteristics, function, current situation and further development. Then, it gives lexical analysis of advertisement. Finally, the paper summarizes the translation skills of the advertisement.

Key Words: advertisement; lexical analysis; translation skills

摘  要

随着全球经济一体化的迅速发展和中国改革开放政策的深入，越来越多的中国企业走向国际市场，同样国外企业也希望在中国占有一席之地。广告作为推广商品和扩大国内外市场的最佳方式，包含着丰富的文化内涵。译文读者对译文的反应和原文读者对原文的反应应该一致。因此，每一位译者都要对目的语言的文化背景有详细的了解。
本文从广告语的词汇分析和翻译技巧两方面进行论述，希望能为广告的创作提出一些意见和建议。本文分为三个部分。文章在第一部分介绍了广告的相关知识。包括其定义、特点、功能、现状及未来发展趋势。紧接着作者对广告的词汇进行了分析。然后作者对广告的翻译技巧进行了分析总结。

关键词：广告；词汇分析；翻译技巧