摘要：

随着经济的发展和社会的进步，公益广告经常出现在报纸、电视、杂志、街道和地铁等地方。进入21世纪以来，经济全球化、科技信息化成为世界的发展潮流，中国与世界各国的联系也日益密切，公益广告已经成为传播信息、提升国际形象、增强社会责任感、赢得国际尊重必不可少的工具，所以公益广告语要被翻译或以双语的方式书写。然而，在不同的文化影响下，我们经常看到公益广告标语被翻译的不得体、不符合表达习惯的现象,在这种情况下，公益广告翻译的中西文化对比研究显得尤为重要。本文内容主要涉及中英公益广告的文化特征和广告语分析,以中西方不同文化背景为切入点，利用功能翻译理论，语言顺应论等理论知识，研究公益广告语的翻译策略，包括修辞、句法、用语等方面。

关键词：公益广告；翻译策略；中西文化；功能目的论

Abstract:

With the development of economic and progress of society, Public Service Advertising (PSA) often appears on the TV, newspapers, magazines, streets subways and so on. In 21st century, the economic globalization and information science and technology have become the development trend of the world. China has established a closer relationship with other countries, PSA has becomes a necessary tool for spreading information, uplifting international image，promoting social responsibility, and earning national honor. However, we often see public service advertising slogans are translated improperly, not conforming to the expression habit. So the comparison of cultural differences on the translation of public service advertising is particularly important. This thesis includes the cultural features and analysis of PSAs, regarding the different culture as the breakthrough point, and take advantage of functional translation theory, and linguistic adaptation theory to study the translation strategy of PSAs, including rhetoric, syntactic, wording and so on.

Key words: Public Service Advertising; translation strategy; Chinese and Western culture; functional translation theory

1.    Introduction
Public Service Advertisement (PSA) is defined as an advertisement that opens to the social public and points at reflecting the reality and delinquent conduct through the short and handy ads and other special techniques of expression to stimulate interest of the public and regulate their behaviors, thus accomplishing the integrity of man and nature’s advertisement development. From the definition of PSA, we can know that there are material differences between PSA and non-commercial advertisement whose purpose is non-profit and serving for public benefit. As a special advertisement, PSA has three features: social benefit, theme’s reality and the performance. PSAs’ pathways are various, and PSAs can achieve their own effect of advertisement.