摘要

广告是一种经济活动，同时也是一种文化交流。广告指的是通过媒体或者其他形式来推销产品或提供服务，来直接或间接的介绍他们的产品或者服务的一种促销手段。随着社会经济的发展。随着国际贸易和跨国公司的高速发展，广告翻译在国际交流中的作用不容忽视。翻译工作者起着举足轻重的作用，同时也面临着由于各国文化与语言差异所带来的各种困难。译者主体性是指作为翻译主体的译者在尊重翻译对象的前提下，为实现翻译目的而在翻译活动找那个表现出来的主观能动性，其基本特征是翻译主体目的性、受动性和创造性本课题拟从译者的主体性意识出发，以大量的实例对广告语言中的文化因素进行分析，进而提出一定的翻译要求和策略处理好广告语中的文化因素，提高译文的质量。

关键词  译者主体性，广告翻译，文化因素，策略

Abstract

Advertisement is an economic activity, it is a cultural communication as well. Advertisement refers to a public promotion of some product or service by various media or other forms to introduce their commodities or services directly or indirectly. With the rapid development of international business and multinational corporations, there is a growing need for efficient international and advertising communication and translation. Translators play a crucial role in applying advertisement language. They are confronted with all kinds of difficulties caused by cultural differences among different countries. Translator’s subjectivity means that every translator has his own subjective intention in translation on the premise of respecting the object of translation. Finality, passivity and creativity are the three basic characteristics of the translator. This essay list abundant examples analyzing cultural factors in the translation of advertisement on the premise of the translators’ subjectivity, and then put forward with requirements and strategy of advertisement translation.

Keywords  translators’ subjectivity, advertisement translation, cultural factors, strategy

1  Introduction
With the development of economic globalization, the cooperation and communication among different countries is more frequent than ever. Foreign products have been flooding into the domestic since China’s reform and opening to the outside world. As the international business develops fast, it promotes the industry of advertisements to flourish intensely, which leads to international advertisement translation in urgent need.