论英语广告的翻译策略

商业广告在现实生活中比比皆是,它的翻译是一种商业活动,受到营销战略、商业规律、商业法规和文化障碍的制约,并有极强的目的性,因而更趋向于再造一条商业广告或再造一个品牌。英语广告的翻译可以根据语言经济学原理和德国学者汉斯.J.维米尔的＂目的论＂观点而获得较佳策略。

ON THE TRANSLATION STRATEGIES OF ENGLISH ADVERTISEMENTS

The language in English advertisements has its own styles and features,and its translation is in essence a commercial activity.The work is restricted so much by the product＇s marketing strategies,the market conditions,laws and regulations concerned,and cultural barriers in the target market countries that in practice the translation of ads is more like creating a new advertising text or a new shop/brand name than conventional translating.The author＇s opinion is that the translation strategies can be obtained under the guidance of the theory of Vermeer＇s-teleology and language economics.