汉英广告翻译的策略与方法

商业广告以促销作为存在的唯一目的。译者在汉语商业广告英译时应当以“功能相似 ,效果相当”为标准 ,根据“强化功能、突出效果、大胆创新”的策略原则 ,使用“删、留、补、掉”四种方法 ,灵活机动地对原文进行大刀阔斧的调整 ,使其符合西方消费者的口味和购买心理 ,以实现最佳的促销效果

Strategies and Techniques in Translating Chinese Advertisements into English

The main objective of advertisement is to promote sales.Therefore,in the process of translating Chinese advertisement into English,translators should take the principles of “similarity in function,correspondence in effect”.With the strategies of “strengthening functions,highlighting effects and bold initiative” and the 4 techniques of “cutting”,“save”,“amplification”and “adjustment”,translators could make the target texts suit the English readers’ taste and thus achieve the effect of promoting sales.