【正文】 廣告語(yǔ)英漢翻譯策略探究 On EnglishChinese Translation of Advertising Slogans 摘要 進(jìn)入二十一世紀(jì)以來(lái)，由于我國(guó)改革開放的不斷深化、加入 WTO 和全球經(jīng)濟(jì)一體化等諸多因素影響，越來(lái)越多的外國(guó)跨國(guó)公司進(jìn)入中國(guó)，開展業(yè)務(wù)。由于英語(yǔ)這一國(guó)際通用語(yǔ)言的影響力，再加上企業(yè)的形象戰(zhàn)略和品牌建設(shè)需要，以及跨國(guó)公司的廣告語(yǔ)在全球范圍內(nèi)具有相對(duì)的統(tǒng)一性這個(gè)顯著特點(diǎn) ,大部分跨國(guó)公司的原廣告語(yǔ)為英語(yǔ)。為了更好地適應(yīng)當(dāng)?shù)厥鼙姷奈幕?xí)慣，打破語(yǔ)言壁壘，更好地促進(jìn)企業(yè)的商務(wù)業(yè)績(jī)，做 好廣告語(yǔ)的中文翻譯和本地化無(wú)疑具有十分重要的意義和價(jià)值。 本文試圖通過(guò)精心搜集的三十二個(gè)世界知名跨國(guó)公司的英語(yǔ)廣告語(yǔ)及其中文翻譯實(shí)例，來(lái)揭示實(shí)踐操作中英語(yǔ)廣告語(yǔ)翻譯的現(xiàn)狀、基本策略和技巧。 通過(guò)調(diào)研和系統(tǒng)化地分析總結(jié)，作者發(fā)現(xiàn)，英語(yǔ)廣告語(yǔ)翻譯大體上可以分為三類，一類是直譯，一類是意譯，一類是增譯。同時(shí)，英語(yǔ)廣告語(yǔ)在句法、詞法和一些修辭手段的運(yùn)用上都與其他英語(yǔ)文體有較大地區(qū)別。這就要求從事英語(yǔ)廣告語(yǔ)翻譯的相關(guān)人士，在工作過(guò)程中要重視英中兩種語(yǔ)言及其所屬的歷史文化上的差異，使得翻譯前后的作品基本達(dá)到等效的結(jié)果。 由于搜集的實(shí)例數(shù)量有限，以及官方廣告語(yǔ)正式翻譯資源的相對(duì)匱乏，加之一些知名企業(yè)將其英文廣告語(yǔ)直接導(dǎo)入目標(biāo)市場(chǎng)，可能導(dǎo)致結(jié)論出現(xiàn)缺陷和不足。所以，本文只是對(duì)英語(yǔ)廣告語(yǔ)翻譯的一次嘗試，希望在以后的學(xué)習(xí)進(jìn)程中進(jìn)行更為深刻地研究。 從另外一個(gè)角度來(lái)說(shuō)，作者還期望此文能對(duì)越來(lái)越多的我國(guó)企業(yè)走出國(guó)門進(jìn)行國(guó)際營(yíng)銷時(shí)，對(duì)其中文廣告語(yǔ)的英文翻譯提供一定的參考價(jià)值。 關(guān)鍵詞： 廣告語(yǔ)；英漢翻譯；現(xiàn)狀；策略 Abstract With the further development of China’s revolution and openingup and China’s entry into WTO, more and more foreign multinational corporations (MNC) have entered Chinese market to set up their business. Most MNC’s original advertising slogans are in English for the reason that English is the dominating language internationally. Besides, their slogans are consistent in global market to meet the requirement of MNCs’ identity strategy and brand building policy. However, for Chinese local target consumers’ better awareness of the brand key message and promotion of pany business, it is absolutely necessary to translate and localize the English slogans into Chinese. This paper examines 32 representative English advertising slogans of world famous brands and their corresponding translated Chinese versions. Based on this, the paper tries to explore the strategies and techniques of the EC advertising slogans translation. Through the research result, we could infer how some basic translation strategies applied, people’s mon practices and some unique features in advertisement slogan translation. The author finds out that EC advertising slogans translation could be categorized into three groups: literal translation, free translation and meaningadd translation. Besides, English advertising slogans are much different from other texts in syntax, morphology and rhetoric. To make sure translation results carries same meanings with the original ones, the person working on English advertising slogans translation should pay attention to the cultural difference. The weakness of this research lie in that samples collected may not be adequate and typical enough due to the resource for official slogan translation is limited plus some famous panies adopt the English original directly even in a foreign market. The author hopes based on his attempt, more investigation would be carried out in this area in the future study. Meanwhile the researcher also hopes this research would be viewed as reference when we translate Chinese advertising slogans into English for national panies’ global marketing. Key words： Advertising Slogan。 EC Translation。 Strategies Table of contents Pages 1. Introduction Research Backgroud Research Objective Project Design 1 1 2 2 2. Rationale Definition of Advertising Slogan The linguistic features of English Advertising Slogan Morphology in English Advertising slogan Syntax in English Advertising Slogan Rhetorical Devices in English Advertising slogan Translation Principles Translation Strategies 2 2 3 3 3 4 4 5 3. Description of the Data 6 4. Data Analysis Anlysis of the Two Language Versions Three Main Translation Methods The Other Unique Translation Ways in Chinese Culture Summary 6 6 6 7 7 5. Results and Suggestions 9 Results Some Common Skills The Unique Features of Advertising Slogans Translation Suggestions on the Use of Translating Strategies 9 10 10 10 6. Conclusion 10 Bibliography 12 Appendix: 13 1 On EnglishChinese Translation of Advertising Slogans 1. Introduction Research Background Why advertisement? The modern advertisement that originated in western countries undoubtedly has great inf