【正文】 e most important part of this thesis, in this chapter I will talk about the basic strategies of advertising translation, but first of all I have to write about the character of advertising, then I will present several strategies to translate the adverting. These strategies are as following: literal translation, free translation, adaptive translation, associative transliteration. Key words: advertising, international translation, strategy 摘要 在經濟全球化得今天，廣告作為一種特殊的行業(yè)，在當今社會發(fā)揮著日益重 要的作用。還有什么地方能讓你和你的家人得到如此這般與動物為友的樂趣呢？一整天妙不可言的表演，表演，表演！一切盡在海洋世界。 Comments: this is one of a sea world’s advertisement, depend on using the pound sentences, a vivid describe the people in the sea world playing, funning, and to be kind and love to each other’s, attracting people ing there. Advertising is different from others, you should calculate the expenses, so when you are in limited time and space you should make the advertising as well as possible, so you may use the elliptical sentences, so as to make the sentences short, in advertising English you may omit subject, predicate, object or other things. In addition people may use ma, semicolon, dash noun, ellipsis, question mark, exclamation mark, or other marks apart the message to add the information and marketing effect. Literal Translation Literal translation means to translate literally and to translate word for word, but you should not obey the writer’s meaning. Literal translation is mainly used to deal with some advertisements with simple sentence structures and understandable semantic meanings. That is to say, if translated literally, the target text, can convey both the ―superficial‖ meaning and the essence message of the source text. Actually, there is no lack of such successful authentic examples around. Here are some of the examples of effective translation: examples: what a good time for a good taste of Kent! (鍵牌香煙其味無窮，其樂也無窮 ). After 20 years of daily use, the only thing we had fixed on this Zipo Lighter was the hinge. (席普牌打火機每天使用，二十年后唯一該調換的零件無非是鉸鏈 ). Drive carefully – the life you save may be your own. (安全駕駛 —救人一命即救己 ). Nike, just do it! (耐克，想做就做 ) The above advertisements are all examples of literal translation from English into Chinese. Taking the last example for instance. Nike is a famous brand name that can be seen almost everywhere in China. The source text ―just do it‖ is expressed in a simple sentence to pass on information that people who wear Nike sportswear can do anything they like. Accordingly, when translated into Chinese, the slogan bees ―想做就做 ‖, which equally delivers the information that the original text intends to convey. Besides, the source text is an imperative sentence and the target text preserves this feature as well. Thus, both the source text and the target text make a hit in stimulating customers’ purchasing desire. Where the Chinese language happens to correspond to the English language, the technique of literal transfer can be taken into consideration. Example: 輕如風，柔如云 .(light as breeze, soft as cloud). It is a slogan for clothes. The source text employs a figure of speech to show that this kind of garment is of high quality. It so happens that there is a corresponding phrase ―as… as…‖ in English which expresses exactly the same meaning as the original text. Besides, the appropriate and vivid wording may easily get people thinking of clothes swaying in the wind. Therefore, the translation is a powerful one. Free Translation It means a halfbaked demarcation vaguely meaning it is something different from literal or verbatim translation, neither of which exists。隨著我國社會經濟的迅速發(fā)展，改革開放的進一步深化，以及加入世貿組織已成為事實，大量的外國商品涌入中國市場，中國產品也大量進入到國際市場，各種產品在市場上的競爭越演越烈，而廣告在促進產品銷售和繁榮市場經濟等方面的作用也越來越明顯，廣告翻譯的地位也隨之顯得越來越重要 , 但是現(xiàn)在的廣告翻譯的不足越來越不能滿足市場的要求，特別是中國市場，這將意味著競爭力的不足， 和財富的損失，并且也不能在消費者心中創(chuàng)立產品的良好形象，所以探索廣告的更好翻譯已經成為亟待解決的問題，在這篇論文里我將帶領著大家一起探索廣告翻譯的基本策略。 關鍵詞 ：廣告 ，國際，翻譯 Acknowledgements In writing this thesis, I received so much help and advice from many people that my indebtedness to them is beyond words First and foremost, I owe my tremendous debt of gratitude to my supervisor, teacher Wang Ning, for his warmth and understanding which he has graciously given me. He is always very busy, but when I call him for some problems, he always presents patience and is ready to answer my questions. Sometimes I do not dare to pardon him, because he is so busy, so I start to learn deal the problem by myself, but without his encouragement and guidance in the formation of the outline of thesis as well as the subsequent reshaping of ideas I was still on the way. Then, I would like to thank my classmates, they also give me a lot of advice, and sometimes I would discuss with them, they have pointed out my mistakes and told me what things should be added to this thesis. When I am in the stake they will encourage me and try their best to help me from these points I was deeply touched, they give me courage and confidence, inspiring me to bridge over difficulties. In addition, I also do not fet to thank my family, they support me every minute. They are the bay for my leisure. Contents Abstract ............................................................................................................................................ i 摘 要 …… .................................................................................................................................... iii Acknowledgements ........................................................................................................................ iv Contents .......................................................................................................................................... v Chapter 1 Introduction ................................