【文章內(nèi)容簡介】 ailures 14 The analysis on the causes of the pragmatic failures 16 Pragmatic transfer 16 Semantic differences 17 Differences between Chinese and Western culture 17 Differences of values 17 Different modes of thinking 183. Skills employed in advertising translation 20 Skills employed from the perspective of language differences 20 Literal translation 20 Free translation 20 Skills employed from the perspective of cultural differences 23 Domesticating translation 23 Foreignizing translation 25Conclusion 27Bibliography 28IntroductionWith the progress in the global economic integration and further development of China’s reform and openingup, China’s business exchanges with other countries have been increased. As one way to promote products and stimulate consumption, the advertisement is playing a more and more important role. An excellent advertisement can arouse consumers’ desire to purchase products. Therefore, it contributes to gaining profits for the producer. With the rapid development of global economy, the advertisement is an indispensable part in modern life. We can see advertisements almost everywhere from TV and broadcast to newspapers and magazines. In order to help domestic products achieve a better performance in the global market, advertising translation is being more and more significant.Before dealing with translation, it is essential for translators to have a good knowledge of both source language and target language, the features of advertisements and the background information about the products. Besides, advertising is a mercial behavior which aims at making products more petitive in the market, so employing some relevant translation skills is helpful to achieve this goal. This thesis firstly analyzes the language features of advertisements: lexical features, syntactic features, and rhetoric features. Besides, it introduces the cultural features from the perspectives of both Chinese and English advertisements. Since many translators fail to understand the importance of knowing the language and cultural features, they may make errors in the practice. On the basis of this point, the thesis discusses some pragmatic failures that are caused by the cultural and language differences. As is known to us all, good translation needs skills. So in the next part, the thesis talks about the translation skills that are usually employed in advertising translation from the perspectives of both cultural and language differences. All in all, this thesis gives good expressions to advertisements and to advertising translation. In this way, translators can do better in advertising translation so as to help advertisements achieve better effects in the global market. 1. Features of advertisements Language features of advertisements Lexical features Simple wordsThe words used in advertisements are rich and colorful since the advertisements are a way to spread information. However, its space and time are limited. So in order to be simply understood and quickly accepted by the mass, we usually select simple and clear words when translating the advertisements. The mon nouns, monosyllabic words, simple verbs, and even colloquial expressions are the most frequently used words in translation. For example, the famous sports brand NIKE has a very classic advertising verbal “just do it”, which is translated to “只管去做”(劉楠，2012，69). This kind of translation obeys the rule of briefness and clearness. The words used in this advertisement are very simple and mon. However, they convey the exact meanings to the consumers. This advertisement is simple but stirring, so it succeeds in stimulating consumers’ purchasing desire. The Samsung Electronics uses “Feel the new space” as its advertising message. The word “feel” grips people’s imagination and makes people want to close their eyes to enjoy this wonderful feeling and embrace their beautiful life. We can translate it into “感受新境界”(劉楠，2012，69), which properly express the original meaning. Besides, this kind of concise and prehensive translation can be easily remembered and can inspire people’s rich imagination. We can see “Buy one pair, get one free” in many shopping arcades in foreign countries. This is a typical example of using simple verbs which is usually translated as “買一贈(zèng)一”. AdjectivesUsing a lot of adjectives is also a feature in advertisements since adjectives can properly describe the function and quality of products. Only in this way can we add radiance and charm to the product promotion. In order to promote their new products, sellers will adopt a great number of exaggerated and eulogistic adjectives to embellish their products. Or they will use the parative degree or the superlative degree of adjectives when paring with other products so as to show their strong points and enhance consumers’ purchasing desire. For example, the advertising discourse of a cigarette brand is “Internationally acknowledged to be the finest cigarette in the world”, which is translated into “世界公認(rèn)的最好的香煙”(顧紅兵，2011，32). In this advertisement, the superlative degree of positive adjective “finest” is very attractive. It easily makes consumers believe that this advertisement is a factual statement. Therefore, consumers’ interests in this cigarette can be easily motivated. Personal pronounsTo achieve the best promotion effect, sellers will choose various personal pronouns. The first personal pronouns usually proceed from the perspective of the seller, which makes consumers feel very formal. The second personal pronouns are consumersoriented, which can give consumers a strong sense of participation. The third personal pronouns demonstrate its opinions from the perspective of a third party and describe the product objectively and positively. Therefore, it provides a reference object for the consumers and establishes its creditability indirectly. For example, the advertising message o