【導(dǎo)讀】在現(xiàn)代商業(yè)社會(huì)，廣告隨處可見(jiàn)。去購(gòu)買廣告中宣傳的產(chǎn)品和服務(wù)。盡管已有許多人對(duì)廣告翻譯進(jìn)行了大量的研。究、實(shí)踐，然而該領(lǐng)域卻仍有改進(jìn)的空間。本論文，從語(yǔ)言學(xué)角度，聯(lián)系翻譯學(xué)。連淑能.《英漢對(duì)比研究》.北京:高等教育出版社，2021.濟(jì)全球化的進(jìn)行，各國(guó)產(chǎn)品開(kāi)始在世界范圍內(nèi)流通。推廣都起到了至關(guān)重要的作用。廣告本身作為產(chǎn)品的一種主要促銷手段，其目的。告翻譯應(yīng)當(dāng)采用的理論依據(jù)，不同的學(xué)派持有不同的觀點(diǎn)。廣告功能的特殊性決。告翻譯中，對(duì)等可以達(dá)到三個(gè)層面，即詞匯對(duì)等，句法對(duì)等和修辭對(duì)等。譯，以期能給廣告翻譯帶來(lái)一定專業(yè)、學(xué)術(shù)的指導(dǎo)。

　　

【正文】 lem is very usual and can be found everywhere around us. As an admen, what you pursuit is to let readers know the information of your products exactly and have passion and interest to buy them, so misunderstanding and confusions about your products must have a negative influence on your products。 thus, your advertisement translation must be a failure. Accuracy By the word “accuracy” we mean that the advertising translation should transmit the message of the source language correctly. Otherwise the message would be distorted and would be difficult to realize functional equivalence. The original translation was trying to preserve formal correspondence of the original, therefore， the translation is rigid. The example shows this problemin translating the advertisement “Connecting People. (Nokia)” with the meaning “連接你我 ”, thus, which cannot express the actual quality of the Nokia mobile phone. No matter what kind of cellophanes can achieve at this level and let readers have nothing serious about it, while this translation version “科技以人為本 ”, which can exactly describe the attractive features of this brand. It is the best choice. 3. 3 Conciseness The conciseness of advertising translation demands that the translated version should both be simple and brief, brief in wording and simple in syntax. Since advertising is to face audience with different educational backgrounds。 the use of unmon words, big words and plex sentences will hinder them from quick understanding, thus impossible to stimulate their interest for the products. For example: Source text: “Night of Olay is a special night cream, created to make the most of the magic of the night. It is greaseless and remarkably light to touch, a sheer pleasure on your skin, allowing it to breathe naturally while it absorbs this special nighttime nourishment. Hour after quiet hour all through the night, Night of Olay enhances your skin?s own natural renewal by bathing it in continuous moisture, easing tiny dry wrinkle lines and encouraging the regeneration of softer younger looking skin”. The original translation: “玉蘭油晚霜是一種在夜間使用的特別護(hù)膚霜，能充分發(fā)揮夜間的魔力，不含油脂，輕柔舒適，讓肌膚一面呼吸一面吸收玉蘭油晚霜的特別營(yíng)養(yǎng)。一夜之中，每時(shí)每刻，玉蘭油晚霜是您的肌膚始終保持濕潤(rùn)，增強(qiáng)皮膚的自然再生能力，舒展細(xì)微的皺紋，讓您的皮膚顯得更輕柔，更年輕。 ” Because of always wordforword translation, the translated version seems tedious and difficult to read, thus having greatly ruined its municative functions. The revised version: “玉蘭油晚霜淋漓展現(xiàn)夜間特殊護(hù)理，它清爽無(wú)油，神奇獨(dú)特，令肌膚無(wú)比愉悅，自然暢快呼吸，盡享 Olay 精心滋養(yǎng)。分分秒秒維持肌膚水潤(rùn)細(xì)致，舒展干燥皺紋 ，是肌膚煥發(fā)青春魅力。 ” The concise the content is, the more powerful it is actually and make it easy to let consumers remember all the features of the products. 4. Strategies for Advertisement Translation The main purposes and functions of advertising are to convey message, arouse readers? desires, and persuade them to purchase the modities. The special purpose and functions of advertising decide that advertisement translation is quite different from translation of other types of writing. Therefore, as a special text type, advertisement translation shall satisfy the requirement of promoting functions and unique purpose, aiming at meeting the need of its target readers and adapting to their target languages and culture. To a certain degree, functional equivalence serves to reduce one of the main obstacles occurring in the translation progress, namely, the different culture between the source language and target language. The greater the differences in language and culture, the greater the difficulties in prehension are. That is to say, the less culturespecific a text is, the less need there will be for its structure to be adapted, so it is the main direction and guidance in advertisement translation. Equivalence at Lexical Level In English Advertising, the words and phrases employed are usually simple and short. Its main lexical features can be summarized as the flexible use of adjectives and verbs. First, verbs in English advertisement play an essential role in attracting the reader?s attention and persuading the reader to get action. Moreover, verbs have strong effect of making speech or writing brief and concise. One practical way of translating verbs is to transform them into other parts of speech. By doing so, the translation sounds natural to those native speakers. For an English verb, generally it is used to transforming into a noun. Here are several examples to illustrate this point: “The product is elegant in style and simple to handle. (該產(chǎn)品式樣雅致，操作簡(jiǎn)便 ).” “Our design aims at automatic operation, easy regulation, simple maintenance and high productivity. (我們?cè)O(shè)計(jì)的目的在于自動(dòng)操作，調(diào)節(jié)方便，維護(hù)簡(jiǎn)易，生產(chǎn)率高 ).” Second, adjectives, which are descriptive and full of emotions, can easily arouse the readers? interests and persuade them to know the excellent qualities of a product or service. Therefore, they are also widely applied in advertisement translation. Especially that the use of parative and superlative degrees is highly active in advertising. However, the choice of adjectives is quite different between Chinese and English advertisements. Generally speaking, many Chinese advertisements are used to adopting the strategies of “fourcharacter structure”. The popularity of “fourcharacter phrases” is rooted in the peculiarity of Chinese character. On the contrary, as an alphabetic language, English attaches great importance to syllable and stress rather than rhyme. Besides that, English has strict syntactic structures and fixed lexical form, adding or omitting words will lead to ambiguity in meaning. Due to the differences, under the guidance of the principle of functional equivalence, the English version should be put into the typical Chinese way so as to make the target readers fortable. Accordingly, many adjectives or adjective phra