【導讀】本文從東西方文化差異的角度，探討我國英漢廣告的翻譯。本文旨在提高涉外廣告的翻譯質(zhì)。量和譯文的宣傳效果，從而更加有效地推動中國經(jīng)濟的發(fā)展。注意的幾個問題，總結(jié)了廣告翻譯的規(guī)律和技巧。提出了英漢廣告翻譯不應拘泥于忠實，而。應服務于產(chǎn)品銷售。產(chǎn)品特點緊密結(jié)合。

　　

【正文】 f it is translated into English directly, I‘m afraid it will not leave favorable impression. Because Americans hold that everyone is equal, and they advocate freedom and individualism. The terms ―默默奉獻 ‖ will make them have a relevance, that is: Lose one and follow blindly other people. This behavior isn‘t advocated in American culture, and it runs counter to the spirits of humanitarianism and liberalism. From this example we can find that different culture decides different sense of value. So the contents and expressing ways of ads are also changed with different sense of value. Translating Skills of EnglishChinese Advertisement Translation Advertisement language is concise, vivid, vigorous, and pregnant with meaning. Advertisement translation must express meaning exactly, not apply explanation in the dictionary mechanically. Therefore, translating ads can bring forth new ideas flexibly。 above all, it must accord with the conditions of other countries, to make customers pleased to accept the information of the product. The target language must be equal to source language in semantics, social culture, style and pragmatics. The translation needs not only transmit the information of the original text faithfully and precisely, but also conform to the features of advertisement language. That will achieve the effect of source ads, and can gain ideal economic benefit. A. Literal Translation Translators can apply some words or expressions which are corresponding to the target language. That‘s to say, on the basis of not going against expressing way of the target language and psychology of the target consumers, the target language should reserve the form of the source language, including metaphor, image and features of the nation, . 典雅大方 (elegant and graceful), 汰漬到，污垢逃 (Tide‘s in, dirt‘s out), 安全可靠 (safe and stable). These translations not only have the language feature of Chinese adsfour characters, symmetry, but also not go against the custom of English ads. B. Liberal Translation In order to transmit the message of source ads more exactly, translators may make proper variation, adjust the structure, and translate it in the ways of explanations, plement, and corresponding replacement. For example, there is a kind of mobile phone whose trademark is ―波導 ‖. When introduced to other countries, it‘s translated into ―Bird‖, which makes people remember flexible and brisk birds。 naturally, they will think this mobile phone must be convenient and speedy to use. Another example, ―收費廁所 ‖ is translated into ―toilet of collecting money‖, foreign tourists feel obscure after seeing it, because ―Collect Money‖ has the meaning of contribution in English. It should be translated into ―Pay Toilet‖, in order to attain equivalent pragmatics. Due to the cultural differences between China and other countries, literal translation isn‘t suitable in many cases, even unable to translate literally. If those ads are translated literally reluctantly, neither express message of source ads exactly, nor reach the expected translation goal. Even it‘s possible to end up with a blunder. Under these circumstances, liberal translation is able to have the effect of expressing message precisely. C. Translation of Parody Parody is to translate Chinese ads by applying inherent English models, on the basis of not destroying the source ads‘ effect. If a translator can imitate ingeniously corresponding English syntax and structures, as well as expressing ways when translating ads, it can make the target language accord with the psychology of consumers, respect cultural tradition and language expressing ways of the receivers, and keep the image of products. Moreover, translators can imitate successful English ads and English verses, as well as English proverbs. 百聞不如一嘗 . Tasting is believing. This translation imitates an English idiom: ―Seeing is believing‖. People in Englishspeaking countries must be familiar with this idiom, so applying this idiom can make them learn about this product well. Only changing a word, the effect is still similar to source ad. 寧可食無肉，不可居無竹葉清。 Better a dinner where there Zhu Yeqing sprit is, than a stalled ox and Zhu Yeqing without. This translation imitates an English proverb: ―better a dinner of herbs where love is, than a stalled ox and hatred there with‖. It replaces love with wine (Zhu Yeqing) ingeniously, which makes this translated text be rich in influence, meanwhile plays up the glamour and function of the wine (Zhu Yeqing). A cigarette‘s advertisement slogan: To smoke or not to smoke, that is a question. This slogan which imitates Shakespeare‘s wellknown phrase: ―To be or not to be, that is a question‖. These ads apply inherent English idioms, proverbs, verses, which the westerners are very familiar with. This kind of translation will make the target consumers feel kind, and advertisement slogans concise, prehensive, and known to all. Above all, it conforms to psychology of the target consumers. This kind of translation not only transmits connotation of source ads, but also strengthens the ads‘ influence. Meanwhile, it will be beneficial for crosscultural munication. At present, EnglishChinese ads emerge new trend: Global ads into Global ads. Translators must pay attention to bining the native culture in their translation. The reason is, only if culture belongs to the nation, it belongs to the world. In regard to above three kinds of translations, I think that liberal translation and translation are often used in crosscultural advertisement translation. The two ways can pass on cultural information. Conclusion Due to the rapid development of globalization, more and more domestic products need to enter the EnglishChinese market. However, few foreigners master Chinese, they even hardly learn about profound Chinese cultur