【正文】 xample, the seller of a jacket brand wants to give more prominence to the jacket’s characteristics and uniqueness and its message goes like “Pity the pickpocket”, which emphasizes its feature of guarding against the theft and its peculiarity in design. The word “pickpocket” belongs to oral language. This advertisement can be translated as “可憐那些‘三只手’吧”(馬芳琴，2011,69). It is an example of vivid and interesting translation. Newly created wordsAdvertising messages may create new words. When dealing with this kind of translation, we need to analyze the wordformation firstly. Since consumers read the newly created words, they will certainly wonder to know the uniqueness of this new product. For example, “The orangemostest drink in the world” can be translated as “世界上最優(yōu)質(zhì)橙汁”, which means it contains the most orange juice and has the highest purity in the world. This advertisement is certain to catch people39。 differences。關(guān)鍵詞： 廣告 特點(diǎn) 差異 語用失誤 翻譯技巧AbstractWith progress in the global economic integration and further development of China’s reform and openingup, advertising translation industry in China develops at an unprecedented speed. On the basis of this hot spot, the research on the advertising translation bees more and more important. It is necessary to have a good knowledge of its features before talking about the advertising translation. As a result, in the first chapter, it mainly analyzes the features of advertisements from the perspectives of both language and culture, which is also a remarkable topic for the moment. However, not every translator can have a good knowledge of its features before dealing with translation. Therefore, in practice, a lot of pragmatic failures have occurred. The second chapter aims at analyzing the reasons behind those pragmatic failures and illustrating some examples of pragmatic failures. When bining with those examples, the thesis can better inform the readers of the importance of language and cultural features of advertisements. The third chapter analyzes the translation skills that are employed in advertising translation from perspectives of both language differences and cultural differences. As is known to us all, mastering those translation skills is very essential for advertising translation.Key words: advertisements。第三章從廣告翻譯的語言差異和文化差異兩個角度分析了廣告翻譯的技巧。然而，并不是所有的譯者都能對廣告的特點(diǎn)有很好的了解，因此在廣告翻譯的實(shí)踐中經(jīng)常會出現(xiàn)一些語用失誤。在研究廣告翻譯之前，充分了解廣告的特點(diǎn)是十分必要的。s The Language of Advertising, which is published in 1985, analyzed the language used in advertising mainly from sociolinguistic perspective. They state Advertising takes many forms, but in most of them, language is of crucial importance. Vestergaard and Schroder discussed both the linguistic forms and their content in written advertisements. They not only talked about the explicit message in advertisements, but also further explore the hidden social motivations implied in the advertisements.In the research process of advertising translation, the author finds that many researchers pay more attention to improve their translation ability to translation the English advertisements. There is no doubt that we can benefit a lot from the successful examples of foreign mercial advertisements. However, with the reform and openingup policy, China has bee the biggest export country in the world. Translators have the responsibility to propagate our excellent products, thus establishing a good national and international image for China.本科生畢業(yè)論文設(shè)計廣告翻譯的語用失誤及翻譯技巧作者姓名： XXX 指導(dǎo)教師： XXX 所在學(xué)院： XXX學(xué)院 專業(yè)（系）： 英語翻譯 班級（屆）： XXXX屆 XXXX 年 5 月 5 日The Pragmatic Failures and Skills of Advertising TranslationBYXXX XXX, TutorA Thesis Submitted to Department ofEnglish Language and Literature in Partial Fulfillment of the Requirements for the Degree of . in English At XXXX UniversityMay 5th, XXXX摘 要隨著全球經(jīng)濟(jì)一體化的加速以及中國對外開放程度的加深，我國的廣告翻譯行業(yè)以前所未有的速度快速發(fā)展起來。s culture is to understand what they mean, while to keep those differences in mind is to express clearly and not to cause misunderstanding or even hurt .By doing this, the munication could be performed smoothly. Richard E. Porter further explained that to make the other understand, surmounting obstacles in terms of culture could be the most demanding task. With a view to realize the successful munication, sometimes enculturation is necessary. In other words, vocabulary and expression patterns with strong distinctive features should be avoided, and explanation is needed when words or concept have no direct equivalents. Ignorance of cultural differences would result in failure in munication. Porter39。掌握這些翻譯技巧是做好廣告翻譯的必要條件。本文的第二章旨在分析這些語用失誤產(chǎn)生的原因并列舉了一些語用失誤的實(shí)例，結(jié)合例子能更清楚地闡明了解廣告語言和文化特點(diǎn)的重要性。在本文的第一章中，筆者分別從語言和文化兩個角度分析了廣告的特點(diǎn)，這也是當(dāng)下一個引人注目的話題?；谶@一熱點(diǎn)，廣告翻譯研究也變得越來越重要了。第三章：分別從語言差異和文化差異兩個角度介紹廣告翻譯經(jīng)常用到的一些翻譯技巧 。方案設(shè)計：第一章：介紹廣告的語言特點(diǎn)和文化特點(diǎn)?！吨袊g》，1994年第5期，3841頁。主要參考文獻(xiàn)Leech. 1981. G. N. Semantics. 2nded. Harmondsworth: Penguin Books，1981.Thomas, Jenny. 1983. Crosscultural Pragmatic Failure. Selected reading for Pragmatic, 1983(2).陳宏薇、李亞丹，新編漢英翻譯教程，上海：上海外語教育出版社，2004。 論文（設(shè)計）的主要內(nèi)容 本文共有三章：第一章介紹廣告的語言特點(diǎn)和文化特點(diǎn)；第二章列舉了廣告翻譯中的語用失誤并分析了造成語用失誤的原因；第三章分別從語言差異和文化差異兩個角度介紹廣告翻譯經(jīng)常用到的一些翻譯技巧 論文（設(shè)計）的基礎(chǔ)條件及研究路線本文的基礎(chǔ)條件是翻譯學(xué)家的一些理論觀點(diǎn)和廣告翻譯的實(shí)例。 本科生畢業(yè)論文（設(shè)計）冊 學(xué)院 XXX學(xué)院 專業(yè) XXXX 班級 XXXX級筆譯班 學(xué)生 XXX 指導(dǎo)教師 XXX XXXX大學(xué)本科畢業(yè)論文（設(shè)計）任務(wù)書編 號： 論文（設(shè)計）題目：廣告翻譯的語用失誤及翻譯技巧 學(xué) 院： XXX學(xué)院 專業(yè)： XXXX 班級：XXX級XX班 學(xué)生姓名： XXX 學(xué)號：XXXX指導(dǎo)教師： XXX 職稱： XX 論文（設(shè)計）研究目標(biāo)及主要任務(wù)本文的研究目標(biāo)是探討中英文廣告的語言差異和文化差異引起的廣告翻譯中的語用失誤及其常用的翻譯技巧。其主要任務(wù)是通過分析中英文廣告的語言差異和文化差異并介紹翻譯技巧，盡量避免翻譯實(shí)踐中的語用失誤，提升譯者廣告翻譯的水平和能力。研究路線是結(jié)合中英文廣告的語言差異和文化差異，描述廣告翻譯中的一些實(shí)際存在的語用失誤，并闡述了常用的廣告翻譯技巧。蔣磊，1994，談商業(yè)廣告的翻譯。計劃進(jìn)度階段起止日期1確定初步論文題目3月16日前2