商业广告翻译漫谈  

What is Commercial Advertising Translation About

作　　者：王冬梅[1] 

机构地区：[1]江苏技术师范学院外国语言文学系,江苏常州213001

出　　处：《江苏技术师范学院学报》2005年第1期77-80,共4页Journal of Jiangsu Teachers University of Technology

摘　　要：近年来随着中国经济的迅速发展,商业广告的翻译在信息传播活动中的作用十分重要。现有的翻译原则如“忠实”与“通顺”等不能够确保商业广告翻译的质量,因为商业广告的翻译有其自身的艺术特色,译者应有翻译的敏感度,翻译时要体现出灵活性以及文字搭配的创造性和想象力。本文理论联系实际,就目前商业广告翻译的现状及应注意的一些问题进行广泛地探讨,提出一些见解。With the rapid development of economy of China in recent years,commerc ial advertising translation plays an increasingly important role in spreading of information. No current translation principles like'faithfulness' and 'coherenc e' can guarantee the good quality of commercial advertising translation. Commerc ial advertising translation should be regarded as a featured translation that de mands translator′s translation sensitivity, flexibility and the capacity to dem onstrate creativeness and imaginativeness in word collocation. Combining theory and practice, this paper presents the authors views on the present state and pro blems of translating commercial advertisements.

关 键 词：商业广告 翻译 灵活性 创造性 

分 类 号：J524.3[艺术—艺术设计] H315[语言文字—英语]