英语广告翻译研究（英语论文）

PAGE英语广告翻译研究ATentativeStudyontheTranslationofEnglishAdvertisements论文摘要当今世界，“地球村”的概念变得越来越被人们接受，随之而来的是经济全球化。在此大背景下，中国与世界各国的商品交流也更加广泛,与之而来的是国际广告的重要性日益增加。国际广告是跨国界、跨文化的商品营销的宣传形式，所以它面临的不单是语言的转换问题;如果只简单地把成功的广告翻译成进口国文字直接搬出去，结果往往是不好的，因为国际广告与国内广告相比要面临文化背景等多方面差异问题。因此，必须着重研究国际广告的翻译，以适应国际间贸易交流发展的需要。在随后的部分中，作者会从相关书籍里援引42个例子，来着重研究国际广告中英语广告的翻译方法。作者首先会给出广告的定义，广告的种类，然后论述广告的语言特点；同时作者还会从文化背景等方面分析英语广告的特点；随后，作者从理论上简述了英语广告的翻译技巧，然后对选出的例子进行详细的分析，在此基础上对英语广告的翻译技巧提出建议。作者试图发现英语广告的翻译技巧，但是由于这个领域的复杂性和作者知识的局限，研究还会有许多需要改进的地方。因此，作者真诚希望更多的译者能够关注并参与到这个项目的研究中。在作者今后的翻译职业生涯中，掌握英语广告的翻译肯定会有十分重要的意义，这不仅是成为一个合格翻译的基本能力，而且还会提高作者的翻译质量。关键词：英语广告翻译技巧

AbstractNowadays,“Globalvillage”hasbecomecommonsensetomoreandmorepeople,andasaconsequence,economyglobalizationhasbeenthroughoutthewholeworld.Underthiscircumstance,Chinahasmoreandmoremerchandiseexchangewithforeigncountries.Thus,internationaltradearebecomingmoreimportantthanever,asaresultinternationaladvertisementsarealsobecomingmoreimportant.Internationaladvertisements,asthesalespromotionmethodwhicharecross-nationalboundatiesandcross-culture,arefacingnotmerelyexchangeoflanguage.Iftheadvertisementsaremerelyexchangeintothelanguageofimportcountry,normallybetterresultcannotbegot.Thatisbecausecomparedwithdomesticadvertisements,internationaladvertisementswillhavetofacethedifferencesuchasculturebackgroundetc..Somoreattentionmustbepaidtothestudyofinternationaladvertisementstranslationtomeettherequirementofthedevelopmentofinternationaltrade.Inthefollowingsectiontheauthorwillcite42examplesfromrelatedbookstostudythetranslationofEnglishadvertisements.Theauthorwillfirstgivethedefinitionofadvertisement,typesofadvertisements,andthentheauthorwillanalysethelinguisticcharacteristicsofEnglishadvertisements,andatthesametimetheauthorwillanalysethecharacteristicsofEnglishadvertisementsfromcultureperspective;theauthorthengivesbriefintroductionoftranslationskillsofEnglishadvertisementstheoretically.Theauthorwillgivedetailedanalysisoftheexamples.Basedonthis,theauthorwillgivesuggestiononthetranslationskillsofEnglishadvertisements.TheauthortriestodisclosesometranslationskillsofEnglishadvertisements,howeverasthefactofcomplexityofthisissueandlimitationoftheknowledgeoftheauthor,stillthereisroomforimprovement.Therefore,theauthorsincerelyhopesmoretranslatorscanpayattentionandcontributetothisissue.Fortheauthor’sfuturetranslatingpractice,itwillhavesignificantmeaningtograspthetranslationskillsofEnglishadvertisements.ToknowthetranslationskillsofEnglishadvertisementsisessentialabilitytobeaqualifiedtranslator.Needlesstosayitwillimprovethequalityoftheauthor’stranslationwork.Keywords:EnglishadvertisementstranslationskillsTableofContentsPages1.Introduction………………….………..ProjectBackground………….1.2ProjectObjectives……………1.3ProjectDesign…………………….……………12221.1…………2.Rationale………………..DefinitionofAdvertisement……………………TypesofAdvertisements……………………..Commercialadvertisement…………………2.2.2Commonwealadvertisement……………….LinguisticCharacteristicsofEnglishAdvertisements….2.3.1LexicalcharacteristicsofEnglishadvertisements…….2.3.2GrammaticalcharacteristicsofEnglishadvertisements……………...2.3.3RhetoriccharacteristicsofEnglishadvertisements…..2.4ObjectiveorFunctionofAdvertisements…….2.5CulturalFactorintheTranslationofEnglishAdvertisements……………2.5.1Psychologyfactor…………….2.5.2Valuesfactor………………….2.5.3Modeofthinkingfactor……………………2.5.4Ageandcharacterfactor………………….2.5.5Otherfactors………………….2.6BriefReviewontheTranslationSkillsofEnglishAdvertisements………333334457991010101111113.DataDescription……………..………BriefIntroductionoftheData……………..StandardoftheData-selection……………1414154.DataAnalysis………...4.1LiteralTranslation…………………4.2FreeTranslation……………………4.3Transliteration………………………4.4Four-wordPhrase………………….4.5CombinationofTransliteration&Freetranslation…………..4.6ParodyorImitation………………4.7CombinationofLiteralTranslation&Freetranslation……...15161721212222235.ResultsandSuggestions5.1Results……………………….………5.2Suggestions………..……………….2323266.Conclusion……………..27Bibliography………………29Appendix……………………30PAGE42ATentativeStudyontheTranslationofEnglishAdvertisementsIntroductionWhentalkingaboutadvertisements,peoplecanfeelthemeverywhere.Yes,fromancienttimes,theyhavealreadyexisted,whereverintheeasternorwesterncountries.Today,asthedevelopmentoftheeconomy,alsoastheenrichmentofmeansofmediaspreadsuchasTV,internetetc.,advertisementshaveseepedintoeverycorneroftheworld.Sincethetouchoftranslation,theadvertisementstranslationhasdrawntheattentionoftheauthor.Goodtranslationwillattractthepotentialcustomers,onthecontrary,inappropriatetranslationwillleadtobigproblem.Aswellknownbythepeople,akindofbatterymadeinChinaiscalled“白象”，accordingtofreetranslation,itistranslatedinto“whiteelephant”,itisnomistakegrammatically,butthetranslatoroverlookedtheculturalbackground,“awhiteelephant”isanidominwesterncountries,means“heavyburden”or“somethingbigbutuseless”.Theresultofmarketbehaviorofthebatteryinwesterncountriescanbeimaged.Incontrasttothis,thetranslationofthedrink–“Sprite”.Originalmeaingof“sprite”isa“pixy”whichseemstoourChinesesomethingevil,ifstilladoptingmeaningimplicationorfreetranslation,itperhapswillbenotacceptedbytheChinesecustomers.Thetranslatorisverycleverandadoptstransliteration,anditistranslatedinto“雪碧”.Onseeingthis,Chinesecustomerswillfeelverycoolandcomfortable,andthemarketperformanceof“Sprite”hasalreadybeenwitnessed.Sowithoutanyexaggeration,thetranslationofadvertimentscanmakeaproductsuccess,orruinit.Thustranslationofadvertisementsisvitalininternationaltrade.Thisisthereasonwhytheauthorwantstocarryouttheresearch.Tomaketheresearchmorespecific,theauthorwillmainlyresearchthetranslationskillsofEnglishadvertisementsbygivedetailedanalysistothecarefully-selectedexamples.ProjectBackgroundToday,withtheeconomicglobalizationandChina’sentryintoWTO,exchangewithforeigncountriesaremoreandmorethanever.Inthemerchandiseexchanges,advertisementsplayanimportantrole.WhenforgienproductsenterintoChina,theremustbeadvertisementsaccordingly.Asapartofinternationaladvertisementstranslation,tostudythetranslationofEnglishadvertisementshasverysignificantmeaning.ThetranslatioinofEnglishadvertisementsisvitalinthesalespromotionofrelatedproductstoChina.ThisresearchsuggeststhetranslationskillsofEnglishadvertisementsbygivedetailedanalysisofthecarefully-chosenexamplesandtheirtranslations.1.2ProjectObjectiveTheauthorwillfocusthispaperonthetranslationskillsofEnglishadvertisements.RationaluseoftheskillscanmakeTLreceiptorsaccepttheproductsthroughtranslatedadvertisements.Sobetterunderstandingoftheskillscanimprovethequalityoftranslationinthefuturepracticeoftranslators,thisistheobjectiveofthisresearch.1.3ProjectDesignThispaperconsistsofsixparts.Followingthisintroduction,PartTwogivesdefinitionofadvertisement,linguisticcharacteristicsofEnglishadvertisemens,typesofadvertisements,objectiveorfunctionofadvertisements,culturalfactorinthetranslationofadvertisementes,briefreviewonthetranlationskillsofEnglishadvertisements.PartThreedescribesthedatatobeanalyzedinPartFour.PartFourtriestoanalyzethedataandfindthetranslationskillsofEnglishadvertisements.PartFiveisaboutresultsandsuggestionsonthetranslationskillsofEnglishadvertisementsbasedonPartFour.Thelastpartgivesaconclusiononthewholeresearchpaper.Rationale2.1DefinitionofAdvertisement“Anadvertisementisanannouncementinanewspaper,ontelevision,oronaposteraboutsomethingsuchasaproduct,event,orjobvacancy.”(COLLINSCOBUILDENGLISHDICTIONARY，2000)AmericanMarketingAssociation(AMA)definesadvertisementas“thenon-personalcommunicationofinformationusuallypaidforandusuallypersuativeinnatureaboutproducts,servicesorideasbyindentifiedsponsorsthroughthevariousmedia.”(Tianxing,2016.TheFeaturesofAdvertisingLanguage.RetrievedonMay312017from/english/htm/5273.htm)Autuallyadvertisementcomefromalatinword“Adverture”,itsoriginalmeaningistodrawtheattentionofthepeople,meanstoinform,persuadepeopleordisclosesomething.Inabout1300–1475,itevolvedintoAdvertise.Untiltheendof17thcentury,inmostdevelopedindustrialcountry–UK,accompaniedbythelargescalebusinessactivity,advertisementsarewidelyused.(Lin,2016:2)2.2TypesofAdvertisements:Accordingtocharacter,theadvertisementsaredividedintocommercialadvertisementsandcommonwealadvertisements.(Lin,2016:16)2.2.1CommercialadvertisementsItreferstoadvertisementinproduction,commoditycirculation,servicesectoretc.,topurchaseorpromoteproducts,normallyitwillcollectfees.2.2.2CommonwealadvertisementsItreferstoadvertisement“promotefreeofcharge”someideasorpropositions,conveysomeethnicsvaluestopublictoenchancetheircivilizationstandard.Thegoalisacquiresoundsocialbenefits,insteadofcommercialbenefits.Thispaperisfocusingoncommercialadvertisements,soadvertisementsmentionedinthispaperreferstocommercialadvertisements.2.3LinguisticCharacteristicsofEnglishAdvertisementsAccordingto(Geng,2014:139-145),EnglishadvertisementshavebelowLinguisticCharacteristics:2.3.1LexicalcharacteristicsofEnglishadvertisements1)Adjectivesanditscomparativedegreeandsuperlativedegreearewidelyused.InEnglishAdvertisement,ad-agentsnormallyuseover-exaggeratedwordstodescribethecharacteristicsandqualityoftheproduct,toallurethepurchasedesireofthecustomers,takeanadvertisementofHotelasexample:Yourtripcanalwaysacarefreeexperienceasourmeticulousserviceskeepyoufeelathome.Innovativedécor,well-equippedguestrooms,elegantdiningvenues,attentiveservicesandfriendlysmile…onlywhenyouvisittheWindorscanyoudiscoverhowconsiderateweare!Intheparagraph,8adjectivesareusedtoattractthecustomer.InEnglishadvertisement,adjectivessuchasnew,good,better,best,nice,rich,real,great,extra,delicious,amazing,gorgeous,inexpensive,juicy,rewarding,wonderfuletc.appearmorecontinually.2)Abbreviativewordsarenormallyusedtoshortenthepassageandsavecost.Forexample,décorinabove-mentionedparagraphisabbreviationofdecoration.Theyarenormallyasbelow:abbreviatingfirstletters:i.e.HK=HongKongHR=humanresourceabbreviatingtheendletters:i.e.ad=advertisementadd=addressabbreviatingthevowelletters:i.e.bnfts=benefitshr=hourabbreviativecompoundwords:i.e.asst=assistantbkground=background3)Compoundwordsarelargelyused,themostiscompoundadjective,thestructuresarenormallyasbelow:noun+adjective,i.e.world-famousbrandadjective+noun,i.eshort-terminvestornoun+pastparticiple,i.e.honey-coatedpillsadverb+pastparticiple,i.e.perfectly-texturedcakesnoun+pastparticiple,i.e.cool,thrist-quenchingcucumberadjective+presentparticiple,i.e.thebest-lookingsmallcarintheworld4）Tomakeadvertisementmoreunderstandablefluentandvivid,spokenlanguage,slang,informallanguagearenormallyused:Ismicrowavecookingfast?Youbet!“Youbet!”isinformalEnglish,sameassurelyorcertainly.5)Monosyllabicverbsarewidelyused:InEnglishadvertisements,verbssuchasmake,get,have,see,buy,come,go,know,keep,look,need,loveetc.appearmorefrequently.Practicereallydoesmakeperfect.6)Elegant,formalwordsareusedforslap-upproducts,suchasautomobile,luxuryhoteletc.Thesekindsofwordsaresplendidandelegantandcanbringgreat“shock”topeople.Theiraimisattracttherichercomsuers:AnelegantandmajesticatmosphereawitsyouuponfirstenteringTianHsiangRestaurant.Yourattentionisimmediatelydrawntotheinteriordécorwhichisbothrefinedandluxurious.Therestaurantcomfortablyaccommodates33tablesandthereisampleparkingconvenientlylocatedinthegrounds.Ingeneral,nofixedpatternofusageofwordsinEnglishadvertisements.Inthetranslation,correspondingChinesewordsshouldbeusedtoretainthestyleofSL.Forabbreviativewordsandcompoundwords,duringtranslation,specialattentionshouldbepaidtomakeTLtersebutcleartotransfertheoriginalmeaningofSL.2.3.2GrammaticalcharacteristicsofEnglishadvertisements1)Simplesentenceorspokenlanguagearewidelyusedtomaketheadvertisementmoreimpressive:Hi,myname’sMessyMarvin,IgotthatnamebecausenomatterhowhardItried,myroomandmyclothesalwaysmessy.Butthenoneday,Mombroughthomethick,rich,yummyHershey’sSyrupinthenomesssqueezebottle.AndbeforeIknenit,IwasmakingthebestchocolatemilkI’deverhad.ItisfromakidtodescribeakindofchocolatecalledHershey,anditaccordswiththetoneofakid.2)Abbreviativesentencearenormallyusedtosavelengthoftheparagraphandquickentherhythm:Itisamomentyouplannedfor.Reachedfor.Struggledfor.Along-awaitedmomentofsuccess.Omega,forthisandallyoursignificantmoment.3）Parallelsentencesarenormallyusedtoleavedeeperimpressiontoreader:Toenjoyagoodpicturethesedaysyouneedmorethanagoodscreen.Youneedavideotapedesignedtobringoutthebestinallthevideoequipmentyouowned.Youneedavideotapethatdeliverscrispcolorsandclearsounds.Youneedavideothatlookeverybitasvividonextendedthatitcankeepyourpictureperfectafterhundredsofreplays.Youneedavideotapesotechnologicallyadvancedthatitcankeepyourpictureperfectevenafterhundredsofreplays.Inshort,youneedFujivideotape.Becauseifyouwantimproveyourpicture,allyoureallyhavetodoisimproveyourvideotape.4）Useimperativesentencetopersuadeandincitethecustomer:Now!Saygoodbyetoroughrazors,toughtweezers,hotwax,harshcream,orelectrolysis.HareOffremovesunsightlyhairinseconds.Keepsyourskinlookingsilkysmoothupto8wonderfulweeks!Youwon’tfindaquicker,easier,neaterwaytoenhanceyourbeauty.HaifOffmakesyoufeelmoreelegant,moresensual.Morealive!Morebackifdoesn’t.LETHAIROFFREVEALAMOREBEAUTIFULYOU!5)Negativesentenceareseldomused.Evenused,thefunctionistostressthecharacteristicsoftheproduct:WewouldneversaythenewAudi10isthebestinitsclass.Wedon’thaveto.6）Interrogativesentencesarewidelyusedtoattractattentionandarousecuriosity;disjunctivesentencesareusedtoshowaffirmationindirectly:TheSeikoLadiesQuartzPretty,isn’tit?InthetranslationofEnglishadvertisements,thephraseologicalcharacteristicsmustbetakenintoconsiderationandshowninTL.ForSLandTL,translatorsshouldtryhardtoensuresentencepattern,tense,voicetobeinaccordancewitheachother.ButTLcannotonly“copy”SL.Whennecessary,alterationisneededtomakeTLmoreclearandfluentforthepromotionofmerchandise.2.3.3RhetoriccharacteristicsofEnglishadvertisements1)SimileItcomparesthesimilarityoftwokindsofthings,normallyitusessimpleanddetaileddescriptiontoillustrateabstractandcomplicatedconcept.Featherwater:lightasafeather.2)MetaphorItcomparesbetweentwokindsofdifferentthingstoshowtheirsimilarity.Itnormallyusethethingswhichpeoplearefamiliarwithtocomparethethingswhichpeoplearenotfamiliarwith.TospreadyourwingsinAsiashareourvantagepoint.3)PunItnormallyusesthepolesemyandhononymytoexpressdualmeaning.I’mMoresatisfied.4)PersonificationByusingthiskindofmethod,theobjectisregardedashumanbeing,characteristicsofhumanbeingsuchasemotion,characterandlanguageetc.areenduedtothem.Thisenablestheadvertisementmoreamicabletoconsumers.Arthritisdiscriminatesagainstwomen.5)RepetitionItcanstresscertainpartofthesentence.Dishafterdishafterdish,peopleexpectustobebetter.6)ParallelismandAntithesisItcanmakethesentencemoreorderlyandstressthecharacteriscs,stateandnatureetc.oftheobject.We’lltellyoutheoddsbeforetheyareout.We’llpublishwhatotherpublicationsdarenot.7)RhythmItiscorrespondenceofterminalsoundsofwordsoroflinesofverseandcanmakethesentencemorelikemusic.Hi-Fi,Hi-Fun,Hi-fashion,onlyfromSony.8)HyperboleItisusedtostressthecertaincharacteristicsorexpressthecertainfeelingvividly.Ifitmoves,pumps,turns,drives,shifts,slidesorrolls,wecheckit.Rationaluseofrhetoriccanstrengthentheresultofthelanguageexpressionandmakeadvertisementsmoreattractive.Sointhepractice,variouskindsofrhetoricareusedtodescribetheproductsforpromotion.2.4ObjectiveorFunctionofAdvertisementsTheobjectiveofadvertisements,accordingtoAmericalAdvertisingAssociation,isclassifiedto4steps,“Awareness,Comprehension,Conviction,Action.”(Geng,2014:135).And6Mpricipleofadvertisingplanisforachievingtheobjective,the6MprincipleisMarket,Message,Media,Motion,Measurement,Money.(Shi,2016:109)Thefunctionofadvertisementsisasbelow:1)Itisbridgebetweenenterprises,products,service,andreceivers.2)Itcanreinforcethepersistentimpressionofreceiverstowardenterprises,products,service.3)Itcancreatpublicpraiseeffectthroughtransmition.4)Itcantransmitlong-termideaandexertagradualandimperceptibleinfluenceonthereceivers.5)Well-planedadvertisementscanleavefineimagetoreceivers.(Lin,2016:10)OraccordingtoAmericanMarketingManager’sHandbook,anadvertisementshouldhavefourfunctions:AIDA,whichrepresentsfourwords—Attention,Interest,Desire,Action.1)Attention—agoodadvertisementshouldattracttheconsumertodirecttheirattentiontotheproductofit.2)Interest—theintroductionandpublicityofanadvertisementshouldarouseconsumers’greatinterest.3)Desire—thepublicityofadvertisingshouldstimulateconsumers’desiretobuytheproduct,andmakethemrealizethatthisproductisjustwhattheywant.4)Action—theadvertisingmakesconsumertoresponsetotheadvertisinginformationandevokethemtotaketheactionofpurchasing.(Tianxing,2016.TheFeaturesofAdvertisingLanguage.RetrievedonMay312017from/english/htm/5273.htm)2.5CulturalFactorintheTranslationofEnglishAdvertisementsTalkingaboutthisissue,differentscholarsanalyseitfromtheirownperspective,butbelowfactorsarecommonlyaccepted,theyare:psychologyfactor,valuesfactor,modeofthinkingfactor,(Luo,2016:125)ageandcharacterfactor,otherfactors.(Wang,2016:72)2.5.1PsychologyfactorBecauseofregionallyandhistoricalreason,everynationhastheirownpsychologythatdeep-rootedintheirownculture.SoifwewantTLofadvertisementsspread,wemustletitbeacceptedbythereceptors.TakeMitsubisbiasanexample.WhentheysaletheirnewproducttoAmerica,theyuse“Notallcarscreatedequal.”AlmostallAmericanknowsitcomesfromthefamouswisdom“Allmenarecreatedequal”.BecauseoftheTLisclosetothepsysologyoftheconsumers,theculturalshockofitcanbeimaged.AnotherexampleisitsadvertimentforsalespromotionofitsproducttoChina,theTLis“古有千里马，今有三菱车”.IttellstheChinesecustomersthattheircarisasexcelletas“千里马”.Thankstotheiradvertisementsandtranslation,theyhavebehavedverywellinAmericanandChinesemarkets.2.5.2Valuesfactor:ThedifferenceofvaluesbetweentheEastandWestisthemainbarrierofcross-culturecommunication.IntheWest,individualismisvalued;andintheEast,collectivismisstressed.IntheWest,advertisementssuchas“specialforyou”,“meetyourspecialneeds”canbeseeneverywhere.ButinChina,becausepeoplealwayswanttoactincomformitywiththemajority,sotheadvertisementstrytopersuadecustomerstobuysameproductsbeacuase“everyonesaysitisgood.”.Sointhetranslation,wecanstress“男女老少皆宜or“大家都说好”.2.5.3Modeofthinkingfactor:TherearedifferentmodeofthinkingintheEastandWest.TheTLmustcatertomodeofthinkingofTLreceptors.ThedifferencesisChineseisgoodatintegrativethinking,andwesterner-analysisthinking.SoinChina,theadvertisementsalwaysstressthattheproduct“获得某金奖”or“国宴饮料”.ButintheWest,peoplerespecttheauthorityofthefact.Knowingthedifference,inthetranslation,“价廉物美”or“质量可靠”canbestressed.2.5.4.AgeandcharacterfactorThetranslationshouldconformtotheageandcharacterofthecustomers.Forexample,Cleanclearistranslatedinto“可伶可俐”,anditispopularinyounggirls.Olayistranslatedinto“玉兰油”,anditfoucusonfemaleandfulfilstheirdesireofenjoydressingup.2.5.5Otherfactors:Besidesabove-mentionedfactors,therearealsofactorssuchaslifestyle,customsandreligion,laws,etc.Duetothelimitationofthelength,theoreticalexpositionwillnotbecarriedoutinthispaper.Ingeneral,advertisementstranslationiscomparedto“dancinginshackle”,becauseintranslationofadvertisements,above-mentionedfactorsshouldallbetakenintoconsideration.Onlythatwaycanensurethespreadofadvertisementsandachievethegoalofsalespromotion.2.6BriefReviewontheTranlationSkillsofEnglishAdvertisementsInwesternmoderntranslationtheory,“equivalenteffect”prevails.TherepresentativeofthetheoryisfamousAmericantranslationtheorist–Nida.HisbasicprincipleregardingthetheoryisTLshouldproducethesameeffectamongthereceptorsofTLasSLinthereadersofSL.(Liu,2014:25).AnexplainationfromNidaandTabergivesfurtherexpatiation“Translatingconsistsinreproducinginthereceptorlanguagetheclosestnaturalequivalentofthesource-languagemessage,firstintermsofmeaningandsecondlyintermsofstyle.”(Gu&Lan,2002:29).“Thebesttranslationisonethatdoesnotsoundlikeatranslation”(SunHongyu,2017.ThinkinginEnglish—AnEffectiveMethodinTranslation.RetrievedonJun162017from/General/ShowArticle.asp?ArticleID=6989).Theyalsosteated:Firstofall,itisessentialtorecognizethateachlanguageshasitsowngenius.Thatistosay,eachlanguagehascertaindistinctivecharacteristics…Whentranslating,onemustrespectthefeaturesofthereceptorlanguageandexploititspotentialitiestothegreastestpossibleextent…(Gu&Lan,2002:30).“Equivalenteffect”coversawiderange,mainlyreflectsas3respects:(semanticequivalence),(social–culturalequivalence),(stylisticequivalence).(Wu,2000:187)1)Semanticequivalenceofadvertisementstranslation:Itismostimportantandbasicinequivalenceoftranslation.Itisfromlexicalequivalenceuntilwholetextequivalence,andthroughouttheprocessofwholetranslation.Forexample,inUK,theplacewherepeopledrinkteasiscalledtearoom,teahouseorteashop.Itisequivalenttothe“茶馆”.Wecannottranslatedinto“茶叶店”.2)Social–culturalequivalenceofadvertisementstranslation:Becauseculturalandstylisticdifferenceofthelanguage,completeequivalenceoftheEnglishandChinesewordsisimpossible.Sofortheidomswhichhaverichfulculturalcolorandplacenameandpersonnamewhichoriginatefromfable,literaryquotationandreligioncustomsetc.,whentranslating,necessaryadjustmentandfreetranslationisneeded.Forexample:intheUSnewspapers,thereareoften“columnsinwhichwereannouncedthebirths,deathsandmarriages”,thatrefersto“生死婚嫁启事栏”“添丁得女，红白喜事专栏就不妥”，becausewesternerneverregarddeathas“白喜事”，and“添丁”isonlyuniqueinChineseculture.3)Stylisticequivalenceofadvertisementstranslation:Thisisalittlebiteasytounderstand.Inshort,itmeansequivalenceinstyleforSLandTL.TakeGodivachocolateadvertisementasanexample:HaveyouevernoticedwhataremarkableeffectGodivaChocolatehasonpeople?Themereglimpseofthatscintillatinggoldboxforetellsofmanylusciousmomentstocome…你可曾想到Godiva巧克力对人们的影响有多大吗？只要瞥一眼那金光闪闪的盒子，立刻就会感到香味诱人…RegardingthetranslationskillsofEnglishadvertisements,becauseofdistinctdifferenceoftheculture,andalsothereisnofixedpatternofadvertisemetslanguage,thustranslationofadvertisementsiscomplicated.Theresearchrevealsbelowskillsarecommonlyused,theyare:LiteralTranslation,FreeTranslation,Transliteration,Four-wordPhrase,CombinationofTransliteration&Freetranslationetc.(Wu,2000:196).1)Literaltranslation:Literaltranslation,meanswhentranslating,underthecircumstancethatnoviolationtothecriterionofTLandnoarousingofwrongassociaton,TLremainsthecontentandstyleofSL,especiallymetaphor,vivid,nationalandregionalcolor.i.e.After20yearsofdailyuse,theonlythingwehadfixedonthisZipoLighterwasthehinge.

席普牌打火机每天使用，二十年后唯一该调换的无非是铰链。2)Freetranslation:ItrequiresTLshouldexpressthecontentofSLcorrectly,butitisallowednottostickfasttoformofSL.Forthosenoneedorimpossibletoadoptliteraltranslation,freetranslationcanbeusedtoexpressSLappropriately.i.e.:Ifyou’redoingbusinessinPhilippines,ifpaystogetthepickofthecorp.来菲律宾从事多种事业，保管发财！3)Transliteration:Forsomenewwords,whentheyfirstintroducedtoChina,therearenocorrespondingconceptandwordinChinese,soweuseTransliteration.i.e.:CoCa-Cola可口可乐4)Four-wordphrase:SomeEnglishadvertisementwordsarefixedconventionalites,andtheyhaveri