广告语英汉翻译策略探究（英语论文）

PAGE广告语英汉翻译策略探究OnEnglish-ChineseTranslationofAdvertisingSlogans摘要进入二十一世纪以来，由于我国改革开放的不断深化、加入WTO和全球经济一体化等诸多因素影响，越来越多的外国跨国公司进入中国，开展业务。由于英语这一国际通用语言的影响力，再加上企业的形象战略和品牌建设需要，以及跨国公司的广告语在全球范围内具有相对的统一性这个显著特点,大部分跨国公司的原广告语为英语。为了更好地适应当地受众的文化习惯，打破语言壁垒，更好地促进企业的商务业绩，做好广告语的中文翻译和本地化无疑具有十分重要的意义和价值。本文试图通过精心搜集的三十二个世界知名跨国公司的英语广告语及其中文翻译实例，来揭示实践操作中英语广告语翻译的现状、基本策略和技巧。通过调研和系统化地分析总结，作者发现，英语广告语翻译大体上可以分为三类，一类是直译，一类是意译，一类是增译。同时，英语广告语在句法、词法和一些修辞手段的运用上都与其他英语文体有较大地区别。这就要求从事英语广告语翻译的相关人士，在工作过程中要重视英中两种语言及其所属的历史文化上的差异，使得翻译前后的作品基本达到等效的结果。由于搜集的实例数量有限，以及官方广告语正式翻译资源的相对匮乏，加之一些知名企业将其英文广告语直接导入目标市场，可能导致结论出现缺陷和不足。所以，本文只是对英语广告语翻译的一次尝试，希望在以后的学习进程中进行更为深刻地研究。从另外一个角度来说，作者还期望此文能对越来越多的我国企业走出国门进行国际营销时，对其中文广告语的英文翻译提供一定的参考价值。关键词：广告语；英汉翻译；现状；策略

AbstractWiththefurtherdevelopmentofChina’srevolutionandopening-upandChina’sentryintoWTO,moreandmoreforeignmulti-nationalcorporations(MNC)haveenteredChinesemarkettosetuptheirbusiness.MostMNC’soriginaladvertisingslogansareinEnglishforthereasonthatEnglishisthedominatinglanguageinternationally.Besides,theirslogansareconsistentinglobalmarkettomeettherequirementofMNCs’identitystrategyandbrandbuildingpolicy.However,forChineselocaltargetconsumers’betterawarenessofthebrandkeymessageandpromotionofcompanybusiness,itisabsolutelynecessarytotranslateandlocalizetheEnglishslogansintoChinese.Thispaperexamines32representativeEnglishadvertisingslogansofworldfamousbrandsandtheircorrespondingtranslatedChineseversions.Basedonthis,thepapertriestoexplorethestrategiesandtechniquesoftheE-Cadvertisingsloganstranslation.Throughtheresearchresult,wecouldinferhowsomebasictranslationstrategiesapplied,people’scommonpracticesandsomeuniquefeaturesinadvertisementslogantranslation.TheauthorfindsoutthatE-Cadvertisingsloganstranslationcouldbecategorizedintothreegroups:literaltranslation,freetranslationandmeaning-addtranslation.Besides,Englishadvertisingslogansaremuchdifferentfromothertextsinsyntax,morphologyandrhetoric.Tomakesuretranslationresultscarriessamemeaningswiththeoriginalones,thepersonworkingonEnglishadvertisingsloganstranslationshouldpayattentiontotheculturaldifference.TheweaknessofthisresearchlieinthatsamplescollectedmaynotbeadequateandtypicalenoughduetotheresourceforofficialslogantranslationislimitedplussomefamouscompaniesadopttheEnglishoriginaldirectlyeveninaforeignmarket.Theauthorhopesbasedonhisattempt,moreinvestigationwouldbecarriedoutinthisareainthefuturestudy.MeanwhiletheresearcheralsohopesthisresearchwouldbeviewedasreferencewhenwetranslateChineseadvertisingslogansintoEnglishfornationalcompanies’globalmarketing.Keywords：AdvertisingSlogan;E-CTranslation;StrategiesTableofcontentsPages1.

Introduction1.1ResearchBackgroud1.2ResearchObjective1.3ProjectDesign11222.

Rationale2.1DefinitionofAdvertisingSlogan2.2ThelinguisticfeaturesofEnglishAdvertisingSlogan2.2.1MorphologyinEnglishAdvertisingslogan2.2.2SyntaxinEnglishAdvertisingSlogan2.2.3RhetoricalDevicesinEnglishAdvertisingslogan2.3TranslationPrinciples2.4TranslationStrategies223334453.DescriptionoftheData64.DataAnalysis4.1AnlysisoftheTwoLanguageVersions4.1.1ThreeMainTranslationMethods4.1.2TheOtherUniqueTranslationWaysinChineseCulture4.2Summary666775.ResultsandSuggestions95.1Results5.1.1SomeCommonSkills5.1.2TheUniqueFeaturesofAdvertisingSlogansTranslation5.2SuggestionsontheUseofTranslatingStrategies91010106.Conclusion10Bibliography12Appendix:13PAGE20OnEnglish-ChineseTranslationofAdvertisingSlogans1.Introduction1.1ResearchBackground1.1.1Whyadvertisement?Themodernadvertisementthatoriginatedinwesterncountriesundoubtedlyhasgreatinfluencesontheentirehumansociety.Corporationsofeveryfieldcastbillionsofdollarsintoadvertisementeveryyear,layovereverykindofmedia,launchsomanycampaignsandhireagreatnumberoffamouspeoplefortheirprolocutors.Accordingtothesurvey,theglobaladvertisingexpenditurein2000isabout410billionUSdollars.InChina,theverynextyearafterthecarryingoutofreformandopening-upin1978,i.e.1979,wascalledthefirstyearofcomprehensiverecoveryChineseadvertisementfield.Nowadays,Chinesepeoplefindthattheyhavebeensurroundedbyvariouskindsofadvertisements.Obviously,asthereformandopening-upfurtherdevelops,advertisementwouldplayamoreandmoreimportantroleinourstateeconomyandpeople’slife.Atpersonallevel,theauthorismuchinterestedinadvertisingespeciallyincopywriting.Alsotheauthorhascertainexperiencesindrafting,translatingandpolishingadvertisements.1.1.1Whyslogans?Intheadvertisingidentificationandcommunication,advertisingsloganshaveheldauniqueandirreplaceableposition.Nowadays,moreandmoreinternationalfamouscompanieshaveendowedadvertisingsloganswithpriorstatusandregardedthemasanimportantpartoftheirstrategydevelopment,whichincludesbrandbuilding,corporationcultureshaping,productcharacteristicsandcorporationidentificationsystem.1.1.1WhyE-C?BasedonthefactthatChina’sadvertisementstartedrelativelylate,thereferencesandmodelsmainlyareEnglishadvertisements,especiallytheforeignandjointventureadvertisingcompaniesdominatedthemodernChineseadvertisingmarket.Therefore,ThescopeofthethesisismainlycoveredbypracticalexamplesfromEnglishadvertisingslogans,translationstrategiesbasedoncomparativestudiesoftranslationexamplesandtheiroriginalversions.1.2ResearchObjectiveThroughtheresearchtheauthoraimstoaccomplishthefollowingobjectives:1)ThebasictranslationrulesappliedtoE-Cadvertisingsloganstranslation;2)TosummarizetheresearchandlookintothefutureofEnglishadvertisingslogananditstranslation.Tofulfillthisproject,theauthorwillbetterunderstandadvertisingslogan’slanguagecharacteristicsandimprovetranslationskills.Alsoitwillenabletheresearchercreatebetteradvertisingslogans,bringthemoresmoothandpropersenseofforeignadvertisingsloganstoournation’sconsumers.1.3ProjectDesignTheresearchisdividedintofourparts.Inpartone,theauthorwilldefineadvertisingslogansanddescribethemaintheoriesrelatedtothestudy.Inparttwo,theauthorwillgofurtherintothestudyofE-Cadvertisingslogantranslationbyexamining32carefully-choseexamplesandtheirtranslations.Inpartthree,theauthoraimstosummarizeE-Cadvertisingslogantranslationstrategiesaccordingtothedataanalysis,andalsofindtheimportantfactorswhichaffectonthetranslator’sdecision-makingoftranslationstrategiesaswellasoffersuggestionsforthepracticeofadvertisingslogantranslation.Finally,inpartfour,theauthorwillsummarizethewholeresearchandpresenttheimplicationsforthefuturepracticeandresearch.2.Rationale2.1DefinitionofAdvertisingSloganSincethisprojectaimstoexploretheE-Ctranslationstrategiesofadvertisingslogans,weshouldfirstlookintowhatisadvertisingslogan.AccordingtotheDefinitionCommitteeofAmericanMarketingAssociation(方薇,1997,p2),advertisingisdefinedasfollows:Advertisingisthenon-personalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia.TheOxfordDictionary6theditionexplainssloganas“awordorphrasethatiseasytoremember,usedforexamplebyapoliticalpartyorinadvertisingtoattractpeople’sattentionortosuggestanideaquickly”.(Advancedlearner’sEnglish-ChineseDictionary,TheCommercialPress&OxfordUniversityPress)Slogan:Astandardcompanystatement(alsocalledataglineorathemeline)foradvertisements,salespeople,andcompanyemployees.Sloganshavetwobasicpurposes:toprovidecontinuityforacampaignandtoreduceakeythemeorideatoabrief,memorablepositioningstatement.(戚云方，2021,p375)Tocompareandsummarizetheabovedefinitions,wecaninferthatadvertisingsloganisshortsentencethatcouldenhanceimpressionandmakefocusswiftly.2.2ThelinguisticfeaturesofEnglishAdvertisingslogan2.2.1MorphologyinEnglishAdvertisingSloganEnglishadvertisingsloganhasparticularcharacteristics;itisdifferentfromdailyEnglish.1)Alotofverbsespeciallymonosyllableareused.Forexample,get,make,give,like,love,buy,need,use,etc.Forexample:I’mlovin’it.McDonald’s我就喜欢BuyOneGetOneDannon买一赠一2)Adjectivesareoftenused,butusinghighestadjectiveonproductsareusuallyavoided.Forexample:NewBeijing,GreatOlympicsBeijing2017OlympicGames新北京，新奥运Let’smakethingsbetterPhilips让我们做的更好3)Adjectiveorattributivephrasesareaddedbeforenouns.Forexample:EasyInandEasyOutSwivel进出自如4)Agreatnumberofcompound,usuallyhyphenatedcompoundsareadopted.Forexample:TheAll-NewMITSUBISHIMirageCoupeMITSUBISHIMotor全新的三菱幻想双座轿车Home-bakedtastebythespoonfulBettyCrocker满口家常菜的味道2.2.2SyntaxinEnglishAdvertisingSlogan1)Simplesentenceismostlyused.ImpossibleIsNothingADIDAS没有不可能JustDoItNIKE只管去做2)Toadoptinterrogativeandimperativesentence.HaveyoudrivenaFordlately?FORDMOTOR你最近开过福特车吗？GetthefeelingSportsIllustrated身临其境3)Disjunctivesentence.Yes.AvisisalloverAsiaPacific.AvisRentCar是的。Avis遍布亚太地区4)EllipticalsentenceCometoMarlborocountry.Cometowheretheflavoris.Marlboro光临风韵之境——万宝路世界FreshupwithSeven-Up.PEPSI君饮七喜，提神醒脑2.2.3RhetoricalDevicesinEnglishAdvertisingslogan1)SimileCoolasamountainsteam…ConsulateTobacco如山间溪流般清爽2)MetaphorSophisticated,sweet-to-drinkPinkLadyPinkLadyWine高级、可口的红粉佳人3)PunI’mMoresatisfiedMoreTobacco莫尔，我更满意4)RepetitionLiveinthelap,lap,lap,lap,lap,lap,lapofluxuryNISSAN尽享奢华的重重包围5)RhymeSendMore,SaveMoreUPS发的多，省的多2.3TranslationPrinciplesEncyclopediaAmericadefinestranslationas“theactofrenderingaworkofonelanguageintoanother”.FanZhongying(1994)said,“翻译是把一种语言的信息用另一种语言表达出来,使译文读者能得到原作者所表达的思想,得到与原文读者大致相同的感受(Translationistoexpresstheinformationfromonelanguagetoanotherlanguage,sothattargetreaderscanreceivedtheideaoftheoriginalauthorandthesimilarfeelingsoforiginalreaders.)”.(P.13).SowecouldinferthatadvertisingslogantranslationistheactofrenderingadvertisingsloganinlanguageAintolanguageBandofferinglanguageBreaderstheaccesstoinformationthatlanguageAreaderscanget.Thebasicrulesasfollows:1)Precisenessofinformationconveyduringtranslationprocess.InAlexanderFraserTyler(1747-1813)’sEssayonthePrinciplesofTranslation(1790),hepointedoutthattherearethreebasictranslationprinciples,namelythetranslationshouldbeacompletetranscriptoftheideasoftheoriginalwork;thestyleandmannerofthewritingshouldbeofthesamecharacterwiththatoftheoriginalandthetranslationshouldhavealltheeaseoftheoriginalcomposition.ThefirstsystematictranslationstandardsinChinaareputforwardbyYanFuas“信、达、雅”,inwhich“信”goesfirst.2)Differentculturalbackgroundsuchashistoricandpoliticalfactorsshouldbeconsidered.Almosteverytexthasacommonphenomenonthatismoremeaningsconcealinfewostensiblewords.Iftheseimplicationswerenotexpressedinaproperway,theaudienceswouldbeconfusedfortheletters.2.4TranslationStrategiesAccordingtoTranslationTerminology(Delisle&Lee-Jahnke&Cormier,1999),theterm“translationstrategy”meansacoherentplanofactionadoptedbytranslatorsbasedontheirintentionwithrespecttoagiventext.1)Theflexibilityofliteraltranslationandfreetranslation.2)Theymaychangethetexttypeormodifyitasafunctionoftheperceivedneedsofthetargetaudience.3)Theuniquegrammarshouldbeapplied.Particularlyintranslationofadvertisingslogans,themeanings-addmethodshouldbeadopted.Thereasonhasbeenmentionedaboveisthatsimplesentencesaremostusedinit.Sotranslatorsshouldaddsomewordstoexplaintheconnotativemeanings.Unlesswedoitthetargetconsumerswillmisunderstandthemessagesintheslogans.3.DescriptionoftheDataSincethispaperaimstoexplorethetranslationstrategiesonEnglishadvertisingslogans,thedatatobeanalyzedinclude:Duringtranslationprocess,theanalysisoffamouscorporations’EnglishadvertisingsloganswithitsofficialChineseversionstoexploretheirsimilaritiesanddifferencesandtoillustratetheuniquefeaturesshouldbenoticed.About32carefullychosenadvertisingsloganswillbepresentedinthispaper.ThesloganswithitsChineseandEnglishversionsareavailableatTheAnnualofChineseAdvertisingWorks2014,2015,SanlianLifeBook,Fortune,BusinessWeek,BusinessWeek–ChineseVersion,CCTV,BTVandcorrespondingcorporations’officialwebsites.4.DataAnalysis4.1AnalysisofthetwolanguageversionsTheEnglishadvertisingsloganswithitsofficialChineseversionsareshowninTableThreemaintranslationmethodsTheexampleNo.5,6,8,12,13,15,16,18,24,29,32areliteraltranslation.TheoriginalEnglishversionsaresimplesentences.TorenderthemintoChinesedirectlyisgoodenoughandnoconfusingleft.TheexampleNo.1,9,20,26,28,30,31arefreetranslation.Theoriginaltextsarewithuniquemeaningsanditwillbedifficulttocomprehendiftranslatingwordbyword,sothetranslatorrestructuresthewordsanduseflexiblewaytoexpressthekeymessagesinChineselanguage.Regardlessoftheform,theresultsaregratifying.TheexampleNo.1,2,9,10,11,19,20,21,22,26,28,30,31haveusedmeanings-addtranslation.Inthatsituations,theauthorsofChineseversionsaddingsomewordsintotargettextstomeettherequirements.ThisisaveryimportantmethodintranslationofEnglishadvertisingslogans.Fromabovewecoulddigoutthatslogansarealmostshortandsimple.Forthetargetconsumers’betterunderstandingandtheperfecttransferofkeymessagesofMNCs,addingmorewords,infactaddingmoremeanings,iscrucial.4.1.2OtheruniquetranslationwaysinChinesecultureThestatedabovearethreemaintranslationways.InactualprocessofEnglishadvertisingtranslationinChina,otherrenderwaysassupplementarywouldbeneeded.Thefirstoneisusageoffour-characterphrases.ThetextsNo.4,6,8,10,11,13,14,18,20,22,25,27,30Intable1areexamples.Sincefour-characterphrasesareusedfrequentlyinChinesetraditionalcultureandpeople’sdailylifeandtheyhavepopsoundwiththeirreadingrhyme,totranslateEnglishadvertisingsloganstoChineseinfour-characterphrasesiseasyforChinesetorecognizeandremember.TakeP&GRejoice’stranslatedslogan成功之路，从头开始,itisfarbetterthanthedirectmeaningofitsoriginalEnglishtext“StartAhead”inGreaterChinamarket.Thefactualproductsalerecordhasprovedittoo.Thesecondoneisusingcoupletform.ItsexamplesareNo.1,4,7,9,11,13,17,18,19,20,21,22,28,30inTable1.Thereasonaboutitisassameasthefirstonethatmentionedabove.ThelongandancientChinesehistoryhasformedthisuniqueexpressionofcharacteranditlastedtocurrentChinesesociety.UsingthisformcouldmakeChinesepeoplefeelfamiliarandeasytoremember.“精于心，简于形”whichisthelatestadvertisingslogan’sChineseversionoftheRoyalPhilips.Itisagoodparadigmabouttheadoptionofusingcoupletformintranslation.ThelastbutnotleastoneisusingreadyChineseidioms.TheexamplesaboutthiswayincludedNo.10,11,20inTable1.“身临其境”,“意犹未尽”,“从头开始”,thisthreeEnglishadvertisingslogans’ChinesetranslationsareusedidiomsthatfamiliarofChinesepeoplewhichcouldtransferthemessagesfromsourcetextstotargettextsvividly.AndthatareeasytomemorizeforChineseconsumers.4.2SummaryBasedontheanalysissummaryabove,wecouldsummarizethesimilaritiesanddifferencesbetweenChineseandEnglishadvertisingslogans.Similarities:1)BothChineseandEnglishadvertisingslogansmostlyadoptthesimplesentence.Advertisingisastyleofimmediateimpactandrapidpersuasion.Ingeneral,whetherthemediumisprint,radio,ortelevision,theadvertiserscanonlyrelyonyourattentionforonlyaveryshorttime,andthereforethesalesmessagemustbeshort,clear,distinctiveandmemorable.2)WhetherinChineseorEnglishadvertisingslogans,theactivevoiceismoreused.Thereasonofitisactivevoicecouldsendthemessagestoreadersdirectlyandavoidunnecessarylengthystructure.3)Forlexis,bothChineseandEnglishadvertisingslogansuseidiomsincertaincasestoconveythekeymessageinalivelyway.4)Rhetoricsuchashyperbole,personification,pun,repetition,contrast,parody,antithesis,etc.isusedinbothChineseandEnglishadvertisingslogans.5)Rhyme,oneofthephonetics,iswidelyusedinChineseandEnglishadvertisingslogans,thusmakingitmoreattractive.Advertisershavemadegooduseofalladvantagesofphoneticstogivebeauty,varietyandforcetoadvertisingslogans.Theytryhardtobringoutsoundeffecttopleasepeople’searsandtoattracttheirattention.6)BothChineseandEnglishadvertisingsloganssometimescarryspecialculturebackground.Differences:1)ChineseadvertisingslogansaremoreofteninparallelformorevencoupletwhileEnglishadvertisingsloganstendtobeasinglesentence,whichalsoreflectsthatChineseisalanguageofparataxiswhileEnglishhypotaxis.2)Thefour/seven-characterphraseshaveheldadominantpercentageinChineseadvertisingslogans.Conciseandcomprehensive,rhythmicalandpowerful,thefour/seven-characterformcaneasilyreachthereaders’hearts.OntranslationofEnglishadvertisingslogans,commonpracticesandstrategiesinclude:tochangesentencestructure,tochangethevoiceandtousetenseskillfully.Wealsoshouldbearinmindthatsometimesit’snecessarytobreakthegrammarrules.Besides,freetranslationisespeciallyimportantforspecialwordsoridiomsinadvertisingslogans.TheEnglishadvertisingsloganstranslationcontainsalotofcompilingworktoconveytheinformationefficientlyandattractthetargetedaudience,whichisoftenrealizedbyomission,generalizationordescriptionfromadifferentperspective.5.ResultsandSuggestions5.1ResultsBasedontheanalysisandsummaryabove,wecouldinferhowsomebasictranslationstrategiesapplied,people’scommonpracticesandsomeuniquefeaturesontranslationofEnglishadvertisingslogans.Firstofall,transferthemeaningofthecorporationsintendstoexpressthroughadvertisingsloganstothetargetconsumerscompatibly.Thisisthebottomlineforadvertisingsloganstranslation;otherwiseallotherconcreteskillsaremeaninglessandungrounded.Itisaresultoftheobjectivesofadvertisingslogans.Thefirstobjectiveistocreateawareness-toacquaintsomeportionoftheunawarepeoplewiththeproducts,servicesorbandsthatthecompanyprovides.Thenexttaskistodevelopcomprehension-topersuadeacertainnumberofpeopletobelieveintheproductsvalue.Ofthosewhobecomeconvinced,somecanbedrovetodesiretheproduct.Intheend,somewhodesiredtheproductwilltakeaction-requestadditionalinformation,visitastore,orevenpurchaseit.Advertisingslogans’objectivesdeterminethewayofwritingandtranslatingit.Secondly,culturaldifferenceshouldalwaysbeenconsideredduringthetranslationprocess.Thirdly,literaltranslationandfreetranslationshouldbeusedwiselyandflexibly.Sometimesliteraltranslationisacceptablewhilesometimesfreetranslationisbettertocomprehend.5.1.1SomecommonskillsChangeasimplesentencetotheparallelorcoupletstructure.Chooseproperfour/seven-characterformtorenderingtheresourcetext.RememberusingreadyChineseidiomstoconveytheoriginaladvertisingslogan.Beawarethatgrammarrulesshouldbebrokenlikeomittingthelinkingverbforbrevity.Sometimes,wordforwordtranslationdoesn’tsuit.Freetranslationshouldbeusedwisely.Ifliteraltranslationisgoodenough,justuseit.5.1.2Theuniquefeaturesofadvertisingsloganstranslation1)Comparedtoliteraturetranslationorothertexttypes,advertisingsloganstranslationmustbehighlyefficientandsmart.Translatorsmustcompleteworkwithqualityinmarketingpressure.2)Theculturemustbeuplifttoanimportantpositiontobeconsidered.Thewhysofitisthemostofcreatorsoforiginaladvertisingslogansarenotfamiliarwiththenew,receivedmarket’sbackgroundandcustom.Inalotofcases,thenon-fittranslationswillarousecultureshocks,andthenruinthemarketingexpectation.Allinall,thisstudywouldhelpmewithfuturetranslationintwoways:Firstly,itoffersmesomebasicrulesofhowtodealwithEnglishadvertisingsloganstranslation.Second,ithelpsmetoknowhowIcouldfurtherpreparemyselfforacareerascopywriter.5.2SuggestionsontheUseofTranslatingStrategiesTheuniquefeaturesofE-Cadvertisingsloganstranslationshouldbeexploredandanalyzedmoredeeplyandthoroughly.Thereareaboutusingoffour-characterphrases,usingcoupletformandusingreadyChineseidioms.6.ConclusionThisresearchattemptstoexploretheskills,strategiesanduniquecharacteristicsofEnglishadvertisingsloganstranslationinbusinessenvironmentbyexaminingsomefamousMNCs’EnglishadvertisingslogansandtheirChinesetranslations,whichmakeabasicguidancefortheauthor’sfuturestudyandpracticeontranslationofEnglishadvertisingslogans.Atfirststageofthisresearchistoselectrepresentationaladvertisingslogansfromeverycommonmediasandanalyzethemwithsystemicmethod.ThiscouldreceivedatasheettoshowupthegeneralconventionalityofEnglishadvertisingslogans’translation.Groundonthesummarybefore,thenextstepistoprocessthetransfer.WiththereasonofthedifferencebetweenEnglishandChinese,whichincludesyntax,morphology,rhetoric,historyandculture,thetranslatorsshoulddealwiththetranslationofEnglishadvertisingsloganssmoothlyandproperly.Aseveryoneknows,themainpurposeofcommercialadvertisingistopromoteconsumerspurchasegoodsandservices.TostudyandadoptthecommonrulesoftranslationEnglishadvertisingslogans,thetargettextswouldreceivethefavorableeffects.Thelimitationsofthisprojectdesignliesinthat:1)Datainthreeformsaremostlyfromsomefamousmedias,whichmightnotrepresentthewholepictureofEnglishadvertisingsloganstranslation.2)Someexamplesmaynotbetypicalenoughtoproveacertaincharacteristic.3)TheresourceforofficialslogantranslationislimitedandmoreandmorefamouscompaniesadopttheEnglishoriginaldirectlyeveninaforeignmarketrecently.4)Effortswillbemadetoimprovethoseweaknessesinthefuturestudies.Nowadays,lotsofnationalcompaniesarestartingtoexploreglobalmarket.TotranslatetheirChineseadvertisingsloganstoforeignlanguagessmartlyandproperly,especiallyinEnglishversion,isaveryimportantfactoraboutthesuccessofthiscampaign.Theauthoralsohopesthisstudypapercouldsupportassomereference.BibliographyAlexanderFraserTytler(1790).Essayontheprinciplesoftranslation.London:J.M.Dent.Nida,E.A.&C.Taber(1969).TheTheoryandPracticeofTranslation.Leiden:E.J.Brill.Nida,EugeneA.(1993).Languages,CultureandTranslation.Shanghai:ShanghaiForeignLanguagePress.JeanDelisle,HanneloreLee-Jahnke,MoniqueC.Cormier(1999).TranslationTerminology.Amsterdam;Philadelphia:J.Benjamins.ASHornby,SallyWehmeier,MichaelAshby(2022).TheOxfordAdvancedlearner’sEnglish-ChineseDictionary6thedition.Oxford:TheCommercialPress&OxfordUniversityPress.崔刚（1993）《广告英语》.北京:北京理工大学出版社范仲英(1994)《实用翻译教程》.北京：外语教学与研究出版社方薇(1997)《现代英语广告教程》.南京：南京大学出版社周晓、周怡（1998）《现代英语广告》.上海：上海外语教育出版社谭卫国（2021）英汉广告修辞的翻译.《中国翻译》,2,62-65戚云方(2021)《广告与广告英语》.杭州：浙江大学出版社

Appendix:SomeExamplesofEnglishAdvertisingSlogansandTheirChineseTranslationsTable1TheEnglishadvertisingsloganswithitsofficialChineseversionsNo.广告语AdvertisingslogansBrand品牌SOURCERT1WelcometohumannetworkCISCOOutdooradvertisingboardTT1新网络，人为本思科户外广告牌RT2AlltheWayDHLSanlianLifeBook2015.32TT2一路成就所托中外运敦豪三联生活周刊2015.32三联书店出版社RT3Becauseyou’reworthitL'OREALFORTUNEMarch5th2016TIMEInc.TT3你值得拥有欧莱雅财富杂志2016年三月第五期时代集团公司RT4Yourpotential.OurpassionMicrosoftCCTVTT4你的潜力，我们的动力微软中国中央电视台RT5ImpossibleIsNothingADIDASCCTV5TT5没有不可能阿迪达斯中国中央电视台体育频道RT6JustDoItNIKEBTVTT6只管去做耐克北京电视台RT7NewBeijing，GreatOlympicsBeijing2017OlympicsGamesBeijing，2017Olympicsgames,candidatecityTT7新北京，新奥运北京2017奥运会北京2017奥运会竞选口号RT8I’mlovin’itMcDonald’sOutdoorTT8我就喜欢麦当劳户外RT9senseandsimplicityPhilipsTT9精于心，简于形飞利浦RT10GetthefeelingSportsITT10身临其境体育画报RT11Goodtothelastdrop．MAXWELLOutdoorTT11滴滴香浓，意犹未尽。麦斯威尔咖啡户外RT12ObeyyourthirstSpriteOutdoorTT12服从你的渴望。雪碧户外RT13Welead．OtherscopyRICOHBusinessWeekOctober16,2015TheMcGraw-HillcompaniesTT13我们领先，他人仿效。理光复印机商业周刊2015年10月16日RT14Askformore.PEPSIOutdoorTT14渴望无限。百事可乐户外RT15Thetasteisgreat.NESTLEBTV-7TT15味道好极了。雀巢咖啡北京电视台生活频道RT16ImagineSAMSUNGTT16想象三星电子RT17Weintegrate,youcommunicate.MITSUBISHIBusinessWeekOctober16,2015TheMcGraw-HillcompaniesTT17我们集大成，您超越自我。三菱电工商业周刊2015年10月16日RT18TakeTOSHIBA,taketheworld.TOSHIBATT18拥有东芝，拥有世界。东芝电子人民网RT19Nobusinesstoosmall,noproblemtoobig.IBMTT19没有不做的小生意，没有解决不了的大问题。国际商用机器公司人民网RT20StartAheadRejoiceOutdoorTT20成功之路，从头开始。飘柔户外RT21Adiamondlastsforever.DeBierresBTV-7TT21钻石恒久远，一颗永流传。迪比尔斯钻石北京电视台生活频道RT22Fresh-upwithSTT22提神醒脑，请喝七喜。七喜汽水人民网RT23EnjoyCoca-Cola.Coca-CTT23请喝可口可乐。可口可乐百度RT24CommunicationunlimitedMTT24沟通无极限。摩托罗拉百度RT25CenterTheTrueSelfTTT25真我尽现。天梭表百度RT26That'smyway.LeSTT26踏上个性之路。莱斯丹女鞋百度RT27ThesignofexcellenceOTT27凝聚典雅。欧米茄百度RT28THISISHOWSIEMENSTT28知其道，用其妙西门子RT29HappyShoppinginCarrefourCarrefourTT29开心购物家乐福家乐福RT30Theworld’slocalbankHSBCTT30环球金融，地方智慧汇丰银行RT31imaginationatworkGETT31梦想启动未来通用电器RT32feelgood,lookgoodandgetmoreoutoflifeUnileverwww.unilever.co.ukTT32心情愉悦，精神焕发，享受更加完美的生活联合利华Table2SummaryNo.TranslationstrategyExampleNo.1LiteraltranslationTT5,TT6,TT8,TT12,TT1