交际翻译在商业广告汉译中的应用研究

Research on E-C Translation of Commercial Advertisements from the Perspective of Communicative Translation

摘要: 全球化推进跨文化交流剧增，经济活动的国际边界逐渐模糊，企业频繁拓展国际业务，寻求更广泛的商业机会。在此背景下，商业广告翻译作为促进国际市场发展的重要因素，其价值日渐凸显。商业广告的语言也有其自身特点，好的广告能够为品牌方增大效益。本文以彼得·纽马克的交际翻译为理论支撑，以X家居广告语为例，讨论交际翻译在商业广告翻译中的具体应用和实际效果，分析在交际翻译指导下商业广告的翻译策略和方法，以期对商业广告翻译提供借鉴。

Abstract: With the impetus of globalization fostering cross-cultural exchanges, the boundaries of international economic activities are increasingly indistinct and enterprises frequently expand their international business to seek wider business opportunities. In this context, commercial advertisement translation, as a crucial factor in the development of the international market, is becoming more and more valuable. The language of commercial advertisements has its own characteristics, and good advertisements can increase the benefits for a brand. This paper takes Peter Newmark’s communicative translation as the theoretical support and selects advertisement of X furniture company as an example to discuss the specific application and practical effect of communicative translation in commercial advertisement translation. It also analyzes the translation strategies and methods of commercial advertisements under the guidance of communicative translation in order to provide references for commercial advertisement translation.