| 中文报刊广告妙语英译策略探索 |
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| 摘 要： | 本文从广告翻译的目的出发,认为中文报刊广告妙语翻译的原则应该是"读者至上",即在翻译时对原文作适当变通,发挥译语优势,让译语读者对译文广告知之、好之、乐之,从而促进产品销售,让译文和原文达到"功能对等"。
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| 关 键 词： | 中文报刊广告妙语 变通 功能对等 |
Strategies on the Translation of Advertisement Witticisms in Chinese Periodicals |
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| Abstract: | Considering the purpose of advertisement translation, the translation of advertisement witticisms in Chinese periodicals should follow the principle of "readership priority", i.e. proper adaptation of the original texts is employed and advantages of the target language are exploited to make the readers understand, enjoy and delight in the translated advertisements. "Functional equivalence" between the translated and original texts is achieved only when both can promote sales. |
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| Keywords: | advertisement witticisms in Chinese periodicals adaptation functional equivalence |
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