直译，意译在英语广告汉译中的应用

Literal and Liberal Translation in Chinese Translation of English Advertisements
Abstract

Literal translation and liberal translation are two basic translation methods. For many years, translators have argued about which one of them is better. And now the general idea is: “Translate literally, if possible, or appeal to liberal translation.”(Fan Zhongying 91). These two methods have been applied in many ways for many years. In the translation of English advertisement, liberal translation is used more frequently than literal translation for the features of English advertisements.
This paper presents a study of the application of literal translation and liberal translation to Chinese translation of English advertisements. It firstly introduces the concepts of the literal translation and liberal translation and the general principle of their application, then the aims and features of English advertisements, and at last, the literal translation and liberal translation in real practice of Chinese translation of English advertisements.

Key Words: literal translation; liberal translation; Chinese translation;
English advertisement

摘 要

直译和意译是两种基本的翻译方法。多年来，译者们1直争论着这两种哪种更好些。而现在较为普遍的观点是：能直译就直译，不能直译就采取意译。这两种译法应用广泛。在广告翻译中，由于其特征，意译要比直译应用得更多。
本文旨在研究直译和意译在英语广告汉译中的具体应用方法。本文首先简单的介绍了直译和意译的概念、以及这两种翻译方法的应用原则。然后又分析了英语广告的目标，其词汇、句法和修辞特点。最后结合直译和意译的应用原则和英语广告的特点、汉译方法得出直译和意译在英语广告汉译中的具体应用方法。

关键词：直译；意译；汉译；英语广告

..............