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e role of promotional products. Thus, in order to achieve the purpose and effect of advertising, advertisement translation should not only seek to express accurate, but should also analyze how to follow the principle of purpose, coherence principle and the principle of loyalty, which modified the traditional "letter, and Elegance" principle , established a new translation of the principles of advertising, advertisement translation to inject new vitality.
Third, the advertising slogan should focus on the elimination of cultural differences in translation The main purpose is to translate between different cultures play in the exchange and communication purposes, and especially for the advertising of such practical style. Translation of the advertising process, to achieve ad Pragmatic equivalence, not only to pay attention to the context of the original meaning, but also social and cultural communication requirements must be from the perspective of language use. Translators must be very familiar with the two different language in principle, with cross-language, cross-cultural communication of knowledge, to try to communicate different pragmatic meaning, only to achieve an equivalent translation. Based on the above point of view, making advertising translation, the translator should follow the principle of goal, principles and faithful to the principles of coherence.
Principle as the first principle purpose of Different cultural backgrounds to communicate with language, cultural differences caused by the difference between the pragmatic fact that can not be avoided. Similarly, the linguistic and cultural differences affect the advertising campaign is also an important factor. Good translation plays an active role in promoting the sales, according to the principle purpose of teleology, the translator should pay attention to translation functions, making advertising translation to "do as the Romans." www.51lunwen.org/advertising/ Such as "Roc" brand pencil sharpener English translation of ROC Sharpeners.Roc is the Han nationality in one of the biggest myths and legends of bird, Chinese in the "bright future", which has high aspirations, promising a compliment. However, the three capital letters ROC is also commonly used news words "Republic of China" in English acronym is bound to be misleading or unnecessary association, is not conducive to the good image of the creation of export commodities, is not conducive to safeguarding national dignity. Such as the ROC into Giant Bird will be better.
English and Chinese thinking the same thing are not the same reasoning, ignoring the cultural differences, communication barriers can occur both sides of communication. For example: to lose weight for fashion in the United States, very popular weight loss health drugs. There is a test market of the United States exports, "Qingshenjianfei film" no one cares, market research found that the English translation of goods Obesity-reducing Tables consumer psychology against the buyers, because Americans, the drug is designed for obese people (big fat) consumed. Slimming Pills in the post-reform translated open market.