Advertising, as a daily style of writing loved by the masses, is a kaleidoscope reflecting social culture. Advertising has the most plain but the most touching language, so it excels in encouragement and persuasion. Language carries the culture and values of a society, so the learning of any kind of language can not be separated from the social culture in which it grows. Advertis-ing translation is different from the translation of other styles of writing, having its unique translation principles. The most impor-tant thing is that the effect of advertising translation should pay attention to the reader response in the target language. Nida's dy-namic equivalence theory can solve this problem well, so we can learn from this theory to improve the quality of translation in practice.%广告是人民群众喜闻乐见的日常文体,是反映社会文化的万花筒.广告的语言是最浅白最动人的语言,因为它有鼓动劝说的功能.语言承载着某一社会的文化与价值观,所以任何一种语言的学习都不可能抽离开其所生长的社会文化.广告的翻译不同于其他文体的翻译,而是有其独特的翻译原则.而其中最重要的是广告的翻译效果要注重目的语文化中的读者反应.奈达的动态对等理论可以较好地解决这一问题,在实践中可以借鉴这一理论提高翻译的质量.
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