翻譯公司在翻譯廣告時(shí)首先要了解廣告自身的特點(diǎn)，以譯文是否達(dá)到與原文相同的宣傳效果為標(biāo)準(zhǔn)，并且注意文化背景的差異，選擇恰當(dāng)?shù)姆g技巧，做到語(yǔ)言自然、準(zhǔn)確、簡(jiǎn)潔、易懂,以迎合不同受眾的心理，進(jìn)而實(shí)現(xiàn)廣告的目的。

　　When translating advertisements, translation companies should first understand the characteristics of advertisements. Take whether the translation achieves the same publicity effect as the original as the standard, pay attention to the differences of cultural background, select appropriate translation skills, and make the language natural, accurate, concise and easy to understand, so as to cater to the psychology of different audiences, so as to achieve the purpose of advertising.

　　一、直譯

　　1、 Literal translation

　　譯文在符合譯入語(yǔ)言規(guī)范，又不會(huì)引起錯(cuò)誤聯(lián)想的前提下，既保留了原文的內(nèi)容，又保留原文的形式。

　　The translation preserves both the content and the form of the original text on the premise that it conforms to the norms of the target language and will not cause false associations.

　　二、套譯

　　2、 Paraphrase

　　所謂套譯是指套用文化色彩濃厚的名言佳句，以便營(yíng)造一種親切的氛圍，使譯語(yǔ)讀者有一種似曾相識(shí)的感覺(jué)，從而引起共鳴。

　　The so-called set translation refers to the application of famous sayings and sentences with strong cultural color, so as to create a cordial atmosphere and make the target language readers have a sense of deja vu, so as to resonate.

　　三、意譯

　　3、 Free translation

　　當(dāng)中英文的詞序、語(yǔ)法結(jié)構(gòu)和修辭手段存在很大差異時(shí)，應(yīng)采用意譯。譯者必須擺脫原文形式，充分發(fā)揮想象力，使廣告更符合譯入語(yǔ)文化。

　　When there are great differences in word order, grammatical structure and rhetorical devices between Chinese and English, free translation should be adopted. The translator must get rid of the original form and give full play to his imagination to make the advertisement more in line with the target language culture.