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论 文 专 用 纸 ……………………. ………………. ………………… A Study of the Techniques of Advertisement Translation I. Basis of writing the paper In the modern commercial society of ours, advertisement has permeated into every aspect of people’s daily life. Though they are of different varieties, they own the same characteristics in that their functions are to persuade people to buy the commodities they promote. Thus, the form, language and content of the advertisement must be attractive, popular and impressive. However, due to the differences in language and culture, an excellent advertisement is perhaps not very successful to other nation in another language. If translated into the target language in a word-to-word way, we will not reach the original effect, but turn to an even worse situation. To assure that the translation version is as expressive and persuasive as the original version, the translator should abide by the following three principles: aesthetic principle, value principle and cultural principle. II. The current situation of the study of advertisement translation at home and abroad There are many researches in advertisement translation at home and abroad. Such translation principles as equivalence principle, faithful principle and so on are put forward by some researchers. Most of them emphasize on the commercial object of advertisement, namely, widely occupy the market and increase sales volume, but overlook the academic value of advertisement translation, such as linguistic features, cultural values and aesthetic values. In fact, advertisement is a trans-nation and trans-culture activity. It is the dual carrier of both economy and culture, for it is a comprehensive style of writing including aesthetic, literature, psychology, sociology and linguistics, etc. III. Purpose of the paper On the basis of analyzing the current situation, this thesis concludes three principles widely followed in the translation of advertisements, they are the aesthetic principle, the v