Abstract:As China’s reform and opening-up policy progress further, English Advertisement translation has become an improtant aspect in economy and culture. This paper elaborates the language features of English Advertisement at lexical, syntactic and rhetorical aspects. In addition, it reveals the English Advertisement criteria which should be achieved during the course of translation. What’s more, different cultural background also influences advertisement translation. This dissertation presents a detailed study of some examples in English Advertisement translation and sums up the principles and techniques of English Advertisement translation. Through the study of the translation principles and translation techniques of English Advertisement, the readers and consumers will have a better understanding of the real meaning and information in the advertisement, and thus react positively to the products or services advertised.

Key words: advertisement; translation; principles; techniques

摘要:随着中国的改革开放进程的发展，英语广告翻译渐渐成为经济文化领域的一个重要方面。本文主要阐述了英语广告在词汇、句法和修辞方面的语言特点，以及在翻译过程中应达到的标准，并且分析了不同的文化背景对广告翻译的影响。本文通过详细分析例子，总结出在英语广告翻译过程中应该遵循的翻译原则以及应采取的一些有效的翻译技巧。通过对英语广告翻译原则和翻译技巧的研究，读者和消费者能够更好地了解广告的内涵和信息，随之能够做出积极的消费活动。

关键词：广告；翻译; 原则；技巧