1. Introduction

1.1 Research background

In our country, with the rapid development of economy and the acceleration of global economic integration, the field of international exchanges and cooperation has been expanding and foreign trade activities are increasing day by day. In order to make foreign countries know China and Chinese products better, advertising plays a very important role. Today#8217;s China has been one of advertising powerhouses in the world. As a new field of intercultural communication research, advertising translation is also getting more and more attention. But because of linguistic and cultural diversity, the accuracy of advertising translation becomes a very important part. This accuracy is not only reflected in the literal surface, but also in the cultural meaning behind the words.

According to functional equivalence theory which proposed by Eugene Nida, translation is not a rigid correspondence of the literal surface, but the functional equivalence between two languages. Language is closely related to culture. And the transformation of language can be restricted by culture. There are many culture gaps in different languages which called culture default. That refers to the omission of the knowledge of common culture background in the communication process. Because of the omission, readers in different cultural background will create a meaningful vacuum.

Many researchers have done significance wok about advertising translation ever since international trade became more and more frequent. With 2005 as the critical point, the increase of the research on advertising translation studies is obvious, and the research in this field has been expanded and improved. There are more new perspective and interdisciplinary studies on advertising translation, and interdisciplinary research on linguistics, aesthetics, culture and teleology is showing its positive effects and influence. However, because of abstract concept of culture is not easy to be understood, it is still difficult for cultural communication to be carried by advertising translation.

1.2 Need of the study

Advertising translation is a purposeful business activity. Advertising translation should lay emphasis on eliminating cultural differences. The main purpose of translation is to communicate in different culture. This is especially true for practical styles such as advertising. In the process of advertising translation, to realize the pragmatic equivalence of advertising translation, we should not only pay attention to the context meaning of the original work, but also examine the use of language from the perspective of social communication.

Advertising has commercial nationality and epochal nature. A good advertising translation should be able to take note of these features. It is not only the transformation of language, but also the way of cross-cultural communication. Meanwhile, the advertising language features such as conciseness and rhetoric still need to be displayed in translation. And Because of different advertising audiences, advertising translation needs to adapt to the background culture and language habits. If advertising translation can be well integrated into local culture, the role of advertising will be maximized. Appropriate advertising translation will not only bring economic benefits to promote global economic development, but also strengthen the understanding and communication among all ethnic cultures, even reducing cultural barriers.