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.

2. 研究的基本内容、问题解决措施及方案

1. research topic

the successful advertising translation plays an important role in creating wealth in the international market. the quality of advertisements is directly related to the image of enterprise internationalization. the purpose of advertising translation is to promote the sale of one country#8217;s products to consumers in another culture and to make the latter accept the former. advertising translation is not a simple translation of a sentence; it involves a rich knowledge of language and culture. however, due to different geographical location, religious belief, value orientation and level of economic development in different part of world, people#8217;s way of thinking, values and consumption concepts must also be different, and are directly reflected in the difference of language expression.

in order to make advertising translation very close to original work, some coping strategies need to be taken. first, languages need to be refined and artistic. and pay attention to the use of rhetorical skills in translation. then, focus on the economic benefits of advertising, and meanwhile respect for different ethnic beliefs and customs. last, cater to the aesthetic and values of the consumers.