广告语言是广告的核心内容,而不同的社会文化形成不同语言的语用规则。因此,广告翻译时经常会遇到目的语与本族语的语用规则不同甚至相悖的情况,从而产生语用失误。以托马斯的语用失误理论为指导,探索广告翻译中的语用语言失误和社会语用失误。 Advertising language is the core content of advertising, and different social cultures form different language pragmatic rules. Therefore, the ad translation often encounter the target language and native language pragmatic rules different or even contrary to the situation, resulting in pragmatic failure. Under the guidance of Thomas’ pragmatic failure theory, this paper explores pragmatic errors and social pragmatic failures in advertising translation.