语言是增强广告作品表现力的重要手段,在广告中具有极为重要的地位和作用。由于受本民族语言文化的制约与影响,中英广告语言又各有自己的表现手法,形成各自的风格特点,比较中英广告语言特征有助于译者的翻译实践操作。本文结合诸多中外广告实例分析中英广告语言特征的异同,并根据其特点提出中英广告语言翻译的几种策略,即直译、意译及套译等。 Language is an important means to enhance the expressiveness of advertising works, and plays an extremely important role in advertising. Owing to the restriction and influence of the national language and culture, the advertising languages ​​of China and Britain each have its own way of expression and form their own style characteristics. Comparing the advertising language features between China and Britain will help translators practice their translation. In this paper, many Chinese and foreign advertising examples are used to analyze the similarities and differences between Chinese and English advertising language features, and according to their characteristics, several strategies for advertising language translation in China and the United Kingdom are proposed: literal translation, free translation and translating.