商业广告的最终目的是要吸引消费者的注意力,使其产生兴趣和购买欲。因此,作为一种目的性很强的翻译实践活动,商业广告的翻译不同于一般题材的翻译。在商业广告的翻译过程中,消费者的接受度对广告成功与否起着至关重要的作用。本文欲从消费者的接受角度出发,阐述广告翻译在他文化中的移植问题,以期广告翻译中的基本问题能够得到解答。 The ultimate goal of commercial advertising is to attract consumers’ attention and make them interested and buying. Therefore, as a highly-targeted translation practice, the translation of commercial advertisements is different from the translation of general subjects. In the process of commercial advertising translation, consumer acceptance plays a crucial role in the success of advertising. This article wants to elaborate the translation of advertising translation in his culture from the perspective of consumer acceptance, in the hope that the basic issues in advertising translation can be answered.