翻译的过程是解释符号意义的过程,莫里斯的符号学意义理论为广告翻译中语言符号的三种意义转换提供了理论前提。由于中西广告语言自身的语言特点和文化背景的差异,很多时候这三种意义不能同时再现。因此,译者应最大限度地再现广告的主要意义和功能,实现有效的信息传递。 The process of translation is the process of interpreting symbolic meanings. Morris’ semeiology significance theory provides theoretical premises for the conversion of the three meanings of linguistic symbols in advertising translation. Due to the difference between the language features and cultural backgrounds of Chinese and Western advertising languages, the three meanings can not be reproduced at the same time. Therefore, the translator should maximize the reproduction of the main meaning of advertising and function, to achieve effective information transfer.