CAJ | 학술논문

在全球化时代的跨语言网络营销过程中，关键词搜索成为了营销的一个重要手段；跨语言关键词搜索的盛行，使得关键词翻译成为了一种新型的翻译任务。作为推广宣传类材料翻译中最新出现的一个现象，关键词翻译对翻译行业不仅提出了新的任务类型要求，还形成了语言转换过程中的某些困境。该文对涉及到关键词搜索的推广宣传类材料的翻译特征、内容和困难，以及对翻译技巧和策略的启示，进行了仔细的介绍和分析。在此基础之上，关键词搜索技术对传统的翻译标准也提出了新的挑战，不仅超越了“信，达，雅”的范畴，更超越了功能对等的范畴，赋予了译者更大的能动性和更重要的角色。
재전구화시대적과어언망락영소과정중，관건사수색성위료영소적일개중요수단；과어언관건사수색적성행，사득관건사번역성위료일충신형적번역임무。작위추엄선전류재료번역중최신출현적일개현상，관건사번역대번역행업불부제출료신적임무류형요구，환형성료어언전환과정중적모사곤경。해문대섭급도관건사수색적추엄선전류재료적번역특정、내용화곤난，이급대번역기교화책략적계시，진행료자세적개소화분석。재차기출지상，관건사수색기술대전통적번역표준야제출료신적도전，불부초월료“신，체，아”적범주，경초월료공능대등적범주，부여료역자경대적능동성화경중요적각색。
Key word search becomes an important tool of marketing in the multilingual internet campaign in the globalized world. The prevalence of multilingual keyword search has made the translation of Key words a brand-new type of translation as-signment. As a new phenomenon in the translation of promotional materials, keyword search translation is one of the latest phe-nomena that arise in the translation of promotional materials, which not only assigns a new type of translation tasks to the transla-tion industry, but also leads to some predicaments in the conversion of languages. This paper is an introduction of the characteris-tics, contents and difficulties involved in the translation involving keyword search, as well as techniques and tactics. On this basis, it is argued that keyword search technology has also challenged the traditional translation criteria such as“loyalty, fluency and ele-gance”and“functional equivalence”, giving more initiative and importance to the role of the translator.