CAJ | 학술논문

在纷繁复杂的商品世界，不同国度的消费者最直接了解各种品牌的途径是语言和文字，而广告翻译与转换的灵动总离不开迎合消费者的两种手段：要么“洋化”，要么“土化”，前者追逐时尚，后者眷恋传统。其过程往往从“洋”到“土”，如“洋化”可实现广告交际功能则尽量“洋化”，否则应向“土化”迈进，必要时可改写原文，甚至隐去原语形式，直至“完全归化”（本土化）。
재분번복잡적상품세계，불동국도적소비자최직접료해각충품패적도경시어언화문자，이엄고번역여전환적령동총리불개영합소비자적량충수단：요요“양화”，요요“토화”，전자추축시상，후자권련전통。기과정왕왕종“양”도“토”，여“양화”가실현엄고교제공능칙진량“양화”，부칙응향“토화”매진，필요시가개사원문，심지은거원어형식，직지“완전귀화”（본토화）。
The increasing development of the internationalization and communication of advertising can ’t do without its translation .The translated advertising should arouse the target audience’s purchase desire ,which applies the strategies from foreignization to domestication .If the first can realize the communicational function ,it can be adopted ;otherwise the second should be used .If necessary ,the source advertising can be changed and lose its form till totally domesticated .