Abstract: Chinese and English are two different language systems which add to many difficulties in the process of advertising translation. The paper tries to analyze the untranslatability of advertisement via the differences between Chinese and English. It aims to discuss untranslatability from the aspects of coinage and rhetoric by illustration of advertisements. The author sums up and illustrates three translation strategies, which are creative translation, proper use of Chinese language resources and some other unorthodox translation method. 

Key words: advertising translation; Untranslatability; solutions 

摘要：汉语和英语这两种不同的语言体系为中英广告翻译的过程增加了许多困难，本文则试图从中英语言差异的角度来剖析出广告翻译中的这一不可译性，旨在从创新字词和修辞手段这两个主要方面来探讨产生这种不可译的因素。文章通过例证,指出了英汉广告语在造字、拼凑词、几种双关修辞上的差异给广告翻译带来的困惑和不可译性，使译者能够正视这一问题。笔者通过对这些因素的研究与探讨，总结出了三大行之有效的解决途径：创造性翻译、正确使用中国语言资源（主要利用对偶句、四字结构来翻译英文广告）、正确使用套译、意译等翻译法。

关键词：广告翻译; 不可译性; 解决方法