However, the study of advertising translation is far from satisfactory and traditional translation theories seem increasingly inadequate.

• 然而我国对广告翻译的理论研究远远满足不了社会的需求，传统翻译理论强调“信、达、雅”的翻译原则和译文与原文“忠实”、“等值”的翻译策略已无法适应广告翻译的客观要求。