Abstract: This paper studies commercial advertising translation principles from the perspective of emotional transmission. It focuses on discussing emotional transmission barriers in English-Chinese advertisement translation with some well-known examples of advertising and further puts forward translation principles of commercial advertising, in order to achieve the purpose of “communication with emotion”. The author believes that translators should take advertising conception, starting point, word processing and consumer psychological process into consideration to transmit emotion when translating commercial advertisements. The research shows that commercial advertising translation has its own language features and expressions, but highlighting emotional transmission function makes advertising interiorize consumers’ hearts, stimulates consumers’ enthusiasm and desire to buy, thus it results in purchasing behaviors and manufacturers achieve the purpose of goods promotion.
Key words: commercial advertisement translation; emotional transmission; transmission barriers