Abstract
This article mainly discusses the important roles of literal translation and liberal translation in advertisement translation from their translation effects. And it gives us an idea that we should neither praise nor censsure either of them and we should adopt a correct method according to the concrete condictions to achieve a perfect translation effect.
Key words: literal translation; liberal translation; advertisement
摘 要
从直译与意译这两种翻译的`方法效果入手，系统论述了2者在广告翻译中所起到的重要作用，阐明了翻译中不应该片面地褒贬其中任何1种，而应根据具体情况，采用正确的翻译方法，才能达到信、达、雅的翻译目的。
关键词：直译;意译;广告