广告作为“重呼吁”的文本类型,旨在吸引人并激起人们的购买欲望。广告翻译中,在很多情况下,如果坚持原文的内容或形式,往往会导致文化冲突,达不到原有效果和目的。此时,根据勒菲弗尔的重写理论,从文化意识形态的差异入手对原文进行重写就不失为一个有效方法。 The ads serve as a textual type of “re-appeal,” aiming to appeal and arouse people’s desire to buy. Advertising translation, in many cases, if the insistence on the original content or form, often lead to cultural conflicts, the original effect and purpose. At this point, according to Le Foeffer’s theory of rewriting, starting from the cultural ideological differences to rewrite the original text is an effective way.