文化亏损往往是因为两种文化中找不到对等的替换物而造成的,有时候也可能是因为译者对原作理解有误。本文从语用翻译的本质和关联理论的角度出发,以广告语篇中“龙”的翻译为例,探究了文化意象缺省现象出现的原因,并探讨了其翻译方法。 Cultural loss is often caused by the lack of a reciprocal alternative in both cultures, and sometimes by the translator’s erroneous understanding of the original. From the perspective of the nature of pragmatic translation and the relevance theory, this paper explores the reasons for the default phenomenon of cultural images in the translation of “dragon” in the advertising discourse and explores the translation methods.