英文广告特点及翻译原则与策略
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Features of English Advertisement and Principles and Strategies of Its Translation
英文广告特点及翻译原则与策略
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Abstract(English).............................................................................. 错误!未定义书签。Abstract(Chinese) .. (iii)
Introduction (1)
Chapter 1 Features of Commercial Advertisement (3)
1.1 Features of advertising words (3)
1.2 Structure of advertising sentences (5)
1.3 Rhetorical features in advertisements (7)
Chapter 2 Comparison of English and Chinese advertisement (10)
2.1 Phonological Difference (10)
2.2 Semantic Difference (11)
2.3 Difference of Figure of Speech (12)
Chapter 3 Principles and strategies of Advertisement Translation (14)
3.1 General principles of advertisement translation (14)
3.2 Typical translation techniques of English advertisement (16)
Conclusion (20)
Bibliography (21)
Abstract
Nida’s Functional Equivalence Theory focuses on the reaction of readers to the translation. This theory can be used to guide the translation of advertising English. The main point of advertisement translation lies in the embodiment of cultural factors because culture inevitably affect people’s thought and their attitude towards everything. That how well the translation is accepted depends on how much it demesticates the cultural factors. Therefore translators should observe the three principles of smoothness, preciseness and conciseness when doing advertisement translation. As to the choice of strategies, literal and free translation can be chosen according to different text, on condition that it can reach a desire effect.
In chapter one the thesis analyses in the characteristics of commercial English from three points of view. Then in chapter two it contrasts English and Chinese commercial from the point of view of the differences of the two ideographic systems so that it advances certain basic theory for the translation of commercial advertisements. Meanwhile it informs translators of the difference of English and Chinese advertisements in order to avoid being confined by language barriers. In chapter three some principles and basic skills of advertisement translation are put forward against the problems existing in the current translation of advertisements.
Through the analysis of successful advertisements and their translation, a natural conclusion can be drawn that cultural factors play a very important part in advertisement translation. There it is necessary for a translator to have a good knowledge of the cultural defferences
Key words: advertisement translation; cultural difference; principles; strategies