论广告中的英汉翻译技巧

Abstract

With the rapid development of information and technology, more and more advertising appear in people’s life. It seems that playing an important role in our daily life. Nowadays, advertisement used as one of important method to make money for many manufacturers, because it not only can send information, most importantly, it can attract consumers. Especially with globalization accelerating, some manufacturers have to make a lot of promotions for their products in foreign markets in order to operating internationally. So advertisement translation is increasing. However, in this society, particularly in China, unsatisfying translation is appearing in media ever and again, which not only affect manufacturer’s profits, but also impairs the public image of their enterprises. Moreover, people in different country have different cultural, which cause their impact on advertising translation. Hence, those devoted to translation should take cultural difference into consideration. and should understand the theory of the translation advertising deeply at the same time. According this subject, this thesis explored the significance of advertising translation and several translation strategies.

Keywords　 Advertising Slogan; Translation Techniques; International sales

Contents

Abstract I

Contents I

Introduction 1

1. Advertisements Language 2

1.1 Definition of advertisement 2

1.2 Research Approach 3

2. The Translation of Chinese and English Ads 3

2.1 Legitimacy principles 4

2.2 Examples and analysis 4

2.3 Morphology in English advertising slogans 6

2.4 Syntax and Rhetorical devices 7

3. Results and Suggestions 7

3.1 A brief Review 8

3.2 Some common skills 8

3.3 Functional equivalence in Cultural Element 9

4 Conclusion 9

References 11