On English-Chinese Translation Techniques of Advertisements---开题报告

This paper carefully examines thirty-two representative English advertising slogans of world famous brands and their corresponding translated Chinese versions. Based on this, the thesis tries to explore the techniques normally adopted in the E-C advertising slogans translation.

For instance, (Tanaka, 1992; Xue Bing, Li YueE, 2000; Ou Yi, 2000; Huang Lei, 2000). Through the research result, we could infer basic translation strategies and unique features in advertisement slogan translation from people’s common practices. The author finds out that E-C advertising slogans translation could be generally categorized into three groups: literal translation, free translation and meaning-add translation. Besides, English advertising slogans are much different from other texts in terms of syntax, morphology and rhetoric. To make sure translation results carries the same meanings with the original texts, the person working on English advertising slogans translation should pay attention to the cultural difference.

The weakness of this research lie in that samples collected may not be adequate and typical enough due to the resource for official slogan translation is limited plus some famous companies adopt the English original directly even in a foreign market. The author hopes based on his attempt, more investigation would be carried out in this area in the future study. Meanwhile For better brand awareness among target consumers and business promotion in China market, it is absolutely necessary to translate and localize the English advertising slogans into Chinese.

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.

Key words：Advertising Slogan; Translation Techniques; International sales

Contents

1. Introduction ----------------------------------------- -------------------------------------------------

1

2. Advertisements Language -----------------------------------------------------------------------   

2.1 Definition of advertisement ------------------------------------------------------------------  

2.2 Origination of advertisement ----------------------------------------------------------------  

2.3 Research Approach ------------------------------------------------------------------------    

3. The Translation of Chinese and English Ads-----------------------------------    

3.1 Legitimacy principles ------------------------------------------------------------------------    

3.2 Examples and analysis --------------------------------------------------------------------     

3.3 Morphology in English advertising slogans ---------------------------------------     

3.4Syntax and Rhetorical devices----------------------------------------------------------                                                                       

4. Results and Suggestions --------------------------------------------------------------------    

4.1A brief Review --------------------------------------------------------------------------------       

4.2 Some common skills -------------------------------------------------------------------------    

4.3Functional equivalence in Cultural Element------------------------------------------                                       

5. Conclusion ---------------------------------------------------------------------------------------------  

Bibliography ----------------------------------------------------------------------------------------------- 

Appendix: --------------------------------------------------------------------------------------------------- 

5.　 Bibliography

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