OnTechniquesofEnglish-ChineseTranslaionofAdverisemens_开题报告

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

AbstractI

ContentsI

Introduction1

1. Advertisements Language2

1.1 Definition of advertisement2

1.2 Research Approach3

2. The Translation of Chinese and English Ads3

2.1 Legitimacy principles4

2.2 Examples and analysis4

2.3 Morphology in English advertising slogans6

2.4 Syntax and Rhetorical devices7

3. Results and Suggestions7

3.1 A brief Review8

3.2 Some common skills8

3.3 Functional equivalence in Cultural Element9

4 Conclusion9

References11

References

[1] A S Hornby, Sally Wehmeier, Michael Ashby(2004). The Oxford Advanced learner’s English-Chinese Dictionary 6th edition. Oxford: The Commercial Press & Oxford University Press.

[2] Alexander Fraser Tytler(1790). Essay on the principles of translation. London : J. M. Dent.

[3] Cook G. The discourse of advertising. London: Routledge, 1992

[4] 殷红梅.试论广告英语的修辞艺术[J].英语知识，2000 

[5] J王春燕, 广告英语中的双关语的翻译[J], 江苏工业学院学报,2008,(1)

[6] 崔 刚. 广告英语 300 句[M]. 北京：北京理工大学出版社, 1993.7

[7] 林 华.英语广告双关语的理解和翻译技巧[J]. 江汉大学学报,2004第2 期[8] 蒋 磊. 谈商业广告的翻译[J]. 中国翻译, 1994 第 5 期

[9] 孟 琳,詹晶辉, 英语广告中双关语的运用技巧及翻译[J]. 中国翻译, 2001 第 5 期

[10] 陈文伯，一词两义的翻译[J]，中国翻译，1994，（4）

[11] 蒋 柳, 英语双关语的认知研究广西大学学报哲学科学版,2007

[12] 曹志耘.广告语言艺术[M].长沙：湖南师大出版社，1992.98-104.

[13] 李克兴.论广告翻译的策略[J].中国翻译，2004(6).

[14] 李运兴，语篇翻译引论 [M],中国对外翻译出版公司，2001

[15] 赵静.广告英语[M].上海.上海外语教育出版