OnTranslaionTechniquesofAdverisemenEnglish英文广告的翻译与技巧_开题报告

（一）Studies on Advertising Translation Abroad

The term of “advertising translation” was first mentioned in translation studies by Pierre Hurbin in his article Can One Translate the Language of Advertising? published in Babel (Ding Wen，2007:61) in 1972. He put forward the translatability of advertisements and suggested ways of translating.

Hurbin’s article appeared in a period when linguistic study of translation was primarily concerned with the notion of equivalence, which is “submitted to lexical, grammatical and stylistic analysis, and is established on the basis of text type and social function”. He points out that there are a number of translations for any source text(ST) ； it is the translator’s task to choose the most appropriate one from these possibilities. With the flourishing of functional theory, researchers turn to text material. Creating glossaries based on specific product categories will benefit the translator engaged in the translation of advertisement materials.

After twenty years, there emerged another article devoted to advertising translation. Claude Tatilon follows the view of Nida that the adequacy of a translation depends on a large number of different factors: the reliability of text itself, the discourse type, the intended audience, the manner in which the translated text is to be used, and the purpose for which the translation has been made (Nida, 1999:117).

However, he still hesitated about whether to “translate” or “transform” the advertisements.

（二）Studies on Advertising Translation in China

In China, the research on advertising language can be seen in some major periodicals since 1980s. The early papers mainly focus on the exploration of translation of specific terms of advertisements and some problems existing in English translated versions of Chinese advertisements, which is the initial stage of advertising translation. Afterwards, some in-depth studies began to involve the principles and standards in advertising translation in 1990s. In these studies, many factors have been taken into account, such as text message, language aesthetics, and consumer psychology, etc. The scholars explain their respective views from different aspects, and this period can be called the contending stage due to the divergence of views.

Since the late 1990s, more attention was paid to the difficulties in advertising translation, for example, rhetorical devices, transmission of emotional factors, reproduction of brand image, preservation of trademark characteristics, etc. As for the research methods, the domestic ways focus on induction and exemplification by analytic method. However, an effective and practical translation model has not been adequately established.

In recent years, China is becoming more and more powerful in the world. Not only can we benefit a lot from the high quality products imported from foreign countries, but also our national products are entering the international market on a large scale. Under these circumstances, advertisements play a key role in exchanging products between China and foreign countries. In the domestic advertising industry, advertisers have done thorough research on domestic consumption demand, consumers’ psychology and behavior. The domestic advertising industry is becoming more mature and perfect. However, at the same time, China’s foreign-related advertisements and advertising translation is in its infancy. Compared with thriving international trade, advertising translation has been lagging behind. Translation errors and mismatches can be seen frequently in advertising translation. Aiming at the present situation, many scholars and translators have begun to study advertising translation in China. They try to seek for effective ways in advertising translation from different perspectives. For example, Wang Fangfang’s Functional Equivalence and Advertisement Translation (2013), Kong Ting’s A Study on Chinese-English Advertisement Translation by Applying Nida’s Functional Equivalence Theory (2011). Xie Yazhuo’s Cultural Elements in English-Chinese Advertisement Translation (2013), Tian Ji’s Cultural Differences in Advertising Translation(2015), and Zhang Yu’s Cross-cultural Pragmatic Failure in Advertising Translation between English and Chinese (2007) have discussed the cultural elements in advertising translation while Wang Gege’s Pragmatic Presupposition and Relevance in Business Advertisement Translation (2014) and Li Jie’s Cultural Differences between English and Chinese and Pragmatic Failure in Advertising Translation (2014) begin from the perspective of pragmatics. Wu Huan’s Functional Equivalence of Advertising Translation from the View of Relevance Theory(2014) starts from the perspective of relevance theory.

It is noticeable that the past advertising translation was mainly studied from the linguistic and pragmatic perspective while seldom from the viewpoint of target text (TT)’s functions. There is a lack of systematic and effective application of theory into practice, so it is crucial to find a link between them. Because of this situation, the author tries to apply Skopos theories, which is the most influential and important translation theory of German functionalist approaches, in advertising translation to improve the present advertising translation.

二、^范文提纲

1.Introduction

1.1.Research Background 

1.2.Research Object

2. Main Characteristics in Advertisement English

2.1. Verbs

2.2. Adjectives

2.3. Borrowed words

2.4. Alliteration and Rhyme

2.5. Compounds

3.Translation techniques of Advertisement English

3.1. Literal translation

3.2. Free translation

3.3. Transliteration

4.Conclusion

Reference

三、参考文献

[1] Hurbin, P. Can One Translate the Language of Advertisement[J]. Babel: International Journal of Translation.1972

[2] Ding Wen. Translation Studies [M]. Shanghai: Shanghai Foreign Language Education Press.2007

[3] Nida, Eugene A. Language and Culture [M]. Shanghai: Shanghai Foreign Language Education Press.1998

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