OnTranslaionSraegiesofAdverisemens_开题报告

Chinese economy has already entered the world market. Advertisement which is a fundamental marketing tool plays an important role in Chinese economy. And it contributes much to the entrance of products sale and services to the world market. As a phenomenon of the market economy, the study of advertisement in the West has a history of more than thirty years. In contrast, the study of it in China is still in its infancy.

Domestic Research Status 

Since the last decade or so, the translation studies in China have made gratifying achievements, and the research horizon is also wider. 

In 2003, Tan Weiguo discusses three approaches to the translation of rhetorical constructs at the level of the sentence and the text in the English and Chinese discourse of advertising, namely, the literal approach, free approach, and flexible approach. 

In 2006, Jie Fang et al. analyzes some pragmatic failures in advertising translation between English and Chinese, probes into the significance of cultural background in advertising translation, and expounds the principle of avoiding pragmatic failures in cross-cultural advertising translation. 

In 2007, Xiaomei L. holds that translators should consider linguistic features, cultural factors and reader expectations of the target language and adopt adaptive strategies in order to fulfill the intended vocative function of advertisements.

In 2008, Qinghua Pan et al. analyzes the similarities and differences between the characteristics of English and Chinese advertising language by combining many Chinese and foreign advertising examples, and puts forward several translation methods of English and Chinese advertising language, namely literal translation, free translation, creative translation and other translation methods.

However, there are still some deficiencies in the research depth and innovation of theoretical construction. 

1.2. Overseas Research Status

There are four common features in foreign translation studies: systematic integrity, theoretical elaboration, pertinence of purpose and creation of content. There are four weaknesses in foreign translation studies: (1) ignoring basic theoretical studies; (2) inclining to pure theoretical research; (3) translation researchers keep academic confidentiality and have no contact with each other; (4) without macro-control, we cannot achieve breakthroughs on some major issues. 

In 2004, Yun-feng G U. discusses advertisement translation with a contrastive study of the differences of English and Chinese and the two cultures.

In 2006, Smith K ends by suggesting that the analysis of translated Russian advertising headlines offers another concrete example of the globalizing tendencies of large corporations and the power they exercise in shaping contemporary media discourses. Zhang-rong S. summarizes three principles of advertising translation on the basis of Peter Newmark’s communicative translation. Advertising has the function of persuasion and is designed to attract the readers' attention to persuade the readers to buy commodities. The communicative translation put forward by Peter Newmark intends primarily to achieve a certain effect on its reader’s mind, the approach adopted in advertising translation can help to produce an equivalent effect on the second reader.

In 2009, Zhanxi, L. I. probes into cognitive activities involved in English-Chinese advertisement translation within the frameworks of Sperber and Wilson’s Relevance Theory and Verschueren’s Adaptation Theory. A tentative pragmatic perspective is proposed to guide translator's linguistic choices in the target language so as to maintain the original artistic effect and achieve pragmatic equivalence.

Though a lot of articles and works have been done on the research of advertisement these years, they are superficial. And the research of advertisement translation still remains blank except for several articles sparkling in journals. So it is necessary to do a study in this perspective. I will start with analyzing the differences of advertisement culture and the differences of language and then continue to explore new strategies in the advertisement translation.

2. Outline of thesis

1.Introduction

1.1.The importance of Advertisement

1.2.Advertisement Translation

2.Features of Advertising English

2.1.1.Language Features of Advertising English

2.1.2.Stylistic features of Advertising English

2.1.3.Rhetorical features of Advertising English

3.Translation Strategies of Advertisement 

3.1.The Character of Product Advertisement

3.2.The Cultural Tradition

3.3.Innovation

3.4.The Standard Language

3.4.1.Normative Pronunciation and Font

3.4.2.Using Idiom Circumspectly

4.Conclusion

3. References 

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