Abstract

Advertising is a means of passing information to the public through a certain form of media and for a certain amount of cost, openly and widely. It can be seen that advertising is a direct impact on the development of business, especially with the development of globalization, offering more opportunities to show their products to the world. In order to promote their products in a foreign country, the translation of advertising is essential. And advertising as a practical style, it has specific features.T his paper summarizes the studies on e-commerce advertisement, and then discusses the status of AliExpress advertising translation, and put forward some shortcomings, which will have some guiding significance for future advertising translation.

Key words：AliExpress; English Translation; Electronic Product

Contents

Abstract

摘要

Chapter 1 Introduction1

  1.1 Research Background-.1

  1.2 Research Significance2

Chapter 2 Literature Review.4

  2.1 Advertising Translation Theory.4

 2.1.1 Relevance Theory4

 2.1.2 Functionalist Translation Theory.4

 2.1.3 Cultural School Translation Theory5

  2.2 The Principle of Advertising Translation.5

 2.2.1 Alternative Translation Theory6

 2.2.2 Simple Translation Theory6

  2.3 Previous Study on Situation of China's Advertising Translation.7

  2.4 Cultural Differences and Advertising Translation.8

  2.5 Advertising Language Features.9

  2.6 Ad Text Function.10

Chapter 3 Current Situation of China's Advertising Translation Research12

  3.1 Introduction to the Advertisement of Electronic Products in AliExpress platform.12

 3.1.1 A Serious Shortage of Advertising Costs.12

 3.1.2 Advertising Performance Monotonous Mediocre13

 3.1.3 The Main Brand Awareness is Weak13

  3.2 The Problems for the English Translation Status in the Advertisement of Electronic Products14

 3.2.1 Lack Systematic.14

 3.2.2 Lack Innovation14

 3.2.3 The Majority is the Descriptive Language15

 3.2.4 The Introduction of Electronic Products Manufacturers and Product Honor Books and Other Content Too Much15

 3.2.5 Ad Language Plain Boring, Lack of Artistic Appeal.15

  3.3 Analysis of the Reasons15

 3.3.1 Objectivity Factors16

 3.3.2 Subjective Factors.16

Chapter 4 Suggestion.18

Conclusion.21

Bibliography-22

Acknowledgements.24