Abstract

Advertisement as the name implies means widely publicized. In recent years, advertisement has become a carrier of cultural transmission. With the constantly development of market economy, the commercial competition has set its goal to globalization. Advertisement which had crossed the national boundaries has put forward the requirement of high quality translation towards advertisements with the function of marketing. A successful translated advertisement can bring enormous profits to a company, however, it can not only achieve the desired results but might also make enterprises suffer huge losses. So, great practical significance to discuss the translation strategies has been found. However, the translation in our country’s present situation is not satisfying and still exists a lot of problems and its development is not mature and perfect enough. In this thesis, the author proposes the subject of the translation strategies of advertisements, and will discuss the translation strategies combined with some examples from both domestic and abroad according to text type theory of Newmark. By the proper and efficient use of these methods, making the version could achieve the same effect with the source text, opening the market and promoting the sales. Through the research about these strategies the author provides a reference for translators and improves the cognition and translation ability of undergraduate.

 Keywords: Newmark; text type theory; advertisement; translation Strategy

Contents

Abstract

摘要

Chapter 1 Introduction-1

Chapter 2 Literature Review-3

  2.1 Text Type Theory of Newmark-3

 2.1.1 Expressive Text-3

 2.1.2 Informative Text-3

 2.1.3 Vocative Text-3

  2.2 Semantic Translation and Communicative Translation-4

Chapter 3 Advertisement Review-5

  3.1 The Nature and Characteristics of Advertisement-5

 3.1.1 The Nature of Advertisement-5

 3.1.2 The Characteristics of Advertisement-6

  3.2 Advertisement Translation Problems and Influencing Factors-7

 3.2.1 Advertisement Translation Problems-7

 3.2.2 The Influence Factors of Advertisement Translation-8

Chapter 4 The Application of Text Type Theory in the Chinese-English Advertising Translation-10

  4.1 Literal Translation-10

  4.2 Free Translation-11

  4.3 Transliteration-12

  4.4 Corresponding Translation-13

  4.5 Creative Translation-13

Chapter 5 Conclusions -15

  5.1 Significance and Insufficiency of Advertisement Translation-15

  5.2 Reasonable Suggestions on Advertisement Translation Strategies-15

Bibliography-17

Acknowledgements.. 18