Abstract: Advertisement translation has played an important role in the international marketing. At       the same time, frequent foreign trade demands the further accuracy and quality of the advertisement translation. Therefore, many language researchers have paid much attention to it. The thesis will classify two types of pragmatic failures in advertisement translation---pragmalinguistic failure and sociolinguistic failure. Then causes that lead to the failure with examples will be analyzed. Based on the analysis, some strategies to avoid pragmatic failures in advertisement translation will be put forward: being loyal to the original meaning of advertisements, adapting to the expressive habit of target language and being familiar with foreign cultures.

Key Words: advertisement translation; pragmatic failure; strategy 

CONTENTS

Abstract

摘要

1. Introduction1

2. Pragmatic Failures in Advertisements1

2.1 Pragmalinguistic Failures in Advertisement Translation

2.1.1 Pragmatic Failures in Phonetics

2.1.2 Pragmalinguistic Failures in Lexicon 

2.1.3 Pragmalinguistic Failures in Syntax

2.2.Sociopragmatic Failures in Advertisements .5

2.2.1 Differences in Cultures

2.2.2 Disparities in Values

3. Strategies to Avoid Pragmatic Failures in Advertisement Translation8

3.1 Being Loyal to Original Meaning of Advertisements

3.2 Adapting to Expressive Habit of Target Language

3.3 Being Familiar with Foreign Cultures

4. Conclusion10

Bibliography.11

Acknowledgements.12