Abstract:The thesis mainly studies the definition of loan translation and its principles and functions in advertising translation. It introduces four typical translation principles including function equivalence, respect of culture and custom, innovation and attraction principles. Whereas three important functions refer to aesthetic value, localization and culture transmission. Meanwhile, the writer gives many different translation cases to explain different principles and functions of translation, aiming to make the readers better understand the specificity of loan translation as well as its underlying cultural knowledge.  

Key words: advertising translation; loan translation; principles; functions

CONTENTS

Abstract

中文摘要

1. Literature Review1

2. Definition of Loan Translation2

3. Principles of Loan Translation of Advertisements2

  3.1 Function Equivalence3

  3.2 Respect of Culture and Custom.4

  3.3 Accuracy and Flexibility5

  3.4 Attraction.6

4. Functions of Loan Translation of Advertisements7

  4.1 Aesthetic Value7

  4.2 Localization.8

4.3 Culture Transmission.10

5. Conclusion11

Bibliography.12

Acknowledgements13