Ⅰ.Introduction
In modern society, advertising as a kind of commercial embodiment, becomes more and more important in our daily life. Whenever and wherever we are, we can see the advertisements around us. The advertisements affect us in different spheres of our life, and it conveys information to people of the availability of goods and services. And it helps persuade a lot of customers to purchase more products, thus, it promotes the development of the national economy and the market. Therefore, with the level of our life rising continuously, advertising becomes an indispensable part in our life.
With China’s accession to WTO and further reform of economic development, more and more countries want to enter the Chinese market. At the same time, we also need to put our products into international market, to make them become international products, and then, to make more and more foreigners be familiar with our products and to know further about our culture. Accordingly, in order to make our products enter into the international market and meanwhile to make ourselves know about foreign products, advertising translation becomes a means that we must be resorted to. For this reason, advertising translation plays a more and more important role, and arouses wide concern of more translators.
Owing to different culture between our country and others, therefore, when we handle the translation of advertising, we must notice the culture elements. And we have two strategies to resort to: domestication and foreignizaiton. The controversy between domestication and foreignization appears from ancient time until now, in the east and the west, is the extension of controversy between literal translation and liberal translation. Domestication and foreignization are the terms coined by L.Venuti(1995). Domestication refers to target language culture, in order to make the translation more intelligible and suitable for the target test readers. Foreignization refers to source language culture, which strives to preserve as much as possible the original flavor of the source language. And both of them have their own significance, as supplement each other. And now, the translators consider the domestication as basic strategy, and foreignization as supplement.
Based on the theoretical analysis and the comparative analysis of the two strategies, we can get to the conclusion of the thesis: when we translate the advertising, we need to use the domestication as the basic strategy, while foreignizaiton as the assisting stratety.
Ⅱ.The Basic View of Advertising
Advertising is around us at all times. We can see them on TV, in newspaper, on the street showcase, etc. And what is the advertising?
In this chapter, the paper will demonstrate the basic view of advertising, including the definition, the purpose, the function and the classification.
2.1 The Definition and Purpose of Advertising
Advertising as a kind of commercial embodiment, becomes more and more important in our daily life. Whenever and wherever we are, we can see the advertisements around us. What is advertising all about? Its history can be traced back to thousands of years ago. For example, in ancient times, there were advertisements found on the street walls in Roman to promote the sales of products. In fact, at the beginning, the word “advertise” o，英语论文范文，英语论文题目 |
