Advertisements In English And Chinese & Their Translations
Contents
Abstract (English)...........................................................................................ii
Abstract (Chinese).........................................................................................iii
Introduction…….……….………………….………………..………………1
Chapter 1 Background Knowledge of Advertisements…..………..2
1.1 Definitions of Advertisements.........................................2
1.2 Classification of Advertisements...........................................3
1.3 Functions of Advertisements.........................................4
Chapter 2 Translation Criteria and Strategies of Advertisements…..……5
2.1 Criteria for advertising Translation.........................................5
2.2 Translation Strategies of Advertisements………………….....…….….6
2.2.1 Transliteration………………….……………………..…………….6
2.2.2 Literal translation……………….……………………..…………….6
2.2.3 Free translation………………….……………………..…………….8
2.2.4 Combination of literal & free translation…………..…………….10
Chapter 3 Application in Advertising Translation………..………..…...12
3.1 Translation of Brandnames…………………….………………………12
3.2 Translation of Slogans………………………….…………….…..……15
3.3 Translation of Advertising Texts……………….…………….…..……18
Conclusion…………………………………………………..……….….….21
Bibliography…………………………………………………..……….….….22
Abstract
With the development of economic globalization, advertisement as a sales stimulus plays a crucial role in delivering information. Therefore it seems to be more important to understand, appreciate and translate advertising language properly.
This paper attempts to make a systematic study of the translation of advertising language. It aims to put forward the criteria and main strategies of advertising translation. The criteria is that the target text must be the same with the original text in the effect of promoting sales. The main strategies are transliteration, literal translation, free translation and combination of literal & free translation.
This paper consists of three chapters. Chapter 1 briefly introduces the definition, classification and functions of advertisements which serve as a preparation for the discussion of advertising translation. Chapter 2 points out the translation criteria and four translation strategies. Chapter 3 mainly discusses how to apply the translation criteria and strategies in translating advertisements. It is concluded that the criteria and strategies are very useful in advertising translation. In the process of translating advertisements, translators should take the criteria into fully consideration and use the strategies flexibly. At the same time, translators should pay attention to the differences between two cultures.
Key words: advertisement; free translation; literal translation; slogans
摘 要
在经济高度国际化的今天，广告作为一种销售催化剂，已经成为传播各种消息不可缺少的有力工具和手段。因此，如何理解、欣赏并准确的翻译广告变得尤为重要。
本文试着对广告语言的翻译进行系统的探讨。通过对广告翻译的略论，从而得出适合广告翻译的标准和策略。译文和原文是否具有一样的广告效果是衡量广告翻译的标准；音译，英语论文网站，直译，意译和直意结合是四种主要的广告翻译策略；
本文分为三章。第一章简要的介绍了广告的定义，分类和功能，为讨论广告的翻译做好了铺垫。第二章提出了广告的翻译标准以及音译，英语论文，直译，意译和直意结合四种广告的翻译策略。第三章主要讨论了如何利用以上所提到的翻译标准和翻译策略进行广告的翻译。最后得出结论，广告的翻译标准和四种主要翻译策略对广告的翻译非常有用。在广告的翻译过程中，我们应当充分考虑翻译标准并灵活应用翻译策略；同时，也应当注意各国文化之间的异同。
关键词：广告；意译法；直译法；广告口号
Conclusion
Advert | 
