A Study on the Strategies of English Advertisement Translation 英语专业毕业论文.doc

A Study on the Strategies of English Advertisement Translation 1. Introduction With the rapid development of market economy all over the world, advertising involves into every aspect of daily life. Companies spend tens of thousands of dollars every year in advertising on TV, radio, newspapers, magazines, internet web and in any places where it is allowed to do in order to make the public awareness and buy the advertised products and services. Multinational companies sell the products and services to different countries through advertising in local languages; there is a growing need for efficient and effective international advertising communication. The translated advertising without losing the original image and concept need to be created and broadcasting in current fiercely-competitive international market place. Advertisement, as the most representative sign of contemporary society, has been becoming the major part of our life. With the ever lasting growth of Chinese economy and extensive international and domestic markets, more and more Chinese products are exported to foreign regions and countries, meanwhile, various goods from other regions and countries are seeking fortune in China. Advertising, be it written or audiovisual, is one of the areas of activity that most often makes use of the services of specialized translators. In the past, “faithfulness, expressiveness, elegance”, and equivalence theory have been regarded as the foremost translation criterions in different times in translation practice. However, these traditional linguistic-oriented translation theories are far from meeting the requirement of current advertising translation demands for two reasons. Firstly, advertisement is a sub-variety of pragmatic stylist, has the peculiar stylist features as well as purposeful communication functions with the ultimate purpose of persuading and evoking people to “do things”. Secondly, each language has its unique linguistic features and cultural characteri