On the Strategis of Advertising Translation 广告翻译的基本策略.docVIP

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On the Strategis of Advertising Translation 广告翻译的基本策略.doc

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On the Strategis of Advertising Translation 广告翻译的基本策略

On the Strategies of Advertising Translation 广告翻译的基本策略 Abstract In modern society, advertising, as the embodiment of commerce, is becoming an important part of our daily life. Not only is it supposed to be appealing, it is also used as a tool for manufacturers to improve their products’ marketability. With globalization accelerating, more and more businesses of all types are operating internationally in various ways. With china’s accession to the WTO there has been a dramatic increase in the number of Chinese enterprises and products flowing into the international market while at the same time the increased transparency and advantages that WTO membership confers have ushered in a new sea of foreign goods into our domestic market. To survive in the fierce global market, they have to make a lot of promotions for their products in foreign markets. In this situation, advertisement translation is increasingly showing its importance. However, in all national markets, particularly in China, unsatisfying translation is appearing in media ever and again, which not only means financial loss, but also impairs the public image of manufacturers as well. Hence, it becomes an urgent task for those devoted to translation practice to seek a suitable theory for guidance. Therefore, this thesis will talk about the advertising English and its translation. First of all, I will talk about the purpose and significance of the study, it includes the importance of the advertising, then, I will talk about the dimensions of advertising and, in this part I will take a brief introduction to advertising and the definition of advertising. In chapter 3 I will present a brief introduction to functional equivalence, it includes its background and definition. Then, I will give some examples of semantic equivalence, and analyse these examples. Chapter 4 is the most important part of this thesis, in this chapter I will talk about the basic strategies of advertising translation, but first of all I