Abstract:Advertisement is an art of persuasion. The advertisement which makes the audience have a strong desire to buy is a successful advertisement. With the vigorous development of Chinese economy, Chinese products start to emerge in the international market, and the foreign products also appear in China. In order to win the international market shares, all countries are trying to sell more products with a promotional strategy, so they use advertisements to attract people to buy more. Therefore, the Chinese and foreign enterprises are facing the connected problem between the business advertisement and international business advertisement, that is advertisement translation. Advertisement Translation is a special style of translation, and the study of English advertisement translation can be extremely important. Using a good English translation strategy can win the crowd; arouse their desire to purchase the products. When implementing the English advertisement translation strategies, we should pay attention to the differences of international psychology by respecting those who have different consuming sense in different countries, besides, we should meet the consumer's aesthetics and make the expressions normal and simple; what’s more, the words we choose should be lively and creative. This paper is going to give out a conclusion about the translation strategies that we can use the methods of literal translation, liberal translation, creative translation and extensive translation to realize the information transfer bases on the principle of publicity.
Key words: advertisement; translation strategies; creative; information
Table of Contents
Abstract
中文摘要
1.-Introduction-1
2. Literature Review-2
3. The Definition，Function，Features，Discourse Structure of English Advertisement-3
3．1 The definition of advertisement-3
3．2 The function of advertisement-4
3．3 The features of advertisement-4
3．4 The discourse structure of advertisement-4
4．English Advertisement Translation Strategies and Methods-6
4．1 Direct (Literal) translation-6
4．2 Free (Liberal) translation-7
4．3 Creative translation-8
4．4 Supplementary translation and condensed translation-9
4．4．1 Supplementary translation-9
4．4．2 Condensed translation-10
4．5 Zero translation and compiled translation-11
4．5．1 Zero translation-12
4．5．1 Compiled translation-12
4．6 Contrast-12
4．7 The most common strategy to English advertisement translation-14
5. Conclusion-16
References-18
Acknowledgements-19
