Essay Of Advertising Translation

With the development of economic globalization, advertising industry has been developing at a speed no one could imagine twenty years ago.This paper focuses on the research of advertising translation with the directions of intercultural interaction and western translation theories.Therefore, the debate arises between the differences in advertising translations versus literal translations, and in what ways does culture have an impact on commercials and which translation strategies for commercial ads from an intercultural perspective have been determined.

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Here we use E-C to replace English to Chinese; this form is followed by the whole paper. Strategies for English-Chinese Translation of Commercial Advertising from Intercultural Perspective Language is aimed at a target audience.

The function and focus of the advertising language determines the characteristics of the advertising language [6] .

For different translating methods, different translators have different translating strategies on advertising.

Some translators believe that the standard of translation is authenticity and accuracy.

In terms of the study of the translation with regards to commercial advertising, most scholars have probed from the point of view of linguistics or translation theories.

Some scholars like Quan Lu [1] discussed this issue based on Nida Eugene A’s theory of functional equivalence in 2000.

For instance, “Challenge the limits” (translation: “挑战极限”). This literal translation just uses four Chinese words to express a concise meaning.

A brief advertisement that contains uncomplicated contents can be translated in the way of literal translation.

After the above analysis, the purpose of commercial advertising translation is to effectively communicate and realize the purchase action.

For the sake of achieving this ideal purpose, the following translation strategies can be used as a reference. Literal Translation Larson [7] published Meaning-based Translation: A Guide to Cross-language Equivalence in 1984, in which he stated “A literal translation is a translation that follows closely the form of the source language.” In literal translations, the translation must contain both the original content and keep the original form, as it should be subjected to the literal translation in regards to the target language and not be influenced by subjective interpretations; the translation not only retains the original contents, but also the original forms, especially retains the metaphors, figures and tastes, etc.


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