Non-literary Translation—Knowledge into Action——On the E-C Translation of Advertising Slogans

A large number of foreign brands want to enter the Chinese market which has great potentials. In such a world of informa-tion, they have to advertise to make their products known to the Chinese customers. Their English advertising slogans, which are ofgreat importance in the advertisements, should be translated into Chinese. Since these advertising slogans have their unique charac-teristics, their translation requirements and methods are quite different from that of other types of text. This paper explains the func-tions of advertising slogans and their translations first; then analyzes the similarities and differences between Chinese and Englishadvertising slogans with examples; and finally, shows what methods to be adopted to translate English advertising slogans.