On Translation Strategies of Commercial Advertisements From the Perspective of Skopos Theory

In a highly competitive market,excellent advertising translation can better promote brands.By adopting the three principles of Skopos Theory,this paper discusses the E-C translation strategies of commercial advertisements based on specific advertising translation cases,and proposes translation methods of literal translation,free translation,paraphrase,and augmentation,as well as rhetorical methods of homophonic puns,aiming to improve the quality of commercial advertisement translations,enhance the publicity effect,and achieve brand marketing.

Translation Strategies of Red Tourism Terms in the Central Plains-Taking Red Central Plains as an Example

In recent years,the Red Tourism in Central Plains has gradually become a new type of thematic tourism form,which is an important carrier to carry out patriotism and revolutionary traditional education and carry forward the national spirit.The translation of red tourism publicity is an important window for spreading Chinese culture,and the translation of professional terms is an important link in the red tourism publicity.How to spread the red culture of the Central Plains,glow the charm of the Central Plains culture,enhance the influence of the Central Plains culture,and spread the Central Plains culture to the world has become the mission of every child of the Central Plains.This paper adopts the case analysis method,combined with the specific and typical cases in“Red Central Plains”,and uses different translation strategies and methods to explore the difficulties and solutions of the translation of terms in the red tourism text.

A Study on German Translation Strategies of Culture-Loaded Words in Documentary Hexi Corridor(Expert)by Adaptation Theory

This paper deals with the translation strategies of Chinese Culture-Loaded Words from the perspective of adaptation theory.It is based on the translation text of the sixth episode“Silk Road”and the seventh episode“Dunhuang”of the documentary Hexi Corridor.Many words with Chinese cultural connotations appear in the subtitles of this documentary.This paper will be divided into four parts.The first part and the second part deal with the basic theories,i.e.,definition of Chinese Culture-Loaded Words and of adaptation theory.The original text is analysed in the third part.This part deals with the background and specifics of the language of the documentary film Hexi Corridor.The fourth part deals with the difficulties encountered by the author in translation practice and the corresponding solutions adopted by the author.The translation difficulties are solved by five translation methods,namely transliteration,loan translation,substitution,interpretation,and adaptation.

Gender in translation and feminist translation strategies

Translation has been regarded as the subordination and complementation of the original discourse in the long history of human society, and the loyalty of the wife to the husband has been the metaphor of the relationship between translated version and the original discourse. By using supplementing, prefacing, and hijacking, the feminist translation rewrites the original discourse creatively in order to overwhelming the authority of the original discourse even the male-governed society.

Cultural constraints on translators＇ selection of translation strategies

This article interprets why domestication and those translation techniques as addition, deletion and shift are widely adopted by most translators in modem China and how the target socio-cultural factors at the time constrain the translators＇ selection of strategies in literary translation.

Analysis and Translation Strategies on Cultural Differences Between Chinese and Western

Language and culture are interactive and interdependent. Translation is not only the transfer between two languages, but also between two cultures. Therefore, cultural difference plays a significant role in translation. In the past decades, translation study has shifted from the purely linguistic level to cultural perspective, and study on cultural differences has brought a new world for the sake of translation studies. This paper tries to illustrate the connection between language and culture, the correlation between culture and translation, analyze the main aspects of cultural differences between Chinese and Western, and sum up translation strategies of domestication and foreignization as well as specific translation methods on the consideration of cultural differences. Finally, the paper proposes that translators should pay attention to cultural differences and adjust target text in accordance with cultural differences

A Study of Translation Strategies of Culture-Loaded Words in Knechtges’ Ci and Fu Version From the Perspective of Memetics

Chinese Ci and Fu has a wide selection of materials and contains rich words.It is extensive and profound which is rich in Chinese cultural connotation and national characteristics.D.R.Knechtges is a famous Sinologist,specializing in Ci and Fu and being proficient in Wen Xuan.His translation of the Fu in Wen Xuan was a masterpiece.Through the perspective of memetics,this paper studies five kinds of culture-loaded words in Knechtges’version about Fu in Wen Xuan,analyzes translation strategies used in these translations,and discusses the transmission mechanism of the culture memes which are culture-loaded words.Then get the conclusion,the mode which is given priority to with foreignization,domestication strategy as the auxiliary pole,combination of transliteration,literal translation,free translation,and annotation translation method,is advantageous to the culture-loaded words in the target language culture becoming a strong memes and spreading widely in the foreign countries.

A Study on Usage and Translation Strategies of Puns in English Commercial Advertisement

Pun, a concise way of expressing humor and wit, is especially favored by advertisers to enhance the charm of language. Puns have long been regarded as “untranslatable” due to linguistic and cultural differences between two different languages. However, the author of this paper considers the translatability of puns to some extent. Although human may be lost in translation, translators can make various compensations to achieve similar effects in order to achieve the best translation of text. Combined with the analysis of examples, this paper provides a discussion on the classification of puns in English advertising. The author provides various ways to form puns in advertisement and proposes some suggestion for English commercial advertisement translation.

The C-E Translation Strategies of Run-on Sentences

Run-on sentences are used frequently in daily life and literature;however,there is no corresponding sentence pattern in English.Therefore,it is challenging for translators to render run-on sentences into idiomatic English.This paper introduces the definition,classification,and the translation of run-on sentences,aiming to summarize the common rules of its translation.

On C-E Translation Strategies and Methods of Zhiba Culture for Global Communication

Zhiba culture is a profound culture with a long history,but there are still many problems in the C-E translation of it,such as low popularity,few recipients,and so on,which hinder its communication and development.Therefore,it’s necessary to improve the quality of C-E translation of Zhiba culture.Based on the perspective of communication studies,combining with the principle of“Information First”,the principle of“The Audience First”,the paper explores the existing problems of Zhiba culture C-E translation and hopes to help to improve the present situation,to truly show the charm of Zhiba culture,to make it better accepted by the international community and optimize the global communication effect.

Translation Strategies of Instructional Text--Taking Murder Your Darlings and Other Gentle Writing Advice from Aristotle to Zinsser as an Example

With the popularity of English learning in the world,the demand for instructional materials is increasing,and how to accurately convey the information of these texts to English-learners and provide the learners with an effective learning experience has become a major problem.Therefore,the role of the translator is crucial.It is found that that translators should make linguistic choices based on the text functions and target readers’expectations,and flexibly adopt the translation strategies,such as addition,conversion,and cohesion to convey the intention of the source author and generate the source context accurately and appropriately.Applying relevant theories to the analysis of translation cases,the paper tentatively puts forward solutions to the problems encountered in the E-C translation of chapter one of Murder Your Darlings and Other Gentle Writing Advice from Aristotle to Zinsser.Hopefully,it could provide a reference for other translators working on instructional texts.

Study on Translation Strategies of Metaphor in Zhang Peiji’s Elected Modern Chinese Essays From the Cultural Perspective

Many literary essays contain a large number of metaphor examples.Due to the differences between language and culture,metaphor,as a carrier of culture,makes many translators rack their brains and make great efforts in translation.In recent years,scholars’research on metaphor also emerges many new ideas.On the basis of previous metaphor studies,this paper discusses the cultural factors in conceptual metaphor,selects the translation of some metaphors in Zhang Peiji’s Selected Modern Chinese Essays as examples,and focuses on three strategies of metaphor translation:Literal translation retains the metaphor in the original language;free translation refers to the transformation of metaphor guided by the target language culture;literal translation of cultural metaphor and increase connotation interpretation.

Analysis of the Translation Strategies in the Chinese Version of Tuesday with Morrie from the perspective of functional equivalence theory

Considering the discrepancy of culture and linguistics between English and Chinese, it is inevitable to miss some information when converting source language into target language. According to Nida's functional equivalence theory, the target readers should receive the same reaction with the source text readers. So in order to achieve this objective, translators need to make changes of the original text by applying certain translation strategies. This essay will analyze four strategies used in the novel Tuesday with Morrie in light of functional equivalence theory. It is concluded that the strategies are really helpful for the target readers to understand the original text and acquire more knowledge about the source language culture.

On the Subtitle Translation Strategies of Humour and Satire

This paper makes a comparison between English and Chinese humour and satire in subtitle translation and points outsome problems from both similar and distinctive perspectives by adopting three strategies—assimilation and dissimilation, teleolo-gy, and functional equivalence. These three strategies are the most commonly seen and used in translation works, and are of signifi-cant value in helping people to understand translated TV subtitles and to promote cross-cultural communication.

On the Translation Strategies for English Business Contracts

With advancing of economic globalization and China's Reform and Opening up, the business relations between China and foreign countries are becoming frequent. Business contract is a binding text which is essential to bilateral economy interests.The translation of English business contract concerns both the interests of trade partners and countries, and it is also an important part of economic diplomacy. But in recent years, many inaccurate, unprofessional translation of English business contract can be seen in business circle. This phenomenon can mess up the market and lead to huge loss of economy benefits. So we can see clearly it is important for us to translate contracts precisely. To accomplish this goal, we must be guided with proper strategies. The thesis discusses the features of English business contracts and then tries to find the strategies for translating English Business Contracts.

An Exploration of Tourism Translation Strategies from the Perspective of the Skopos Theory—A Case Study of English Introductions of Yungang Grottoes

Skopos Theory emphasizes that the purpose of translation is to allow readers to fully understand the content of the text,which coincides with the purpose of the tourism text.Taking world cultural heritage-Yungang Grottoes as an example,this thesis explores tourism translation strategies from perspective of Skopos Theory.

A Study on Lin Yutang's Translation Strategies of Domestication

Accredited as"Master of Humor",Lin Yutang is a world-famous translator,scholar and writer who was twice nominated for the Nobel Prize for Literature repectively in 1972 and 1973.His role of successfully introducing Chinese culture to the West are compared to that of Jesuilt missionary Matteo Ricci,quoted The United Daily News of Taiwan,as saying(林太乙,1998).As a unique and an outstanding translator in Chinese history,Lin devotes his entire life to translating and writing in English,and has a profound impact on introducing Chinese Culture to the English-speaking world during the recent 100 years.He also put forward a systematic and sound set of translating theories which he himself abide by strictly in his own works.This small mini essay will touch upon Lin Yutang’s translation,his ideas about translation,his influences,the connections between his writing and translation.Among his various achievements,this essay attempts to probe into Lin Yutang‘s translation theories,especially that of"Domestication".

Chinese-to-English Translation of Publicity on Chinese Minority Culture： Discourse Ideology and Translation Strategies

Discourse ideology refers to the position, attitude and guideline employed by a writer or speaker constructing a discourse in relation to the readers/hearers. This paper defines the notion of discourse ideology in the practice of translation, highlights the relationship between discourse ideology and the translator＇s subjectivity, and illustrates the translation strategies appropriate to the context of publicity of Chinese minority culture to the readers outside China. A tentative conclusion is drawn that the top-down approach from discourse ideology to translation strategies and the bottom-up approach from translation strategies to discourse ideology complement with each other in the Chinese-to-English translation of publicity on Chinese minority culture.

Textual informativity and its translation strategies

Textual informativity is one of the seven standards of textuality. This paper focuses on the shift among three orders of textual informativity. And also probe into some strategies to compensate for the different level of informativity.

Translation Strategies of Long and Difficult Journalistic Sentences From the Perspective of Semantic Translation and Communicative Translation Theory

Peter Newmark’s semantic translation and communicative translation theories play a guiding role in translation practice.Translating long and difficult English sentences into Chinese has been a focus of study among translators.The paper explores how to translate long and difficult journalistic English sentences into Chinese from the perspective of semantic translation and communicative translation theories,advancing four effective translating strategies for handling long and difficult journalistic English sentences:sequential translation,splitting translation,reversing translation,and recasting translation,so as to improve the readability and faithfulness of the Chinese version.