On Six Common Strategies of Advertisement Translation

Advertisement is a kind of comprehensive art. Translators of advertisements are expected to have a good command of both English and Chinese so as to Obtain wonderful, accurate, vivid, concise, distinct and appealing advertisements. This paper probes into six common strategies of advertisement translation for the detail study.

Problems and Strategies in Business Advertisement Translation

With the development of economic globalization, international communication increases rapidly and business advertise-ment plays an important role in the economic development. However, due to different cultures and languages, business translationoften meets some obstacles. This essay tries to talk about the problems in business advertisement translation, analyze the reasonsfor those misinterpretations and bring out some related solutions.

Dynamic Equivalence Theory and Advertisement Translation

With the fast globalization of the whole world and the intimate international cooperation of enterprises, translation is playing a more and more essential role, espeically in advertisemnts where enterprises want to establish a positive and healthy image in the competitive world market to promote their products and make more profits. Since Nida proposed his famous theory of dynamic equivalence, the English-Chinese advertisemnts translation has no longer been so mechanic and achieved more beauties. The translation of advertisement and trademark tends towards simplicity and visualization in association with the theory of dynamic equivalence, the objective criterion of translation proposed by Nida, emphasizing the inside connotation. Information is transformed during the process by analyzing carefully, distinguishing accurately, and processing flexibly in different situations so that translators can keep the information in high fidelity and gain dynamic equivalence.

The Application of Functional Theory in Advertisement Translation

Functional theory provides a theoretical basis for applied translation. In order to realize the inductive function ofadvertisement translation, this paper, based on the differences between Chinese and English advertisement texts interms of genre conventions, puts forward some methods of advertisement translation from the perspective offunction in view of cultural exclusive items and cultural default. As for the different genre conventions betweenEnglish and Chinese advertisements and the phenomenon of cultural specific and cultural default, the authorsuggests strategies from the functionalist approach.

A Study on C-E Translation of Puns in Advertisements

Due to concise language and rich connotation, puns have become the most widely used rhetorical devices in various advertisements, to achieve the best communicative purpose, to arouse the customer's emotional appeal and to provoke certain purchasing action. Guided by Skopos Theory, this article aims to explore the practical translation methods in combination with the use of puns in Chinese advertisements.

A Study of English-Chinese Translation Methods for Cosmetic Advertising

Advertisement is an action or form of communication in the market whose purpose is to inform potential customers about products and services and how to obtain and use them.However,English and Chinese advertisements have different forms and characteristics due to the influence of some factors such as their distinct language and culture.This study analyzes the characteristics of advertising language based on some typical examples of cosmetic advertising at home and abroad.The findings show that four methods of English-Chinese advertising translation are commonly used namely transliteration,literal translation,free translation and supplementary translation.These findings contribute to our knowledge in cosmetic advertising translation and are of practical significance for relevant research in the future.

The Application of Equivalence Theory to Advertising Translation

Through analyzing equivalence theory,the author tries to find a solution to the problems arising in the process of advertising translation.These problems include cultural diversity,language diversity and special requirement of advertisement.The author declares that Nida's functional equivalence is one of the most appropriate theories to deal with these problems.In this paper,the author introduces the principles of advertising translation and culture divergences in advertising translation,and then gives some advertising translation practices to explain and analyze how to create good advertising translation by using functional equivalence.At last,the author introduces some strategies in advertising translation.

Cosmetic Advertising Translation with Functional Theory

The ultimate goal of cosmetic advertising is to promote product sales and stimulate consumers'desire to buy.Translators should follow the translation requirements as far as possible,emphasize the target language readers,and take into account the ex⁃pected functions of the target text,cultural differences,and consumer psychology.Under the framework of Skopostheorie,this paper uses descriptive and explanatory analysis methods to analyze and study cosmetic examples,and discusses the feasibility and appli⁃cability of this theory in cosmetic advertisement translation.The translation of cosmetic advertisements should focus on consumers.How to make the translation accurate,attractive,and acceptable to the readers is the principle guiding the translation of cosmetic advertisements.Guided by Skopostheorie,the linguistic and cultural characteristics of the target language.

On Advertisement from the Cross-culture Perspective

Along with China and western countries keep an increasingly close relationship in the economic fields as well as competitions,the most powerful weapon available shaping self image and promoting domestic market is the advertisement.So,if we want the commercial advertising to play its role properly,the cultural differences can not be ignored.This paper focus on the inner link between commercial advertisement language,commercial advertisement translation and culture from the point of cross-culture,and finally put forwards some principles from the view of trans-cultural.

On Equivalence in Advertising Translation

Advertising translation as a type of intercultural communication and a result of international commercial communication increasingly draws the translators’attention and develops as a subject of study.To preserve the commercial attribute of the original text and ensure that the translation retains the connotation and flavor of the original text as much as possible,the translation of advertisements should follow three principles of equivalence,which are semantic equivalence,socio-cultural equivalence,and formal equivalence.The paper analyzes how to translate qualified advertising translations in terms of equivalence and introduces three translation approaches which are free translation,corresponding translation,and indirect translation that can be adopted to reach these equivalence in advertising translation.

Translation of the business advertising from the perspective of the theory of the Aesthetics of Reception

The commercial advertisements play a decisive role in the commercial era, and the advertising translation is the main means for the goods to enter the international market. The successful translation of advertisements should pay attention to the accepting reaction of the audience, and the advertising translation should be understood and accepted by the readers, and also should keep pace with the times. In the choice of the translation strategies, we should consider the cultural cognition of the audience and the horizon of the aesthetic expectations, and awaken the readers＇ imagination and desire, so as to achieve the purpose of the promotion of the sales.

Advertising Translation： To Translate or Not To Translate？--The Untranslatability of Advertising Translation in a Cultural Perspective

This paper aimed to probe the influence of culture on advertising translation between Chinese language and English language. Based on an analysis of the samples of advertisements in both Chinese and English languages, it is found that cultural differences in terms of value, Referent association, and historical and cultural background can affect the process of Advertising Translation. It is suggested that the strategy of domestication and translation methods such as neutralization, conversion can be adopted to minimize cultural Untranslatability in Advertising Translation.

A Comparative Study on the Translation of Automotive Marketing Texts Based on an Automotive English Corpus

This study aims to construct an automotive English corpus to comprehensively compare the differences between English automotive marketing texts and their Chinese translations.The objective is to reveal challenges and opportunities in cultural and contextual translation.The research holds significant importance for understanding the impact of cross-cultural communication in the automotive market and providing more effective translation strategies for multinational automotive manufacturers.Through corpus analysis,focusing on common marketing phrases and text features,employing both quantitative and qualitative analysis methods,and examining the accuracy,naturalness,and cultural adaptability of translated texts,we delve into the similarities and differences in conveying automotive information between the two languages.The study finds that expressive and emotional expressions commonly used in English automotive contexts may encounter challenges in Chinese translations due to language and cultural differences.This necessitates the adoption of more flexible translation strategies.Additionally,Chinese translations tend to emphasize the practicality and safety of products more than their English counterparts,placing a greater emphasis on technical and functional descriptions.The primary conclusion of this research is that the translation of automotive marketing texts requires heightened cross-cultural sensitivity and an understanding of the target audience.When translating automotive advertisements and promotions,translators should consider consumer expectations and cultural values in different contexts to ensure the effectiveness and adaptability of the translation.Furthermore,the formulation of more flexible translation strategies,integrating local culture and market demands,will contribute to enhancing the image and influence of automotive brands in the international market.Through this study,we provide deeper insights for automotive manufacturers,assisting them in leveraging the power of language for successful global market penetration.