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.

Transcreation in Advertisement Slogans from the Perspective of Communicative Translation Theory

Through in-depth analysis of advertisement slogans,the present study probes into the unique contribution of trancreation in conveying brand messages and triggering emotional resonance of the audience.The study firstly outlines theoretical basis of transcreation from the perspective of Communicative Translation Theory,emphasizing its uniqueness in the traditional translation paradigm.Then the four key steps of transcreation,including in-depth understanding of the brand essence,sensitive response to cultural differences,flexible use of language skills,and incorporation of creative elements,are examined by means of case analysis in advertisement translation.Finally,the article sums up the positive impact of transcreation on cultural exchange,brand communication and translation field,particularly in the era of globalisation.

Research on the Chinese Translation of Brand Advertisements from the Perspective of Skopos Theory

This study is based on the Skopos theory,using the translation of selected brand advertising slogans as examples.It analyzes the characteristics of advertising slogans and summarizes translation strategies to illustrate the research value of translating advertising slogans into Chinese.This research aims to help domestic consumers accurately understand the meaning of imported product advertisements and provide reference for the translation of domestic brand advertisements,thereby contributing to the development of national enterprises.

The Advertisement Translation Based on the Prototype Theory

Based on the Prototype Theory,the prototypical feature of advertisement is found to be the combination of three language functions:the informative function,the expressive function,and the vocative function.The advertisement translation means the adjustment of the informative function and the expressive function according to the differences between languages or cultures in order to maximize the vocative function.The faithful translation is the closest to the prototype of the source text but not necessarily the best translation.

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.

Chinese-English Translation of Advertisements

This paper is on the Chinese-English advertisement translation. It gives people an orderly discussion with examples in three parts:the problems in current advertisement translation, the causes of these problems, essential steps of making the Chinese-English translation of advertisement onto an appropriate way. This paper also suggests the principles of Chinese-English advertisement translation:natural, precise and understandable.

Politeness principle in English tourism advertisements

Based on Grice＇s cooperative principle, Brown and Levinson＇s politeness strategy, Leech put forward his politeness principle, which serves as a pragmatic principle in daily interpersonal and business communication. Tourism advertisements, as a means of business communication, have a close relationship with politeness principle. This paper, tram the perspective of the six maxims of politeness principle, analyzes and explores their application to English tourism advertisements and discusses the role of politeness principle in English tourism advertisements.

Interpretation of advertisement discourse

Being of semiotics, advertisement discourse provides people not only with delighting colors, outlines and constructions but enlightening sounds. As a result, it is more of a realization of social culture than of economics. This paper, from the point of semiotics, discusses advertisement discourse under the social cultural background, together taking some Chinese advertisements for instances.

Understanding advertisements from the perspective of relevance theory

This paper approaches advertisements on the basis of relevant theory. It elaborates how the advertiser as addresser in communication succeed in conveying his intention for publicity and how the recipient as addressee takes advantage of different types of relevant devices in reasoning out the communicative purposes from four different angles, namely, non-stereotypical interpretation of advertisements, psychological requirements of the recipient as addressee in advertisements, advertisements as explicit information and the situational approach to implicit meanings of advertisements. It aims at providing guidance for advertisement planning and translation by means of the exposure of rules underlying advertisements.

A Rhetorical Analysis of Advertisement Language

Advertisements are penetrating into our daily life.Rhetorical strategies are always employed for persuasion in advertisements.The article analyzes the advertisements from the rhetorical angle mainly using the theory of "communication triangle".It is very interesting to see how the advertisement applies the appropriate strategies to attain the proper targets.

A Tentative Study of Chinglish in Translation of Advertisement

Since the policy of reform and opening up began in 1978,the economy of our country has made rapid progress.While applauding the success achieved,we regret to see many problems still exist,among which Chinglish is a prominent one.It has not only hindered the international communication between China and foreign countries,even worse,spoiled Chinese image on the stage of globalization.This thesis chooses the field of advertisement as the topic and attempt to research for the causes and manifestations of Chinglish.At the same time,it is devoted to discussing ways to reduce Chinglish,with a view to bringing translation to a higher standard.

The Implication from Advertisement Discourse for Writing Skills of College Students

Advertising is regarded as a mirror of society because it is a business involving people.Therefore,an analysis of advertising discourse is essential for the explanation of their social functions.The purposes to find out the writing patterns of English advertising discourse,and discover the way for English discourse writing.

Study on C-E Translation of Advertisements Based on Relevance Theory

The main errors in translating Chinese advertisements into English are pragmatic failures in which target-language readers fail to find the optimal relevance between the target text and source text.The translation strategies proposed under the guidance of Relevance Theory can effectively help translators find out optimal relevance in the process of translating Chinese advertisements into English to avoid pragmatic failures.

“I shop therefore I am”——Life Is Styled under Businss Advertisement

Advertising,considered as one of the most widespread manifestations of modern popular culture is taking effect in framing the identity of people.It is not only has been counted as an aid to the marketing and selling of goods,but also actively act function in the field of economic,social,and cultural utility.Business advertising is influencing the modern consumerist society.In contemporary consumerist society,person's identity and subjectivity constructed,performed,and presented through the act of consumption.In this essay,it tries to address the relationships among meaning of goods,the consumption culture;and explain how advertisement convey the messages of need,desire,taste,and social status.

On the Characteristics of English Advertisement

In the article,the definition of advertisement,features of advertising words and rhetorical features in advertisements are discussing here.And some examples are analyzed to help people easy to know the characteristics of Eglish advertisement.

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.

Schematic Analysis of Linguistic Features of Advertisements

Advertising constitutes an indispensable part of modern life, promoting sales and channeling consumption. Furthermore, the daily conversation is also strongly influenced by advertising language. In this research, schema theory is employed to analyze the graphological, phonological, lexical, grammatical and discoursal features of the advertising language and the cognitive change they bring about among the audience, aiming at helping the consumers have a better understanding of advertisements and helping the designers produce better works.

Pun's Effectiveness and Selectivity in English Advertisements

This paper lays particular emphasis on pun's effectiveness and selectivity in English advertisements.The illustration and examples can help us understand the English advertisements well and foster our ability to appreciate the charm of English.

Advertisement Call Variability in the Black-spined Toad Bufo melanostictus (Anura: Bufonidae) during the Breeding Season in Lishui, Zhejiang, China

Advertisement calls play an important role in influencing female mate choice and are regarded as one of the key characters responsible for reproductive isolation and speciation events in frogs and toads. The black-spined toad, Bufo melanostictus, is one of the most common amphibians in Southeast Asia and is frequently observed in human habitations throughout its distributional range. The advertisement calls of the toad have not been well described. Here, we report the advertisement calls of this species from Lishui, Zhejiang, China during its breeding season. The advertisement calls of B. melanostictus are composed of single notes with a single harmonic frequency emitted sporadically. The call parameters recorded in this study were highly variable across recording times and with different body sizes. Dominant frequency was negatively correlated with body size. Comparing the calls of the B. melanostictus population from Lishui with the populations from five other localities(Bangkok, Thailand; Coorg, India; Burma, Myanmar; Bali, Indonesia; Halimun-Salak National Park, Indonesia), we found that call structure was similar among five different populations with no harmonics, while the Halimun-Salak National Park population contained two clear harmonics. Dominant frequency was similar between Bali(1.56 kHz) and Coorg(1.6 kHz) populations, while it was highly variable among other populations. Besides call duration, call interval and pulse/call rate may also be significantly different among the comparing populations. Pooling the available data, we observed some similarities and differences in call parameters among the six populations.

Translation of Lexical Stylistic Devices from English to Chinese in Commercial Advertisements

With rapid development of China,a growing number of foreign products are entering the Chinese market.An excellent translation of a product’s advertisement from English to Chinese undoubtedly contributes to its successful promotion in the Chinese market.Although the translation practice contains multiple difficulties,the translation of lexical stylistic devices is a big challenge for translators.It is not simply because lexical stylistic devices are diverse and various in form,but also because most devices involve linguistic and cultural differences between English and Chinese.This thesis analyzed a number of current English to Chinese translations of the devices in commercial advertisements,which mainly come from two translation scholars’works and official websites of world-known brands.By analyzing the selected data,seven translation strategies are found to be the major translation strategies in this respect,namely literal translation,free translation,flexible translation,extended translation,adaptation translation,compensation translation and amplification translation strategies.Moreover,a number of linguistic and cultural issues which need to be considered by translators are also illustrated here.