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 advertisem...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.展开更多
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...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.展开更多
The third-person effect hypothesis has become one of the most important aspects in the research field within the American empirical school.A large number of studies have adopted empirical research methods to verify th...The third-person effect hypothesis has become one of the most important aspects in the research field within the American empirical school.A large number of studies have adopted empirical research methods to verify the reliability of the third-person effect.With the rise of the network society,local research on the third-person effect has gradually extended to the verification or falsification of the third-person effect in the network environment.This article begins with a study on the third-person effect of online commercial advertisements based on the students from Guangzhou Huashang College.Through the study,the research hypotheses have been proposed and questionnaires have been distributed to the research subjects for analysis.Based on a series of quantitative operations,such as data analysis,empirical observations,and empirical research,this study provides a source of reference and reflection for research in this field.展开更多
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 betw...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.展开更多
Advertisement is not only an effective method of promotion, but an elegant act of planning. Successful English advertisements depend on good command and creative application of English words and sentences and smart us...Advertisement is not only an effective method of promotion, but an elegant act of planning. Successful English advertisements depend on good command and creative application of English words and sentences and smart use of various rhetorical devices. Based on some examples, this paper discusses the linguistic characteristics of English business advertisements targeted on female customers.展开更多
文摘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.
文摘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.
文摘The third-person effect hypothesis has become one of the most important aspects in the research field within the American empirical school.A large number of studies have adopted empirical research methods to verify the reliability of the third-person effect.With the rise of the network society,local research on the third-person effect has gradually extended to the verification or falsification of the third-person effect in the network environment.This article begins with a study on the third-person effect of online commercial advertisements based on the students from Guangzhou Huashang College.Through the study,the research hypotheses have been proposed and questionnaires have been distributed to the research subjects for analysis.Based on a series of quantitative operations,such as data analysis,empirical observations,and empirical research,this study provides a source of reference and reflection for research in this field.
文摘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.
文摘Advertisement is not only an effective method of promotion, but an elegant act of planning. Successful English advertisements depend on good command and creative application of English words and sentences and smart use of various rhetorical devices. Based on some examples, this paper discusses the linguistic characteristics of English business advertisements targeted on female customers.
