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 English Translation of Chinese Literary Terms from the Perspective of International Communication: Interpretation and Standardization

Literary terms are the crystallization of Chinese ideology and wisdom. Translation and communication function as an important link in the construction of the discourse system with Chinese characteristics. Standardized translation of literary terms is an important way to help the world understand China and promote international communication of Chinese culture, which is conducive to the inheritance and interpretation of fine traditional Chinese culture. From the perspective of the "going global" strategy of Chinese culture in the new era, and the existing asymmetry of English translation of Chinese literary terms in international cultural communication, we analyzed the divergence, variation and imposed interpretation of the translations of Chinese literary terms and put forward some suggestions for their standardization. We believe that the translation of Chinese literary terms should adhere to the principle of "localization" in cultural communication and focus on the transmission of Chinese cultural connotation to correct the imposed interpretations of Chinese literature in the West. Standardizing the translations of literary terms will facilitate the communication of "Chinese knowledge" to the world. The paper is expected to provide reference for research on construction and enhancement of discourse system for global communication with Chinese characteristics.

Discussion on Semantic and Communicative Translation and Its Application to English Translation of Tour Guide Manuals

Semantic translation and communicative translation are two strategies in Newmark's translation theory.This article begins with a discussion on Newmark's two translation methods,and aims at providing a theoretical basis for the combined application of both methods in translation of tour guide manuals.

On Errors in Chinese-English Translation of Public Signs

With more attentions being paid to the research of the Chinese-English translation of public signs,errors and mistakes can be frequently observed in some places and occasions due to different cultural backgrounds as well as diversified function of public signs.For that reason,the author venture to analyses the problems existing in Chinese-English translation of public signs on the level of linguistic and culture such as spelling errors,harsh tones and so on.Meanwhile the author offer some strategies and principles of translation based on the communicative translation method and as well as the quality of translators perspectives,including the methods of functional priority,of utilization of Pin Yin and so on,hoping to optimize the quality of the public signs translation so as to publicize China and promote the image of China and arose the attention and awareness of the translators.

A Comparative Study on the Translation of Ou Yang Xiu's Qiu Sheng Fu——in terms of communicative and semantic translation

Qiu Sheng Fu,is considered as one of the finest works in Chinese literature, famous for its daring imagery. The translation of this masterpiece exposes a most difficult task for translators. The author picks out two well-accepted translated versions:one is Ruo Jingguo's Ode To The Sound Of Autumn and L. Cranmer-Byng's Autumn, as the author sees it, they are the typical example of semantic translation and communicative translation of the source text respectively. From this perspective, the writer aims to make a comparative study and demonstrate the differences between the two.

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.

Application Studies on And Then There Were None under the Guidance of Semantic and Communicative Translation Theories

And Then There Were None is one of Agatha Christie's representative detective novel.Since detective novel is different from general literary work,the translation of it is necessary to find some translation skills.It analyzes the vivid effect of Newmark's semantic and communicative translations on the De's Chinese version of And Then There Were None which causes the literary fla-vor to the detective novel.De's version accurately expresses Agatha's literary accomplishment even if it is the detective novel which always pays attention to the logical and calm detection and the intelligence race with the reader.It uses Newmark's theory to explore,and has found that the semantic translation in the application of the key clue and the application of the communicative translation on the creation of the characters and the special description of the environment.In conclusion,with different applica-tions in the novel,the semantic and communicative translations have their unique effects on the literary vision.Semantic transla-tion is reflected in the novel's clues and psychological interrogations.Communicative translation is mainly reflected in the charac-terization of the characters and the description of the environment,providing the guidance for the translation of detective novels.

Semantic and Communicative Translation:On the English Translation Methods of Martial Arts Moves in Legends of the Condor Heroes

The martial arts novel is not only a significant kind of Chinese popular fictions but also a novel category unique to Chi⁃nese culture.Legends of the Condor Heroes is the representative one which was once adapted into nationally popular TV series,boasting a widespread domestic mass base.Therefore,the book may become a key to the door of foreign readers’interest in Chi⁃nese martial arts culture.This thesis takes the latest English version of Legends of the Condor Heroes as the research object,focus⁃ing on six specific translation methods from the perspectives of semantic translation and communicative translation.The six transla⁃tion methods discussed in the thesis include:(1)literal translation;(2)combination of transliteration and literal translation;(3)liter⁃al translation with necessary notes;(4)free translation;(5)combination of transliteration and free translation;(6)creative transla⁃tion.

On Translation Methods of Culture Compensation

In the various methods of English Chinese translation,cultural differences will cause the loss of information,which willgreatly affect the quality of translation.Therefore,in order to express the meaning accurately,the translator must have a comprehen-sive understanding of the two cultures.The purpose of this paper is to help translators effectively reduce the loss of information,ex-press the original meaning completely and accurately,and improve the quality of translation.

A Case Study of Translation of Memories of Qingdao(Excerpt) from the Perspective of Semantic Translation

The author's practice of translation—Memories of Qingdao is selected from Liang Shiqiu's works, and he is a Chinese famous contemporary prose writer. The Chinese original version of Memories of Qingdao doesn't have its English translation yet,and this part is also selected as English World Cup's competition text in 2019. The study object in this thesis is the translation practice of Memories of Qingdao and the main theoretical foundation is semantic translation, combining with communicative translation as the auxiliary translation theory to modify and improve the translation text. This aim of this translation practice report is to introduce Chinese excellent literary works to foreign readers as well as to spread Chinese excellent cultures. Meanwhile, its purpose also includes the self-promotion of literary connotation and translation competence, providing more conference in the field of literary translation.