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.

A Study of Mining English Translation under the Guidance of Functional Translation Theory

Many translators always get into troubles in Mining English translation practice under the guidance of traditional translation principles.A suitable theory is necessary to serve as a guiding principle of translation practice.This paper tries to study the application of functional translation theories in Mining English translation,especially the application of text topology and skopos theory.This paper has carried on the preliminary research and exploration for Mining English translation techniques,in combination with specific examples in translation practices,and finally summed up the proper translation techniques for Mining English translation.

Discussion on Nida's Translation Theory and Applications Through MuLAN

Eugene Nida's Translation Theory has a profound influence both on global and Chinese translation circle.Although this theory is widely used,it also become a controversial topic in a certain extent.Through the movie MuLAN and some applications in useful areas to discuss whether Nida's Translation Theory is still applicable within translating field.

A Study on the Translation Aesthetics in Cathay based on Pound's Translation Theory of Recreation

This article expounds on Ezra Pound's translation anthology,Cathay by elaborating how he recreated classic Chinese poetry in modem English with his own translation aesthetics and theory.As both translation practice and recreation,Cathay exerts profound impact on global literatures and translations,conveying enlightenment to cultural exchanges between different civilizations.Based on Pound's translation theory,this article intends to unfold the aesthetics in Cathay including the beauty of exotic oriental culture,emotions that travels across time and space,and concise imagery through his recreation of connotations,themes,and text forms.Distinguishing from the precedents,Pound has made breakthroughs in the translation process,form,and criteria,valuing the translator's subjectivity.Nowadays,as overseas Chinese learners are increasingly keen in the Chinese culture,Pound's re-conceptualization of translation and cultural understanding can serve as rich references to cross-cultural exchanges and mutual learnings.

Study of Post-colonial Translation Theory

The enlightened person of The May Fourth Movement are not properly regarded Chinese culture and Western culture as the source of China’s backwardness from the angle of post-colonial theory.This thesis will analyse the cause and effect of post-colonial translation theory.Through full and accurate material analysis,this finding will give implication to the future translation of Chinese classics.

A Study of the Translation of The Bell Jar from the Perspective of Feminist Translation Theory

Having emerged in the 1980s,as the product of"Cultural Tum"and feminist movement,FeministTranslation Theory has grealy subverted the traditional construct of translation,that is,the translation should befaithful to the original text.The theory proposes that translation has always been influenced by ideology which is whyfeminist translation chooses to abandon the traditional practice of translation and advocates translation as a political toolto liberate women and reverse the deep-rooted gender inequality and discrimination in culture and kanguage.As afeminist classic,The Bell Jar presents the American society in the golden age of totalitarian reign in the last century,and probes into the plight of women in the patriarchal empire in this period and the reflection and resistance of theprotagonist Esther.It points to the hypocrisy of the patriarchal society and the double standards that oppressed anddisciplined women into inferiority.This is a semi-autobiographical novel by poet Sylvia Plath,in which the charactersand events are based on the author's real experiences in her 20s.This essay will simply discuss how to apply theFeminist Translation Theory to The Bell Jar according to personal interpretation and deconstrution of the scenes in thenovel.

Brief Cases on Military Treatise of English Translation of The Art of War Based on Functionalist Translation Theory

Katharina Reiss put forward the functionalist translation theory in 1970 s.It promotes the status of the translators and provides options that translators could get in order to make the good translation.As China' s military treasure,The Art of War exerts great influence on the military development for its profound theory and careful logic.Combined with the theory,the paper finds different strategies in translating the military terminology of the cases.

A Brief Study of Radical Feminist Translation Theory and Feasible Strategies

Feminist Translation has been widely discussed in W estern culture for many decades.The development of gender status has encouraged women to destruct the patriarchal hierarchies and stereotypes.And translation has become one of the feminists'most powerful methods of gaining social power and status.In the process of empowering females,radical feminist translators have applied significant strategies.

A Book Review on The New Edition of Modern Translation Theory by Miq⁃ing Liu

Based on the earlier work Modern Translation Theory,Mr.Liu Miqing has made a great many modifications in The New Edition of Modern Translation Theory.As the book has exerted a far-reaching influence on the translation field,this paper aims to present a relatively comprehensive review of the book and point out its demerits.

The Translation of Chinese Literature under the Theory of Translation Compensation

In order to promote the exchange of Chinese culture with foreign countries,translators bear an important mission in the process of cross-cultural communication.Although there are cultural differences,we can achieve cultural dissemination and exchange through continuous cultural dialogue.As an important way for foreign scholars to understand the history of the Shang and Zhou Dynasties in China,the translation of historical texts is crucial.Multiple typical cases are selected under the guidance of the translation theory of compensation to use relevant methods or techniques from the three levels of language,culture,and aesthetics to compensate for the loss of Li Xueqin’s The Origin of Ancient Chinese Civilization in English translation proofreading.

On the Translation of Culturally-loaded Terms in The Last Emperor—from the Perspective of Susan Bassnett’s Theory

Film translation plays an essential role in cultural exchange.Telling a Chinese story,The Last Emperor is a film made by western crews and its dialogues were written in English.The translation of the film reflects the clashes between Chinese and Western cultures.As a prestigious theory of translation,Susan Bassnett’s cultural translation theory is widely used to analyze and evaluate translations of various works.This essay categorizes the translation methods applied and uses Bassnett’s cultural translation theory as its theoretical basis,analyzing and evaluating the translation of the culturally-loaded terms in the translation of The Last Emperor.

On the Translation of Iconography of the Decorated Writing-Paper of the Ten Bamboo Studio Based on the Theory of Translational Action

Based on the theory of translational action of the functionalism,this paper selects three aspects,translation as an inter-cultural and communicative action,a purposeful text-processing action and an inter-personal action,to analyze the important issues as well as the translation strategies,methods and techniques adopted in the translation of Chinese allusions.The study shows that the theory of translational action is important for the translation of allusions and that it helps to modify the target text.The translator,also the author of this paper,hopes that this study will be useful for the translation of allusions and the publicity of traditional Chinese culture across the world.

Similarities and Differences of Chinese Translation Theories And Western Translation Theories

Translation theories are based on the different languages and cultures.The difference is not clearly defined,so there is a place of mutual integration that can be used interchangeably.Theyall regard author’s meaning and style as a core to translate a good product.Comparatively,Chinese theories focus on expressing the general meaning of the author,but Western theory emphasizes equivalence of details on translation and response of reader.In the translation practice,according to different theoretical texts and different stages of the translation process,the Chinese and Western translation theories are combined to apply them for making up for each other's deficiencies,which can help our translators to solve the problems in the process of translation improve the construction of Chinese theories.

Culturally-loaded Chinese Discourse of Gu-qin and Its Inspiration to Translation——Based on a Maxim from a Chinese Classics The Roots of Wisdom

Inspired by one of the maxims in a Chinese classics entitled The Roots of Wisdom,the present paper borrows the typical culturally-loaded Chinese discourses of Gu-qin — "stringed lute" and "non-stringed lute"—to add to the literary translation terminology and to enrich some Chinese literary translation theories.On the basis of analyzing some related theories in linguistics,pragmatics,aesthetics and communication which show different perspectives relevant with the study of translation,the present paper offers a new angle to illustrate how the Chinese discourses of Gu-qin,rich in cultural implications,can best describe translation and bring new vigor and vitality into the diversity and further expansion of the field of translation research.

A Deconstructive Approach to Translation Strategies of Visual Poetry

Deconstruction,holding a view that there is no single explanation of the meaning,started to be applied in translation practices in the 1980s.It challenges the faithfulness of traditional translation standard,but creates a new framework for translation studies,by rejecting the determinacy of meaning and emphasizing the subjectivity of translators.This research aims to take a decon⁃structive reading on E.E.Cummings’s l(a and its Chinese version,in order to explore the translation strategies of visual poetry like l(a and prove the availability of translation studies from the perspective of deconstruction translation theory.After the illustration on the uncertainty of meaning and the subjectivity of the translator in analysis sections,the chosen Chinese version of l(a can be proved to reflect the original ideas and put forward the reborn concepts.The case study also states the practicability of deconstruc⁃tion translation theory for translation studies.It is hoped that this research can act as an inspiration for further studies on literary translation,especially for visual poetry.

The Dissemination, Influence, and Reception of the Modern Western Translation Theories in China

Modern Western translation theories have exerted a great influence upon the Chinese translation fields. The author of the present paper believes that science has no boundaries and nationality. It is advisable and necessary to learn and absorb what we do not know and then make the best use of the knowledge. The author tries to analyze what the western translation theories have brought to us, the advantages and disadvantage of them, and finally put forward the possible attitude we may take to the western translation theories.

The Embodiment and Analysis of Feminism in Literature Translation

Chinese culture has been accumulated for five thousand years,and with the development of social civilization,the door of literature has opened to the world.In recent years,feminism has been extremely prominent in literature,and it has been welcomed and respected by the majority of people.In addition,under the influence of various cultural factors,translation has become an indispensable way of writing.The so-called feminism refers to women's social rights and their opinions in society.With the advancement of science,feminism has been widely used by many countries in the world.In the last century,feminist translation theory was regarded as the mainstream translation at that time.It provided room for translation work.At the same time,it also had a certain impact on traditional translation theories.Nowadays,the development of science has entered a new era of information network.Feminist translation theory has become an important basis for translation work.At the same time,the application of feminist theory in literary works is systematically analyzed to enable women’s social status and personality values been enhanced in literary works,thus highlighting the positive image of women.

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".

From Equivalence to Skopos: A Theoretical "Dialogue" between Nida and the Functional School

Dynamic Equivalence and Skopos Theory are two important translation theories in the fields of translation, which many scholars spare no efforts to research on. This short essay intends to compare and complement between Nida's Dynamic Equivalence and Skopos theory after briefly reviewing these two translation theories. It is aimed for helping readers improve their translation skills via stimulating them to consider translation issues from different angles, such as the nature of translation, the target of translation, translation market, cultural constrains, translation process, translation effects, and etc. And this essay focuses on Nida's Dynamic Equivalence and Skopos theory, a part of functional theories via comparing and harmonizing these two translation theories.

An Analysis of Translating Techniques of Long and Complex English Sentences

Long and complex English sentences, just as the name implies, are long sentences with complicated structures. The most typical features of this kind of sentences are the comprehensive use of different subordinate clauses and the flexible use of all kinds of prepositional phrases and participle phrases, which lead to complex sentence structures and varied constituent relationships, and bring great difficulties to English-Chinese translation practice. The paper concludes that, in the translation of long and complex English sentences, the translator should first figure out the logic relationship of the original text, and then, according to the Chinese expression customs, make a flexible use of various translation methods and techniques, and finally he can get a faithful and smooth translated text.