A Causal Analysis of the Difficulties in Advertising Translation

頁數(shù) 29 字?jǐn)?shù) 8286

Abstract


Through probing into the characteristics of advertising language and the functions of advertising in modern society, which attach superior importance to advertising translation, this paper aims to discuss the difficulties that arise in advertising translation and analyze the causes for these difficulties. The analysis of the difficulties in advertising translation is guided by the Skopostheorie which views translation as a purposeful activity. In advertising translation, the target addressee’s perception is decisive in attaining the goal of advertising, and the target addressee’s cognitive environment causes difficulties on different levels of language and culture in advertising translation. Moreover, this paper looks into the causes of these difficulties, as the result of the differences in culture, phonology and graphitic, semantics as well as rhetorical devices in advertising translation. Finally, the author suggests that these difficulties in advertising translation are resolvable through the translator’s efforts made in a better understanding of translation process across language and culture.

keyword
A Causal Analysis,the Difficulties,Advertising Translation

Table of Contents

1 Introduction 1
2 Theoretical Views on Advertising Translation 2
3 Features of Advertising and Difficulties in Advertising Translation 3
3.1 Features of Advertising Language 3
3.1.1 Lexical Features in Advertising 4
3.1.2 Syntactic Organization in Advertising 5
3.1.3 Rhetorical Devices Application in Advertising 6
3.2 Difficulties Encountered in Advertising Translation 6
3.2.1 On Level of Culture 7
3.2.2 On Level of Form 8
3.2.3 On Level of Sound 9
3.2.4 On Level of Image 10
4 The Causes for the Difficulties in Advertising Translation 10
4.1 Culture Differences 11
4.2 Phonological and Graphic Discrepancies 13
4.3 Semantic Discrepancies 14
4.4 Differences in Rhetorical Devices 15
5 Solution to the Difficulties in Advertising Translation 16
6 Conclusion 18

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