A Comparative Study Of Text Re-creation In Advertising Translation And Literary Translation

With the rapid development of international business and multinational companies, there is a growing need for efficient international advertising communication and translation. As a branch of translation study, advertising translation has its own laws, though it has something in common with other types of translation.The analysis of real-life phenomena in advertising translation indicates that advertising translation is not an imitative activity of reproducing faithfully the message of the original text to the target culture. Re-creation in translation is usually intentionally made by translators to overcome the cultural barrier to international advertising. In literary translation, in order to reappear source text's aesthetic property and literalness in target text, it is reasonable for translator to employ re-creation in translation. This thesis approaches advertising translation from the aspect of text re-creation, and makes a comparative study on text re-creation in advertising translation and literary translation. The author's purpose is to bring some enlightenment to the future advertising translation, enhance the quality of advertising translation, and offer a new angle for advertising translation study.In the thesis, comparative analysis has been made from the following three aspects: language style, culture and reader's reception. This thesis holds that: Advertising translation should meet the requirements of the stylistic characteristics of advertising language; advertising translation is distinct from literary translation and other translation types because of its specific commercial Skopos or purpose, which determines the supreme status of the target audience and target culture; in the text re-creation of advertising translation, the readability of target text is of greater significance to the re-creation of advertising translation than literary translation; domestication device is held in esteem; target audience is decisive in adoption oftranslation strategies. In the conclusion, the author proposes that proper re-creation should be employed on the basis of consistency with purpose of translation.