On Translation Strategies In Modern Business TV Advertising

Nowadays advertising translation is of great significance due to economic globalization and international marketing. The rapid development of advertising along with media technology calls for the study of translation strategies for advertising translation. This thesis focuses on modern business TV advertising and attempts to propose appropriate translation strategies for this category of advertising.In a broad sense, modern business TV advertising is an inseparable unit of both verbal sign and nonverbal sign. Therefore, the translation of business TV advertising requires the successful transformation of both verbal sign and nonverbal sign, which combine to fulfill the advertising function—AIDA.The thesis first carefully examines, from a dynamic perspective, the cultural differences between China and the western world, which pose major problems to the translator in the process of advertising translation. Specifically, the cultural differences examined involve such aspects as consumer psychology, consumption capability and advertising laws.Then, based on the functionalist approaches to translation, the thesis moves on to the discussion of advertising translation strategies. It is proposed that business TV advertising should be instrumental translation, which is further divided into equifunction translation, heterofunctional translation and homologous translation. In practice, these three strategies are usually interlaced with each other and the strategy the translator adopts is always an integrated one.