An Analysis On Smartphone Advertising Translation From The Perspective Of Text Typology

Against the backdrop of economic globalization,advertising,as a means of marketing,is gaining more weight in brand competition.In order to contextualize and blend in the global market,advertising translation is crucial.China continues to encourage companies to "go global" and get a slice of pie in the international market.Among those companies,China’s four major smartphone brands-Huawei,OPPO,VIVO,and Xiaomi-are the most successfully internationalized companies,marching from the Chinese market to the global market.Their overall overseas shipments exceeded 50%.Therefore,it is timely and representative to study their advertising translation for a reference.The translation scholar Newmark categorizes texts into three types:expressive texts,informative texts,and vocative texts.From his perspective,semantic translation and communicative translation can best fulfill the purpose of translation.After studying different text types,this thesis analyses the translation strategies applied in the Chinese-English translation of smartphones’ design,performance,and photography ad copies from the four brands.By comparative research,the four brands’ advertising copies follow Newmark’s text typology.The ad copies of mobile phones’ design are dominated by expressive texts.The ad copies of smartphone performance fall into the category of informative texts.The ad copies of smartphone photography are vocative texts with strong persuasion effect.Accordingly,the translator would adopt multiple translation techniques to realize the purpose of advertising in alignment with the features of the target language while retaining the style of the source language.This thesis contributes to the study on the Chinese-English advertising translation strategy of smartphone ad copies and provides a reference for emerging Chinese brands to go global.