The Application Of Defamiliarization To Advertisement Translation

After entering the World Trade Organization, China's economy develops very fast. There is a growing need for effective translation of international advertisement. But the research on it is far from satisfactory. Advertisement translation is a kind of business style translation. The important functions of advertisements are to advertise their products or services, to arouse the potential customers'interests in their products or services and then to complete the sales. So for advertisement translation, it is not enough to do literal translation and free translation, or domestication and foreignization. Therefore, a new perspective is required for us to do advertisement translation.Defamiliarization is one of the key words of Russian Formalism put forward by Shklovsky, one of the founders of Russian Formalism. Generally speaking, defamiliarization is making strange of real life or literature to readers in order to offer the freshness and enjoyment to readers. Defamiliarization supplies a new perspective for us in recognizing the world. In this aspect, defamiliarization is a good perspective to realize advertisement purpose and to be applied in its translation.Advertisement translation is not just a transformation between languages but also a communication between cultures. Culture in advertising is associated with every aspect of human society, which stimulates the psychology and behavior of both producers and customers. Therefore, to take culture into account is quite important in translating advertisement successfully.By analyzing the features of advertisement English and its cultural aspects, this thesis concludes that to be a good advertisement translator, one must have lots of knowledge in the trade and business, understand the products being promoted as detailed as possible, try to use defamiliarization in order to arouse the customers'interests, and master the cultures of relevant countries.It is sincerely hoped that this research will widen the train of thought of advertisement translators and make a contribution to the progression of advertisement translation.