Application Of Text Linguistics In Auto Advertisement E-C Translation

Along with the rapid development of China economy, more countries are inclined to have a share in this huge market. The competition has become increasingly fierce as a great many foreign products enter China. Stepping into the new century, China's auto industry has developed unprecedentedly, and China has become second only to America as the largest auto consumer market. However, most of the autos in China are produced overseas. In this globalized world, the research of auto advertisement translation plays a more important role than ever.This thesis studies auto advertisement translation from the perspective of text linguistics, which has drawn from other disciplines like stylistics, anthropology, sociology, cognitive and so on. Text linguistics puts emphasis on properties of a whole text and the context and communication function of a text. It provides a mode of text analysis to translation study, making the translation objects extend from two language systems to some exterior factors of language such as the context in which the source and target text are situated. According to text linguistics, analysis of the source text and construction of the target text should follow a top-down process, from a macro scope to micro scope, considering not only the language elements but the social cultural elements into account.Auto advertisement is a kind of practical writing of high commercial values. Either short or long, it bears abundant products information and cultural information. It aims at promoting enterprises and sales, and persuading the consumers to purchase the products or services. A successful advertisement should induce the consumer to take action to buy the product.When translating auto advertisement, a successful version has to eliminate the language and cultural barriers for the communicators and facilitate the target reader to get the similar information as the source text reader does, so that the target text can have a similar function as the source text. Different from advertisement creation, advertisement translation has been closely related to the source text, which is the information provider to the target text. Therefore, the translator has to fully analyze the source text and then construct a target text acceptable to the target reader and suitable in the target culture. This thesis adopts the seven standards of textuality proposed by Beaugrande and Dressler as the theoretical foundation, which are cohesion, coherence, intentionality, acceptability, informativity, situationality and intertextuality. These standards are applied to analyse the selected English auto advertisements and construct the target auto advertisements. In the process of translation, the translator should think over the criteria of a text, not only analysing the intentions of the source text but considering the acceptability of the target text in the meantime; not only conveying the information from the source text to the target text but concerning the effect intertextuality has on the translation.