Characteristics And Translation Of English Adverrtising Texts

In today's information society, as an important tool for disseminating information, advertising has been an essential part of people's life. With the development of economic globalization, advertising is becoming increasingly international. Undoubtedly, advertising and its translation have become more and more important.Firstly, this thesis discuses the research background, significance and methodology of this research. A good study of the main characteristics and translation of English advertising texts (EAT) will help us appreciate and create EAT and provide theoretical guidance for translators. Secondly, the thesis reviews previous researches on EAT and their translation into Chinese. Thirdly, it probes into the major characteristics of EAT at lexical, syntactical and rhetorical levels respectively. Next, the author tentatively raises and discusses three principles, i.e. faithfulness, attractiveness and acceptability, for translation of EAT. Then, the author expounds and proves the four main strategies for translation of EAT――transliteration, literal translation, liberal translation and flexible translation.Finally, the author emphasizes the importance of a thorough understanding of the main characteristics of EAT and the necessity of a good grasp of the principles and strategies for translation of EAT. It is sincerely hoped that this study will provide useful reference and significant guidance for writers and translators of EAT.