On The Principles Of Advertising English Translation

As a practical style, advertising English has its unique stylistic characteristics and obvious aims. This dissertation, therefore, proposes three principles for translating advertising English.First of all, a thorough examination on advertising English is carried out. The dissertation quotes the definition of advertising from ANA, and then, looks back on its history. Of course, the purposes of advertising cannot be overlooked. According to ANA, it has the following aims to fulfill: awareness, comprehension, conviction and action. Next, this dissertation introduces the elements of an advertisement and the stylistic features of advertising English from three levels-on lexical one, grammatical one and rhetorical one.After having a preliminary understanding of advertising English itself, this dissertation comes to the issue of intercultural communication, for translation is now viewed not as a change between two languages but one between two different cultures. It first quotes several definitions of the term "culture", and summarizes the cultural universals. It then, points out the significance of intercultural communication in today's life. Lastly, it examines the diversities of advertising culture, which should be given more attention in the process of translation.With the knowledge of the above two fields, this dissertation comes right to the issue of translating advertising English. It first views the issue of translation, which makes a solid foundation for the following proposals. Due to the unique style and purposes of advertising, this dissertation suggests three principles for translating advertising English, that is, faithfulness, attractiveness and acceptability. Then, it applies these principles to the practical translation of advertising English.A large sum of translation practice shows that the three principles suggested in this dissertation are quite practical and applicable. They bear certain theoretical significance as well as practical values.