Advertisements Translation From English Into Chinese

Advertisements are strictly consumer-oriented, so is their translation. Advertising is introduced briefly in the first part of this paper, giving readers a general impression in advertising and advertisement. The knowledge of advertising involved is the part that is related or might be related to ad translation. Some translation theories are looked upon. Then, some translation methods that might be adopted in ad translation are discussed. Communicative translation is the major one. With consideration of those major translation methods, a detailed discussion is made upon translation of consumer- oriented texts, among which advertisement is the most typical. The major cultural factors involved in ad translation are material, pattern of thinking and writing system. Nida's functional equivalence is discussed in the light of ad translation. It attempts to achieve a closest equivalent and natural translation. Chapter 5 of this paper is translation analysis, which gives more specific analysis. Translation of body copy, headline, slogan and trademark is discussed respectively. Rhetorical expressions are included in translation analysis of slogan. In addition, several new concepts will be put forward in this paper. Through analysis of ad translation, qualifications for ad translators are indicated. Claim and Positioning make translators understand ad translation with a whole new perceptive. Claim is discussed with slogan, Positioning with trademark.