Analysis Of Pragmatic Failure In Translation Of English/Chinese Advertisements

With the rapid development of Chinese economy and the enforcement of the policy of "Reform and Open-up to the world", as well as China's entry into WTO, more and more Chinese products are exported to foreign countries, and in the meantime, countless foreign goods and services are submerging into Chinese market. Correspondingly, the role of advertising is becoming more and more important, then the intensification of international exchanges and severe competition involve a growing need for advertising and thus of translation. The amount of advertising translation is getting more and more substantial, and its role in international marketing is indispensable. However, the study of advertising translation, especially that between the English and Chinese languages, is far from satisfactory to its need. If the translators rigidly adhere to the original form and content in advertising translation, the translation may not produce the persuasive effect and may lead to the failure of promoting sales in the target market. Based on Jenny Thomas'theory of pragmatic failure, the thesis will seek to apply a pragmatic approach to a specific area in advertising, and endeavor to point out the reasons why so many mistakes in translation of advertising cause great loss in international business, even worse the communication breakdown. Chapter One is the introduction which introduces the great importance of advertising and the intention of writing this thesis ; Chapter Two is devoted to Thomas'theory of pragmatic failure and his classification of pragmatic failure, discusses the reasons leading to pragmatic failure; Chapter Three focuses on the pragmalinguistc failure in translation of English/Chinese advertisements; Chapter Four centers on the sociopragmatic failure in translation of English/Chinese advertisements; Chapter Five is the conclusion of the whole thesis and the contribution and limitations will be presented as well.