On Advertising Translation Between English And Chinese

Mary Snell-Hornby proposed a novel and creative conception of translation studies as an integrated and independent discipline that covers all kind of translation, from literary to technical. Based on this perspective, translation draws on many disciplines, but is not equal to the sum of total of their overlapping areas and is not dependent on any one of them. (Snell Hornby, 2001:26).This thesis, by drawing on our her proposed approach, is no more than an attempt to conduct a tentative study on advertising translation, aiming at improving the approaches to the advertising translation, at promoting our understanding of the current translation studies, and hence at proving that our integrated approach possesses practical applicability in translation studies.The thesis consists of 5 chapters containing both theoretical discussions and selected English and Chinese advertising texts. Chapter 1 works as an introduction to the research background. We recapitulate the ongoing discussion around Snell-Hornby's integrated approach and the explanation of advertising and advertising translation with a summary of the applicability of Snell-Hornby's integrated approach in the advertising translation.Chapter 2, Chapter 3 and Chapter 4 is supposed to be the cynosure of our study. In Chapter 2, text analysis is devoted to analyzing from identifying the language-in-advertising text at macro level as a unit of a broader sociocultural background to the lexical and syntactical cohesion. At macro level, the translator's advertising text analysis should begin by identifying the advertising text in terms of culture and situation. The next step is to analyze the structure of the advertising text, proceeding down from the macro-structure to the level of lexical and syntactical cohesion. At micro level, the relationship between linguistics and the advertising translation is put under the microscope of text analysis. The stylistic...