Advertisement Translation In The Semiotic Perspective

This dissertation made an attempt in exploration of advertisement translation from the semiotic perspective.With the trend of globalization, more and more companies and enterprises become multinational. For the purpose of cutting down the cost, advertisements are always translated when enterprises enter or expand in the market of another culture. During this process translation plays a decisive role in the success of the sales campaign, because most consumers learn about the enterprises or their products through the translated advertisements. In case of brand name translation, the translation directly concerns whether the enterprise can set up a positive and impressive image or not; in case of advertisement slogan or text translation, the translation determines whether the results of the sales promotion are satisfactory or not. Thus, the translator of advertisements needs instruments to attract the attention of the target consumers rather than merely does a faithful linguistic transfer. In other words, the attention-grabbing translation of advertisement must have or do something that makes it different from other discourses to catch the eye of the receivers.To produce an excellent translation of an advertisement, the translator needs to i) be familiar with the objectives, the functions, the designing process, the structures and the linguistic features of advertisements; ii) find a profound and practical theory as the guidance of translation; iii) be flexible in the use of some practical translation techniques. This dissertation bases advertisement translations on semiotics, the study of signs, for language, which is a complicated system of linguistic signs, falls in the scope...