Strategies For CE Ad Translation

The progress and improvement of China's market economy has led to increasing economic activities and more opportunities for China's commodities, services and brands going into international market. Advertising, as one of the influential industries of market economy, is playing crucial role in China's economic ambition on global arena. It not only introduces China's products to overseas consumers but also has them exposed to China's culture. However, due to the inexperience of Chinese enterprises and shortage of professionals for global marketing, problems are many and substantial in CE ad translation as low-quality translation is seen everywhere. Ad translation is quite young in China. Although some scholars have carried out studies in this field and have made some achievements, their studies are not systematic and comprehensive enough. The present study attempts to offer a contribution to the area of the translation of advertisements from Chinese into English (hereinafter referred to as "CE ad translation") in a multi-faceted view.Starting with a brief introduction to advertising and CE ad translation, the thesis analyzes the CE ad translation from intralinguistic and extralinguistic aspects respectively, and proposes three translation strategies especially designed for CE ad translation with Skopos theory applied. To be specific, all the proposed translation strategies are based on the characteristics of advertisements.The structure of the present thesis is as follows:Introduction briefs on the importance of CE ad translation over China's economic development, presents reasons to determine the research topic, and defines the delimitation.Chapter 1 is a presentation on current actualities of China's advertising industry, CE ad translation, ad translation studies in and out of China, and on the possible contribution of the present thesis. It examines the basic knowledge of advertising, which serves as a requisite preparation for subsequent research.Chapter 2 takes an intralinguistic perspective, analyzing CE ad translation from lexical, syntactic, contextual and rhetorical levels for better TT language accuracy in...