Pragmatic Strategy In English Translation Of Chinese Advertising

In modern society, advertising is becoming an important part of our daily life. With the rapid development of China's market economy, and the deepening of China's reform and opening to the outside world, the relation between China and the whole world has become increasingly tight. The whole world is more and more commercialized and informationalized, so advertising, as a selling and information communicating device, is playing a more and more important role, and the status of advertising translation is thus more and more important.However, the study of advertising translation from Chinese to English in our country is far from satisfactory to its need. There are kinds of problems in some translations of Chinese advertisements, which distort the original intended message conveyed in Chinese and mislead the foreign customers. This thesis tries to study advertising translation from Chinese to English from the perspective of pragmatics. After introducing pragmatic failure and pragmatic equivalence, this thesis puts forward its pragmatic strategy: with the guide of cooperative principle and relevance theory, to avoid pragmatic failure, so as to achieve pragmatic equivalence.Pragmatic equivalence is by no means an equivalence relation in mathematics but a comprehensive term related to all aspects of translation such as languages and cultures. Pragmatic equivalence includes pragmalinguistic equivalence and sociopragmatic equivalence, which have their demands of equivalence on different levels. In advertising translation, pragmatic equivalence demands that the pragmatic force which the translation conveys to the target audience should as much as possible accords with what the source advertisement conveys to the source audience, and thus have identical incentive for the audience to take action. Therefore, pragmatic equivalence can be regarded as a measure for advertising translation.In order to avoid pragmatic failure, and then to achieve pragmatic equivalence...