A Study On The Application Of Edited Translation To Advertisement Translation

There is a parlance in philosophy, "existence means significance". Directly using this parlance to explain the existence of edited translation is, seemingly, somewhat abstract. But from a general survey of the application of edited translation, which develops from contingency to consciousness, we can find the significance of this variation of translation more and more obvious. However, the study of edited translation as a kind of translation variation has never been recognized by most theorists. Some claim edited translation is not translation at all, and some think its practicing is actually manifestation of the translator's utilitarianism. But since it is useful, why stop it from the threshold of study? So edited translation, as a kind of translation variation shall be academically studied since it has great value.However, a literature review in the present study shows that the existing researches of edited translation are limited. Scholars have done some research about the application of edited translation to news translation, tourism translation and interpretation. These researches are significant. However, no one has done any research about the application of edited translation to advertisement translation.This thesis will try to solve the following problems:1. What is the theoretical foundation of edited translation and how this theory supports edited translation?2. How is the edited translation applied to advertisement translation? To answer these two questions, the thesis will be organized as follows:The first chapter briefly introduces the present situation of the study of translation variation; problems exist in this field and the reasons to choose this topic,The second chapter discusses the essence of translation, skopos rules and loyalty principles which support the edited translation.The third chapter mainly explores the definition, the steps and methods, the merits and significance of edited translation. And the author holds the idea that the relationship between translation variation and complete translation is not contradicting, but complementing. The forth chapter discusses the main features of advertisement and explores the differences between Chinese and English in advertising. And this chapter employs some major advertisements of different styles to illustrate how edited translation can be applied to advertisement translation.The conclusion restates the main idea of this thesis, points out the limitations of edited translation, the limitations and contributions of this thesis. In the conclusion, the author calls for the joint efforts from all researchers in translation in order to make better use of edited translation.This thesis will make some contribution to the application of edited translation to advertisement translation in the following aspects:Firstly, based on the essence of translation according to functionalism, this thesis argues that edited translation is one kind of translation.Secondly, by using the skopos rules and loyalty principle, this thesis offers new support and limitation for edited translation. Skopos rules gives freedom to edited translation and loyalty principle limits the range of justifiable target text functions.Thirdly, this thesis applies the study of edited translation into advertisement translation to inspire edited translation's development in more fields.