An Analysis Of The Causes Of Cross-Cultural Pragmatic Failure And Appropriate Strategies For Chinese-English Advertising Translation

With the development of our socialist market economy since China's opening up tothe outside world, advertising has been developing at a speed no one could haveimagined. Since Coco-Cola became the first American product available in China in1979, foreign products have been flooding into China. With the rapid development ofinternational business in the world, there is a growing need for efficient internationaladvertising translation in order that these products could be accepted by consumerseasily. International advertising translation is of great significance in internationalizingof China's enterprises and opening the global market for made-in-China products underthe circumstance of globalization of world economy. Therefore, there has been a greatmany of scholars who have studied advertising translation from various perspectives.More and more books and articles about advertising translation have played animportant role in how to promote the sales of commodities abroad.However, the studies of advertising translation are not given enough attention.There are two reasons that the author makes a decision to study the topic: on the onehand, along with the fast development of the internet and information communicationtechnology, the international advertising would be promoted to a new step and theadvertising translation would enjoy unprecedented development. The importance ofadvertising translation tells its own tale; on the other hand, the study of advertisingtranslation needs to be improved, for a great number of scholars have only analyzed theexamples and strategies of advertising translation sketchily.In order to make the Chinese-English advertising translation more satisfactory,this thesis focuses on the analysis of cross-cultural pragmatic failure in Chinese-Englishadvertising translation and examines appropriate strategies for doing the translation well.The thesis is composed of four parts. In the first chapter, the author reviews JennyThomas' theory of pragmatic failure by illustrating its basic points, including itsdefinition, classification and causes. After the theory is set forth in detail, the specific expressions of pragmatic failure in Chinese-English advertising translation areillustrated in the second chapter. Chapter Three is devoted to the causes of the failure inChinese-English advertising translation. The differences of Chinese and Englishadvertisements are probed into in the chapter. After that, the strategies ofChinese-English advertising translation concerning cultural differences are given andthe author attaches to the cross-cultural advertising translation.Finally, in the conclusion, the key points of the thesis are given. The author hopesthat this thesis can give a light on the Chinese-English advertising translation in thefuture.