On Teaching Of Translation Of English Advertisement

The advertisement translation is situated between the literature translation and the non-literature translation, therefore the advertisement translation has its particularity. Regarding many multinational corporation's advertisement ,The translation all along advocates its unity, namely retains its true self, thus achieves "the globalization" ,the advertisement goal. However ,some researches insist that advertisement translation must retain the national spirit, thus achieves "the localization" effect. For the students who major in advertisement, it is important to grasp one effective translation method. But the reason that cause the student translation problem displays in the following three aspects: domestication of idioms, semantic gap and overtranslation and undertranslation.Based on the theory of translation principles ,we make an experiment to explore a way which can improve the students' translation ability. Different texts have different traits. We generalize the following characteristics by the experiment:Firstly, we use literal translation, paraphrases,and series to translate the advertisement.Secondly, when we use domesticating translation ,we always adopt the substitution, the additions and deletions, the reorganization, the transliteration and the recomposition means.Thirdly, the foreignizing translation mainly appears in two kinds of situations which cater to the young consumer's demand and the product sales strategy .In the experiment we also had some enlightenment:We must pay attention to the special cultural background,and we should not violate the national characteristic or the localization of the cultural background .Meantime we should not over domesticating translate. The foreignizing translation not only retains the primitive cultural information , but also enables the reader to understand "different" meaning. And the student needs to understand the cultural ,the national condition, the social customs, the local conditions and the economical politics .It is helpful for the students to improve their translation competence. On the one hand, it lies in student's usual accumulation, on the other hand, they need to carry on the massive drills and the practice.