Translation Of Advertising Slogans From The Perspective Of Text Typology

As a special type of practical writing, advertising slogan has its own values.Public advertising slogan usually expresses some kind of notion or information tothe public; whereas commercial advertising slogan aims at promoting sales ofproducts or services. Peter Newmark proposed three text types based on Bühler’slanguage functions: expressive, informative and vocative texts. As a type of vocativetext, advertising slogan is not compiled solely to achieve the persuasive function. Inthis thesis, the author classified advertising slogans into four types according to texttypology and language function, namely: informative, attractive, persuasive andinstructive slogans. Based on a comparative study of linguistic features and culturaldifferences of advertising slogans between English and Chinese, the author thinksthat traditional translation strategies such as faithfulness and equivalence are notnecessarily old and incompetent in translating certain advertising texts. In this thesis,the author tries to reconsider the translation of advertising slogan and generalizessome proper translation methods according to text type and function of advertisingslogan.