On The Integrated Application Of Text Typology And Text Analysis In Commercial Advertisement Traslation

Along with economic globalization, the global advertising is becoming a hotissue which leads to an increasingly growing demand for advertisement translation.Thus, advertisement translation, though a relatively new research field in translationstudies, has been thriving rapidly. Both domestic and overseas scholars have beencontributing to this research field in order to shed a light on how to translateadvertisement theoretically and practically. Even though the achievements in this fieldare fruitful, we still lack a systematic guidance to approach advertisement translation,especially in English-Chinese advertisement translation.Based on the current achievements made in advertisement translation, this thesiswill pay special attention to the problems that have been bothering the translators overthe years and will try to integrate two important theories of the functional approaches,Kathatina Reiss’s text typology and Chritiane Nord’s text analysis, and apply them inadvertisement translation.Utilizing famous and well-received commercial advertisement translations ascase studies, this thesis will discuss both the merits and demerits of text typology andtext analysis in advertisement translations. And the crucial principles of advertisementstudies will also be utilized in the integrated application of the two translation theoriesas to test the effectiveness of the integration. Finally, this thesis will conclude anintegrated approach to translate advertisement from the results of the case studies,which could hopefully be helpful to the whole process of advertisement translation.