Pragmatic Failure And Techniques Of Advertisement Translation

With the international globalization in the new century, advertisement plays an increasingly significant role in the world economy. As an essential component of a commercial market and the free enterprise system, advertisement gradually penetrates into every aspect of people’s life, and contributes much to the entrance of products’ sale and services to the world market.In the daily life, people are exposed to advertisements whenever they turn on their TV sets, radios, or open their mailboxes, or even walk in the streets. In fact, advertising becomes something that influences everyone’s living and working almost on every day.Imports and exports become more and more important for international trade. As a result, advertisement turns out to be a fast and effective way for traders and business people when introducing information about their goods, services or ideas to the consumers. Therefore, it is no doubt that advertisement translation becomes an essential part in China’s trade and business. However, due to the unique style and characteristics of advertisement slogans, as well as its intimate relationship with the society and culture, it would be a great challenge for the translators to make a translation of an advertisement slogan both accurately and attractively.This paper apply the pragmatic failure theory, and use many advertisement examples. It analyzes pragmatic failure in advertisement translation, in the meanwhile, it puts forward some translation techniques.This thesis is composed of the following six chapters: Chapter one provides the background of the thesis. Chapter Two introduces the literature review at home and abroad. Chapter Three gives the basic definition of advertisement and basic purposes of Advertisement translation. Chapter Four introduces the definition and classification of pragmatic failures, and through many examples, analyzing pragmatic failure in advertisement translation. Chapter Five introduces main techniques and rhetorical devices of advertisement translation. Chapter Six, summarizes the whole thesis.The innovation of thesis is not a single argument. When it probes into pragmatic failure of advertisement translation, it also introduce many translation techniques. The purpose is to increase the level of advertisement translation, reduces the mistakes and faults, strengthen cultural exchanges, and promote economic development.