E-C Translation Of Slogans From The Perspective Of Text Analysis

With the acceleration of the pace of globalization in various fields worldwide, China has played a more active role in international events. To conform to the international criteria, different English material has become the source of publicity and information supplying. English slogans, as the window of external publicity for international fairs, conferences, festivals and also enterprises, are indispensable to enhance visibility and recognition in the world. The studies on slogans and their translation have been increasing in recent years, but a great part of them are limited to the C-E translation of advertisement or public service slogans.In this thesis, by observing a great number of English slogans, the author summarizes the features of them and makes a classification according to their application in different fields. The traditional linguistic equivalence principle is no longer fit for the translation of slogans which are designed for practical use. With Nord’ translation-oriented text analysis model applied, the author analyzes the extratextual and intratextual factors of English slogans and compares them with those of their Chinese versions. Then, define the general functions of English slogans to see what factors to be reserved and what to be adapted according to specific conditions of the audience and other cultural and linguistic factors, and thus to realize the intended function in the target text.After detailed analysis, the author proposes corresponding translation principles of English slogans:function-priority principle, audience-oriented principle and style-adaptive principle, and detailed strategies are put forward to hopefully promote the quality of E-C slogan translation:literal translation, supplementary translation, condensed translation, creative translation and adaptive translation.