A Study Of The Strategies For Advertisement Translation From The Perspective Of Language Economics

Under the background of globalization,the competition for commodity becomes fiercer than ever before.Advertisement,as a way to propagandize,takes a paramount position in the competition.A good advertisement not only publicizes product,influences its sale,but also improves corporate identity.For those reasons,advertisement translation has attracted much attention in the world.Over the past years,various translation theories have been applied to study how to make a good advertisement translation.However,until to now,the economic method has never been introduced to this era.We firmly believe that Language economics,combining economics and linguistics,can find the rules of economy which hide in translation of advertisement.It is also the first time to analyze translation with economic method.Language economics puts forward by Jacob Marschak in 1960's and mixes economics and linguistics.As a way to communicate,he believes language shares the character of economy,value,utility,cost,and benefit.As a new subject,language economics is booming in a short time,and attracts scholar's attention all over the world.In the past few years,Chinese scholars begin to step on this field.From pure theory to practical study,a lot of work has been done in this new era.Nevertheless,both theory study and practical study just focus on macro aspects,such as education and policies.It rarely steps to micro field.In this article,based on existed advertisement,language economics tries to analyze advertisement translation strategies in the perspective of language economics.It aims to fully show the different economic value in advertisement,which is greatly effected by translation strategies.Moreover,an interview is made to support the study that can avoid subjective inclination.After all,the paper studies different translation strategies on the basis of practical survey.It is hoping to further study the practical area of language economics,and provides new angle for advertisement translation.From this point,the paper not only enriches relative theories,but supplies some experience for future study.However,for limited condition,it is unavoidable to make mistakes that need future researchers to correct it in order to further study.