A Report On The Translation Of The End Of Advertising:Why It Had To Die,and The Creative Resurrection To Come (Chapter 3)

The source text of this translation report is an excerpt from the book,Why It Had to Die,and the Creative Resurrection to Come authored by Andrew Essex.Published by Spiegel & Grau in 2017,the book aims to discuss the forms and tendencies of the development of advertising in the future.According to Newmark's text typology theory,the source text is an informative text.Chapter Three of the book is chosen as the source text of the translation project.Under the guidance of New Mark's Communicative translation theory,the translator focuses on the comprehension and response of receptors,thus enabling the language of target text to break away from the linguistic fetters of form of source text,so as to create a concise and fluent as well as loyal translated work.The translation report includes five chapters.The first dilates on the reasons for choosing chapter Three of the book as the source text,the backgrounds of the project and what significance it may have.The second introduces the author,the main content of the source text,and gives a rough analysis of the source text.The third describes the guiding theory applied in the report,namely,Newmark's communicative translation theory,which instructs the translator must be oriented towards the TL readers in translation,so that they can get the similar effect as on the SL readers do.The fourth,from the perspective of Newmark's communicative translation theory,analyzes the difficulties and key points in translating such as terminology and rhetorical devices,as well as long and difficult sentences,and then presents corresponding solutions.The last makes a conclusion,elaborating on the experiences and enlightenments gained from the translation project,as well as the unsolved problems.