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

The source text of this translation report is drawn from The End of Advertising:Why It Had to Die,and the Creative Resurrection to Come,a book written by Andrew Essex,CEO of Tribe Enterprises.In this book,the author analyzes how the Internet will cause advertising to die gradually and how it can survive the impact through creativity.According to Newmark's text typology theory,it belongs to the informative text.Therefore,his communicative translation theory can be applied here,under the guidance of which the translator renders the source text in a reader-targeted way and eliminates their difficulties and barriers in communication by breaking the limits of the source text,thus making a lucid,fluent translated version which satisfies the target readers' demand for readability.The translation report is composed of five chapters.For a start,the author gives an overall description of the project,including its background and significance.The second chapter serves as a brief introduction to the author and main content of source text,together with its analysis.In the third chapter,the author introduces Newmark's communicative translation theory and how it is applied in this report.The fourth chapter pays much attention to slang term,including its definition,features,and functions and how to translate them under the guidance of communicative translation theory.The last chapter is the conclusion,which includes enlightenment and problems to be solved.