- 期刊
Analysis of Translation Strategies of Advertisement under the Reception Theory
摘要
In the context of the globalization, all kinds of goods are frequently imported and exported, while advertisement, as an important tool of product marketing, which has increasing tendency towards being trans lingual. Advertisement translation is more of something that can not be avoided. Advertisement has its own characteristics. Different from other textual translation, advertisement translation lays more emphasis on its readers and encourages its readers to become consumers. Therefore, translators should adopt various strategies to translate the texts. This thesis, under the perspective of reception theory, will analyze the translation strategies through collecting some excellent advertisement translation cases. Here, three conclusions would be drawn through analysis. The translation should first conform to the characteristics of language of advertisement; Then, advertisement translation should take readers in priority to achieve its commercial values; The aesthetic needs and expectation should be satisfied. In the last part of the thesis, under the guidance of the reception theory, there are four translation strategies adopted in advertisement translation, which can offer references for the future advertisement translation. The writer discusses the limitations and gives suggestions for further study.