广告的变译-外国语言学及应用语言学专业论文.docxVIP

武汉理工太学碰士学值论文ABSTRACT 武汉理工太学碰士学值论文 ABSTRACT In modern society,advertisement，the embodiment of commerce，is functioning greatly in market today．The intensification of international exchanges and severe competitions drive the need for qualified advertisement and thus oftranslation． However,the study of advertisement translation is far from satisfactory to its need，and the traditional translation theories seem increasingly inadequate to practical advertisement translation．Reason being，advertisement is of a very practical type of writing with high commercial value．Its ultimate purpose is to promote sales．If the translator rigidly adheres to the original form and content in translation，it may not produce persuasive effects and may lead to the failure ofpromoting sales in target markets．Therefore,the special purpose of advertisement should be combined with the translation theory when it iS translated． In general，a good advertisement is successful when it persuades its audience，However,due tO the barriers of language and culture，an advertisement，when translated，may not be successful to the target audience． This is because when an advertisement is designed，the advertiser is sure that the target audience can understand it and accept it in its native language and culture．But actually when the situation is changed，which means an advertisement is translated into a quite different language under different culture，the persuasiveness of the advertisement may not yield the same effect in the target culture．Only when the advertisement is adapted appropriately to the target language and cultural standards cab the audience be easily moved tO Ⅱ 武汉理I大学硕士学位论文accept 武汉理I大学硕士学位论文 accept the advertisement and purchase the advertised product．Living and growing in a certain cultural environment，each customer is deeply influenced by different culture Therefore，in order to achieve advertisement goals，and develop special persuasive function， a particular translation strategy·-·transla