Abstract:As a product of economic development, advertisement has become an indispensable part of our life. With the development of economic globalization, it has become a key issue in language and translation studies. This thesis aims to discuss the cultural connotations of vehicle of metaphor in English and Chinese advertisements and metaphor translation under the guidance of Peter Newmark’s text functional theory. And through analyzing some examples of translating vehicle in advertisements, this thesis points out that translators should pay attention to cultural connotations of the metaphorical language when translating advertisements. Under the guidance of text functional theory, practical translation of metaphors in advertisements should be conducted according to the informative function and vocative function of the advertisements’ text. Also, the author puts forward some concrete strategies for the translation of metaphor’s vehicle in advertisements: literal translation, free translation, conversion, creative translation, etc.

Keywords:  advertisement  metaphor  vehicle  cultural connotations  translation  

text function

Contents

Abstract

摘要

Chapter One Introduction-1

Chapter Two Metaphors Used in Advertisements-2

2.1 A Brief Introduction of Metaphor-2

2.2 Culture and Metaphor-3

2.2.1 Language, Culture and Metaphor-3

2.2.2 Reasons for Culture Differences between Western and Chinese-4

2.3 Usages of Metaphor in Advertisements-5

2.3.1 Being Representational-5

2.3.2 Being Persuasive-5

2.3.3 Being Intimate-6

2.3.4 Being Heuristic-6

2.3.5 Imaginative Function-6

Chapter Three Cultural Connotations of Vehicles and Metaphor Translation Strategies in Advertisements-8

3.1 Newmark’s Text-typology and Advertisements-8

3.2 Strategies Employed in Translation-9

3.2.1 Literal Translation-9

3.2.2 Free translation-10

3.2.3 Conversion-11

3.2.4 Creative Translation-12

Chapter Four Conclusion-13

References-14