Abstract

With the rapid development of social economy, advertisement plays a more and more important role. It conveys information of products or services to people, thereby promoting product distribution and economic development, and enriching our lives. Nowadays, the communication of global economy and cross-cultural exchange is becoming increasingly frequent, under which condition, international advertisements tend to be more diverse, and undoubtedly, advertisement translation appears more significant.

The main purpose and function of advertisement, which is to persuade people to accept or buy their products and services, determines that advertisement translation should adopt domestication and give priority to the target language and the readers. Even though the application of foreignization is limited, it is still necessary in advertisement to some extent, since it can meet the needs of the global market and the psychological needs of consumers.

This thesis discusses the problems in advertising translation from the perspective of domestication and foreignization. According to the analysis of the two strategies and the comparison between the applications of them, the conclusion of this thesis are drawn as follows: In advertisement translation, domestication should be the basic strategy while foreignization works as supplement if necessary.

Key words: advertisement translation; domestication; foreignization

CONTENTS

中文摘要

Abstract

1.-Introduction-1

2.-Domestication and foreignization-2

2.1 The definition of domestication and foreignization-2

2.2 The development of domestication and foreignization-2

2.2.1 The development in China-2

2.2.2 The development at abroad-3

3.-Advertisement translation-4

3.1 Advertisement-4

3.1.1 The definition of advertisement-4

3.1.2 The purposes of advertisement-5

3.1.3 The functions of advertisement-5

3.2 Advertisement translation-6

3.2.1 The background of advertisement translation-6

3.2.1.1 The social background-6

3.2.1.2 The cultural background-6

3.2.2 Features of advertisement translation-7

4.-The application of the two strategies in advertisement translation-8

4.1 The application of domestication-8

4.1.1 The analysis of the basic strategy-9

4.1.1.1 Imitation-9

4.1.1.2 Addition and Abridgement-9

4.1.1.3 Reorganization-10

4.2 The application of foreignization-10

4.3 The application of the two-11

5.-Noteworthy points-12

6.-Conclusion-12