Dissertation > Excellent graduate degree dissertation topics show

Advertisement Translation in English Pragmatic Failures and Countermeasures

Author: LiFei
Tutor: ShangXiaoMing
School: Heilongjiang University
Course: English Language and Literature
Keywords: Advertisement translation Pragmatic failure Pragmatic transfer Adaptation Theory Skopos Theory
CLC: H315.9
Type: Master's thesis
Year: 2011
Downloads: 355
Quote: 0
Read: Download Dissertation

Abstract


With the intense globalization, as a media of marketing products, advertisements are playing an important role. In 2010, China overtook Japan to become the second largest economy in the world, and is now of the utmost importance in the global economy. The frequent foreign trade demands further accuracy in advertisement translation.Advertisement texts are being paid more attention by the language researchers.However, the research on advertisement translation, especially between English and Chinese, is far from satisfaction. There are a lot of inappropriate versions of English and Chinese translation in the market,which confuse consumers and make advertisements less effective.On the basis of Thomas’pragmatic failure,the thesis analyzes pragmalinguistic and sociopragmatic failures through the illustrations with componential and composing elements of advertisements.The discovery of pragmatic failures in translation include pragmalinguistic failures caused by pragmatic transfer,and sociopragmatic failures resulting from different associative meanings, values, thinking patterns and cultural vacancy between the original and target languages.To avoid pragmatic failures in English and Chinese advertisement translation,both Adaptation Theory and Skopos Theory are applied. Adaptation Theory by Verschueren provides a new angle to understand and explain Pragmatics,which points out that the usage of language is users’continuous choice-making process under different consciousness in order to achieve their aims of communication.Advertisement translation is a communication between the origianl and target languages.The translators of advertisements also make choices and adapt to realize the objectives of advertisements.Skopos Theory holds that translating is a communication and its purposefulness determines the procedure and approaches. Advertisements are a kind of special texts aiming at marketing. Understanding the cultural background of the target language,according to the structures of expectation in terms of aim and function, translators adopt various strategies flexibly to translate advertisements.Thus the translated texts are about to get the target consumers’attention and the commercial aims of advertisements have also come into being.What’s more, the thesis can somewhat enhance the accuracy and precision of advertisement translation effectively by exploring the investigations above.

Related Dissertations

  1. A Study of Cross-cultural Pragmatic Failure in Senior High School English Teaching,G633.41
  2. On the Pragmatic Effects of Linguistic Taboos in English Films from the Perspective of Adaptation,H313
  3. On Chinese Real Estae Advertisements from the Perspective of the Adaptation Theory,H152
  4. On the Trnslaion of Associative Meanings of Culturally-loaded Works by Applying Relevance-Adaptation Model,H315.9
  5. A Study of Pragmatic Failures in High School Students’ Compositions,G633.41
  6. A Contextual Adaptation Perspective to Two Chinese Versions of Pride and Prejudice,I046
  7. Overinformative Responding of Patients in Chinese Clinical Setting: a Pragmatic Approach,H13
  8. Appellation Translation in the Deer and the Cauldron from the Perspective of Skopos Theory,I046
  9. Adaptation-theoretic Exploration on Pragmatic Vagueness in Verbal Communication,H030
  10. An Adaptive Study on the Lexical Choices in the Public Speaking of U.S. President Obama,H313
  11. Metaphor Translation in Tess of the D’urbervilles from the Perspective of Skopos Theory,I046
  12. A Comparative Study on Two Chinese Versions of the Adventures of Tom Sawyer from the Perspective of Skopos Theory,I046
  13. On C-E Translation of Corporate Profiles from the Perspective of Adaptation Theory,H315.9
  14. On the Interaction between Implicitness of English Advertising Language and Readers’ Cognitive Psychology (RCP),H315
  15. A Study on the Translation of Fictional Style Based on the Linguistic Adaptation Theory,H315.9
  16. Contextual Adaptation in Community Interpreting,H059
  17. Translation Strategies for E-C Cosmetics Advertisement from Skopostheorie,H059
  18. A Study on Pragmatic Strategies in Political Diplomatic Language from the Perspective of Adaptation Theory,H030
  19. On Novel Dialogue Translation from the Perspective of Adaptation Theory,I046
  20. A Study of Verbal Irony in Pride and Prejudice from the Perspective of Adaptation Theory,I561
  21. Translation of Brand named,H315.9

CLC: > Language, writing > FOREIGN > English > Translation
© 2012 www.DissertationTopic.Net  Mobile