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A Brief Analysis of Strategies in English Advertisement

Translation

【Abstract】For both Chinese and foreign enterprises，there is an advertisement internationalization problem，that is product advertising translation.In this thesis，the author puts forward the translation strategies which provide the reference to the advertising translation.

【Key words】translation strategies； English advertisement advertising translation.

Some applicable English advertisement translation strategies including amplification，abridgement，imitation，and semantic transliteration are quite popular in English

Advertisement Translation.According to different features of the source text，different strategies are adopted and sometimes are used in combination. 1.Amplification

Amplification is a translation procedure where the translator uses more words in the target text than are present in the source text in order to re-express an idea or to reinforce the sense of a word from the source text whose correspondence in the target language can not be expressed as concisely.The

technique of amplification requires adding information to the original text，including explaining，commenting，and supplementing.In the source text，some contents familiar to the source readers （especially the cultural information） are mentioned briefly，but translators are obliged to elaborate on them to the target readers： Otherwise，this background information could confuse foreigners.

Such as： Where will you find your Shangri-La？ （Advertisement of Shangri-La Hotel）

The translations above also employs amplification，without the explanation in brackets，Chinese consumers who have not read about James Hilton’s Lost Horizon or are not familiar with the connection between the name of Shangri-La and paradise will be confused about this advertisement. 2.Abridgement

Abridgement means to leave out unimportant or

uninteresting information to the readers from the source text.The purpose of abridgement is to achieve conciseness and bring the useful information into full play.As mentioned in the previous chapter，Chinese abounds in flowery language，whereas English is characterized by brevity.While Chinese makes an abundant use of modifiers，English gets rid of ostentatious expressions

and remains to be factual.In addition，parallel four-character phrases are absent in English.Sometimes the differences between the two language call for a reduction when translating from Chinese into English.Such as：

Time is what you make of it.（Swatch） 天长地久。（斯沃奇手表） Wherever you are.Whatever you do.The Allianz Group is always on your side.（Allianz Group）安联集团，永远站在你身边。（安联集团） 3.Imitation

In the translation of English ads，a translator should bear in mind the fact that the utmost goal should be the fulfillment of the communicative purpose.The translator should try to communicate with the target reader through his translated text.In order to achieve this goal，he/she should try his or her best to adopt any possible means to attract readers’

attention.Sometimes，the original form has to be changed in the target text，and imitation is one of the ways of doing so.By imitation，we mean to transform the original ads with the help of target expressions familiar to the intended readers.Usually，popular set phrases，proverbs，poetic lines，etc.in the target culture are employed.By doing so，the ads shorten the gap between the advertiser and the readers and achieve satisfactory effect among them.