On Metaphor And Its Translation In English And Chinese Advertising

This thesis presents a study of metaphor in both English and Chinese advertising, and suggests how to translate them from the cognitive point of view. As people are now living in a fast growing international market, it is believed that research into the advertising translation is of tangible value in the business arena, when accurate, skillful and to-the-point translation of advertising constitutes one important aspect for the success of a corporation. The author first makes a detailed exploration on the features of advertising language and concludes that metaphor is the soul of advertising and advertising translation is metaphor translation. Therefore, knowing the features of metaphors and how to effectively render them in the target language will be of great help to the publicity*of the products advertised. Then the author extends a thorough analysis of metaphor and metaphor translation as well as intercultural comparison of metaphors based on the theory of cognition. Finally principles and strategies of metaphor rendering are proposed. The author aims at enriching the study of metaphor translation, through the angle of advertising which embodies a vivid feature of metaphor and plays an important role in our economy and life.