On Translation Of Advertising Language From The Perspective Of Semiotics

As an independent subject, the study of semiotics has its origin in the 60 s of 20th century, France. Then it developed quickly in the countries of America and the former Soviet Union. However, no matter in western or eastern world, mankind's interests on sign phenomenon research flow out length, which is nearly as long as the history of human civilization. Modern semiotic study mainly has 4 sources: natural science, social sciences and the humanities, and modern philosophy, modern linguistics. The pioneering representatives of modern linguistics branch are Saussure, Peirce, Morris, Roland Barthes. In 1946 American philosopher and semiotician-- Morris (Morris, C. W.) put forward the thought of 3 divisions in semiotics- - syntactics, semantics and pragmatics. He held that language possesses a special and fundamental position in semiotics and that the essence of semiotics lies in its leading to behavior. This paper is based on Morris's behavioristic semiotics as theoretical foundation, analyzing advertising language translation from syntactics , semantics and pragmatics aspects.This paper has advertising language translation as its study object. Advertisements are everywhere in our daily life. Various types of sign vehicles in advertisement have gotten most ample demonstrations. In advertisement, signs are utilized and developed, sometimes even reach the utmost extent. Though this kind of extreme art is always used excessively and exaggeratedly, our society really needs and depends on advertising. Along with the unceasing development of international exchange, cross-cultural translation of advertising languages has become more and more important. As language is one kind of sign, it is possible to describe the translation activities between two languages. How to describe this process, how to make this course more operate-easy and flexible? These problems are what my paper strives to solve. We advocate that translation of advertising language should realize"information reproduction ", which includes syntactic information, semantic information and pragmatic information. The reproduction of these three kinds of information at the same time will be the most ideal translation. However, we often fail to accomplish this ideal translation. I have preliminarily summarized four kinds of translation patterns in dealing with these failures.With Charles Morris's theory as our theoretical background, we also referred to Saussure, Peirce, Eco, Sebeok, etc. And investigate the process of advertising language translation by viewing ads language as a cardinal commercial promotion means. This paper has used the methods of comparison, such as the comparison of 3 semiotics concepts of signs, symbols and signals in chapter three. I have also adopted various research techniques of classification, illustration, chart demonstration, deduction and synthesis and so on, attempting to discuss from different angles with various methods.The significance of this thesis lies in the breakthrough of traditional tendency of Saussurean semiotic study. And I try to look closely at the sign system of language from different view points, to look c closely at translation process, and to describe the process. Moreover, by exploring language I attempt to study how translator and advertisers propagate efficiently, how signs help to realize social value and commercial value of advertising language.