A Study Of Advertisement Translation In The Light Of Newmark's Theory

With the deepening of commercialization of the whole society, advertisements are playing a more and more important role in our modern society, and therefore the study of advertisement translation is of great importance. This paper is intended to probe into the application of communicative and semantic translation put forward by Peter Newmark in advertisement translation. In Newmark's theory, communicative translation pays more attention to the conveying of the important information of the Source Language (SL) into the Target Language (TL). The purpose of doing so is to have a good communication with the readers of the TL. On the other hand, semantic translation emphasizes on translating everything into TL without even changing the sequence and format of words and sentences in SL. The translator translates the text word by word without considering the acceptability and cultural background of the TL readership.This paper falls into five chapters. After introduction of the thesis, in Chapter Two, the concept, functions, and features of advertisements are reviewed and discussed. And in the third chapter, Newmark's theories of semantic and communicative translation and their similarities and differences are introduced. In the following chapters, the application of communicative and semantic translation and some effective strategies for advertisement translation are proposed on the basis of detailed analysis of the translated examples of headlines, slogans and trademarks. Through the research, it is naturally concluded that the desired effective method can be out of the combination of communicative and semantic translation.Therefore, the combination of semantic and communicative translation is suggested in the translation of advertisements in order to achieve the desired effect. It's sincerely hoped that this thesis will enrich our advertisement translation and prove to be of some value in translating advertisements.