A Study Of Ideology In Advertising Translation From The Perspective Of Critical Discourse Analysis

This thesis discusses the relationship between language and ideology involved in advertising translation from the perspective of Critical Discourse Analysis. The discussion is carried out from two aspects:ideology hidden behind advertising language and ideological manipulation in advertising translation. Scholars at home and abroad have done intensive researches on advertising language while doing advertising translation studies, most of which focus on surface linguistic features. In this thesis, study is carried out from a new perspective.The new perspective of Critical Discourse Analysis aims to reveal the relationship among discourse, ideology and power through analyzing linguistic features. According to critical discourse analysts, linguistic features at all levels have ideological meanings. As for specific discourse, certain linguistic features that have important social meanings are chosen for analysis. In this thesis, a critical analysis is first done to the linguistic features of modality, personal system and classification in Chinese or English advertising discourse and ideological meanings hidden behind these linguistic features are revealed. Through the analysis, the author finds that the advertisers not only deliver information about their products or services but also propose their personal ideologies through advertising discourse. Linguistic choices in advertising discourse carry ideological meanings. Then the author further discusses ideological manipulation in advertising translation, applying Critical Discourse Analysis to advertising translation studies. Source advertising texts and their translated versions are compared and analyzed. Changes on aspects of modality, personal system, classification and other linguistic forms are descried and ideological manipulation is explained. From the analysis, the author finds that modality, personal system, classification and other linguistic features are changed in translated advertising texts so as to meet the mainstream ideology and readers'personal ideology in target society.Critical Discourse Analysis provides a new perspective for advertising translation studies. Through revealing ideology hidden behind advertising language and ideological manipulation in advertising translation, the author tries to combine studies of ideology and advertising translation with Critical Discourse Analysis. The author hopes that this paper can provide inspiration for advertising translation in theory and practice.