Research On Application Of The Reader-oriented Strategy To Advertisement Translation Of Consumption Goods

This paper is an attempt to explore possible strategies that will facilitate translation of advertisement and to throw light on studies in this field. The economic globalization that is taking place in the world today is making this issue important because, to a large extent, a successful advertisement is half of the success for a product, and likewise a successful translation of the advertisement may mean success for an imported or exported product. In spite of the efforts scholars have so far made on the issue, translation of ads remains for all a hard nut to crack. By drawing on the reader-centered or reader-oriented approach to translation studies, an approach that focuses on the reader’s response to given texts, the present author hopes to show that the application of the principles of this approach is conducive to making the translation of advertisements more effective.As the core issue of advertisement translation is to promote sales by making the targeted text appealing to the targeted readers, readers naturally become a focus of study when we translate advertisements. But readers are never an abstract and elusive concept. They are grouped according to their age, culture, and gender, etc. Thus for a translator of advertisements, due considerations must be given to such factors as will affect the readers’ response to a translated text.Structurally the present paper is divided into seven parts.The first part is the Introduction, which elaborates on the purpose and significance of the present research, and introduces the methodology use.Chapter1reviews the studies that have so far been conducted on the issue of advertisement translation.Chapter2focuses on the linguistic and functional features of advertisements.Chapter3discusses the conventional strategies adopted by translators in the translation of advertisements.Chapter4concentrates on the new reader-oriented approach as a new solution to problems in advertisement translation.Chapter5groups the readers according to their cultural, gender and age differences and argues that a successful translation of ads depends on a good understanding of such differences.The last part is the conclusion.