Studies On Translation Of Sports Commodity Advertisements

In the light of functionalist translation theory and reception aesthetics and on the basis of comparative studies of Chinese and English sports commodity advertisements, the thesis attempts to come up with related translation strategies to facilitate international communications of advertisement and to enhance the international image of Chinese sports culture.The thesis presents a brief introduction to features and functions of sports advertisement, followed by linguistic and cultural comparisons between Chinese and English sports advertisements. It is found that in Chinese sports advertisement pinyin is often used with the intention to highlight cultural connotations and two-word structures are often employed for figurative impact while in English ones acronyms and abbreviations often appear, and the actual meaning of the trademarks of goods is made a point of.In the thesis, the linguistic and cultural key points in translation of sports advertisements are stressed. Through sufficient illustration, the thesis proposes flexible uses of approaches to translation considering aesthetical features of different contexts, including literal translation, free translation, phonetic translation, corresponding translation, addition and omission.