Identification In The Translation Of Commercial Advertisements From The Perspective Of Translation Rhetoric

This study attempts to demonstrate the applicability and relevance of Burke’s identification theory in the translation of commercial advertisements by integrating it into both theoretical and practical domains.To achieve this goal,the study conducts a rhetorical analysis of translation in commercial advertisements,providing a unique perspective on translation in this area.By examining real-world translation cases,the study scrutinizes the tactics utilized in translating commercial advertisements and investigates the underlying reasons from the perspective of translation rhetoric.Moreover,it offers valuable insights for translators involved in the translation of commercial advertisements in this domain.Hence the study contributes to the advancement of translation theory and practice by merging theoretical analysis with practical applications.The study mainly answers two questions.One is what strategies are applied to help attain different types of identification from the target audience in the translation of commercial advertisements from Chinese to English.The other is what are the underlying reasons for commercial advertisements to adopt these specific strategies to achieve identification.The methodology used in the study involves case study and a textual analysis of advertising texts in both their original language and their translated versions,to identify the strategies used to achieve identification with the target audience and reasons.The findings indicate that in the translation of commercial advertisements,diverse strategies are employed to achieve varying degrees of identification from the target audience.To establish an effective connection with the target audience and encourage them to purchase the advertised product,specific strategies are employed by commercial advertisements to achieve identification.By comprehending the audience’s cognitive environment and cultural context where they reside,translators appeal to the audience’s interests to establish a sense of identification with the product.In addition,through building a common enemy by emphasizing the contrast between the problem and the solution the product provides,translators can establish identification with the target audience by antithesis.Besides,the subtle application of culturally-relevant phrases and expressions allows translators to achieve identification with the audience’s unconsciousness,invoking associations that resonate at a deeper and emotional level.In essence,these strategies are devised to establish a meaningful connection with the target audience,thereby gaining identification from the audience towards the product.Various reasons are detected from commercial advertisements to adopt specific strategies to achieve identification with the target audience.Different scenarios,languages,and cultures play a crucial role in shaping the way translators approach their messaging.Different national circumstances and scenarios in special times can affect the audience’s perceptions and preferences.The language in which the advertisement is being presented can also greatly influence the audience’s perceptions and preferences.Similarly,cultural values and beliefs,as well as cognitive environments such as the contrast between collective thought and individualism,can play a significant role in determining the effectiveness of advertising.Translators need to tailor their messaging to resonate with specific contexts as well as cultural norms and expectations,to ensure that the language and cultural elements used in the advertisement are appropriate for the target audience.Consequently,identification from the audience can be attained,thus boosting advertising effectiveness and customer engagement.