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1、AStudyontheStrategiesofEnglishAdvertisementTranslation1.IntroductionWiththerapiddevelopmentofmarketeconomyallovertheworld,advertisinginvolvesintoeveryaspectofdailylife.CompaniesspendtensofthousandsofdollarseveryyearinadvertisingonTV,radio,newspapers,magazines,internetwebandinanyplaces
2、whereitisallowedtodoinordertomakethepublicawarenessandbuytheadvertisedproductsandservices.Multinationalcompaniesselltheproductsandservicestodifferentcountriesthroughadvertisinginlocallanguages;thereisagrowingneedforefficientandeffectiveinternationaladvertisingcommunication.Thetranslat
3、edadvertisingwithoutlosingtheoriginalimageandconceptneedtobecreatedandbroadcastingincurrentfiercely-competitiveinternationalmarketplace.Advertisement,asthemostrepresentativesignofcontemporarysociety,hasbeenbecomingthemajorpartofourlife.WiththeeverlastinggrowthofChineseeconomyandextens
4、iveinternationalanddomesticmarkets,moreandmoreChineseproductsareexportedtoforeignregionsandcountries,meanwhile,variousgoodsfromotherregionsandcountriesareseekingfortuneinChina.Advertising,beitwrittenoraudiovisual,isoneoftheareasofactivitythatmostoftenmakesuseoftheservicesofspecialized
5、translators.Inthepast,“faithfulness,expressiveness,elegance”,andequivalencetheoryhavebeenregardedastheforemosttranslationcriterionsindifferenttimesintranslationpractice.However,thesetraditionallinguistic-orientedtranslationtheoriesarefarfrommeetingtherequirementofcurrentadvertisingtra
6、nslationdemandsfortworeasons.Firstly,advertisementisasub-varietyofpragmaticstylist,hasthepeculiarstylistfeaturesaswellaspurposefulcommunicationfunctionswiththeultimatepurposeofpersuadingandevokingpeopleto“dothings”.Secondly,eachlanguagehasitsuniquelinguisticfeaturesandculturalcharacte
7、ristics,customsandthinkingpattern.Therehardlyexistsabsolutefaithfulness,expressiveness,eleganceandequivalence,especiallywhenChineseandEnglisharefromtwocompletelydifferent-18-languagefamilies.Underthecircumstances,IwillusethefunctionalequivalencetheorywhichwasproposedbyDr．Eugene.Nidato
8、talka
