Study on Errors and Strategies of Translating Advertisements from the Perspective of Functionalist Translation Theory
|School||Nanchang University of Aeronautics and|
|Course||Foreign Linguistics and Applied Linguistics|
|Keywords||advertising translation functionalist translation theory translation errors translation strategies|
With the rapid development of economic globalization and the promotion of international communication, advertising has become an indispensable part of our daily life. It plays a significant role in sales of products, economy, international trade, and international communication. Thus, its translation gradually attracts attention of translators and scholars.Based on the comprehensive survey of the studies on the translation of advertising, it can be found that the researches have focused on four aspects, that is, translation strategies, the study of rhetoric, translation theory, and linguistic and cultural differences in the translation of advertising. However, there are few researches on translation errors of advertising. As a kind of specific text with purposes and functions, the final goal of advertising is to persuade consumers to buy products or services. Similarly, the purpose of advertising translation is to realize the expected functions of advertising among the TT receivers. But due to the linguistic and cultural differences, translators are accustomed to use their own way of thinking in the process of translating advertisements, ignoring the specific linguistic and cultural features of the target language, and the expected functions and purposes of advertisements. Thus, the translation errors occur.This thesis attempts to discuss translation errors of advertising from the perspective of functionalist translation theory, by which the author classifies translation errors of advertising into three categories that are pragmatic translation errors, cultural translation errors, and linguistic translation errors, and then by analyzing the causes of these errors, offers some modified versions and translation strategies. Through the analysis, the author draws a conclusion that it is because the translator lacks of target-oriented consciousness, and does not take cultural differences between source and target language into full consideration that translation errors in translating advertisements occur so that the expected functions of advertising cannot be realized. Therefore, on the basis of this analysis, the author puts forward function-oriented strategies and culture-oriented strategies to avoid these errors, which may help to improve the translation quality.To sum up, studies on the translation errors in advertisements may help the translator to see the problems in translation, and provide some insights for future translation studies and translation practice.