English-Chinese_Advertisement_Translation

							Abstract


As the product of culture, advertisement can show the close relationship between la
nguage and culture. This paper tries to approach the translation of the trademarks
of import and export commodities from the angle of the cultural differences，thus pr
omote the development of Chinese economy. This paper discusses some issues abo
ut English-Chinese advertisement translation, and sums up some skills. Instead of be
ing limited in faithfulness, English-Chinese advertisement translation should focus on
the purpose of selling products. In the process of translating advertisements, cultura
l differences and product characteristics should be taken into consideration. Cultural
differences can show that it is very important to know the western consumer’s aest
hetic conception and their response to the translated trademarks.


Key Words


cultural differences; advertisement translation; cross-cultural communication; tradema
rks translation




摘 要


本文从东西方文化差异的角度，探讨我国英汉广告的翻译。本文旨在提高涉外广告的翻译质
量和译文的宣传效果，从而更加有效地推动中国经济的发展。文章讨论了英汉广告翻译中应
注意的几个问题，总结了广告翻译的规律和技巧。提出了英汉广告翻译不应拘泥于忠实，而
应服务于产品销售。在英汉广告翻译的过程中，必须重视东西方的文化差异，必须考虑国外
消费者的文化习惯和审美心理，考虑他们对所译商品广告的反应，注意文化之间的转换并与
产品特点紧密结合。


关键词


文化差异；广告翻译；跨文化交际；商标翻译




Introduction


In modern times, with the commercialization of society, the role of advertisement b
ecomes more and more important in every-day life. We live in a world of advertise
ment. With the deepening of economic internationalization, advertisement as sales st
imulus plays a crucial role in delivering information. Therefore it appears to be more
 important to understand, appreciate and translate advertisement language properly.
English-Chinese advertisement is a transnational and cross-cultural way to promote t
he sales of various commodities. In the practice of English-Chinese advertisement, tr
anslators play a decisive role in the using of appropriate advertisement language. M
eanwhile, the style of English-Chinese advertisement is different from other texts an
d emphasis on cross-cultural feature, so the translation of them requires the applica
tion of suitable translation strategies.
The intensification of English-Chinese exchanges and severe competition creates a gr
owing need for advertisement and thus for advertisement translation. Advertisement
translation is getting more and more important, and its role in English-Chinese mark
eting is indispensable. It is the ultimate purpose of all commercial advertisements to
 persuade the target audience or potential consumers into buying a product.
The English advertisement is a lively and distinctive field. What are the features of
English ads at a linguistic dimension and how to translate them well into Chinese?
All this is given a careful discussion and a detailed study in this paper.




I. A Brief Introduction to English-Chinese Advertisement


We live in a world of advertisement. As potential consumers, we are endlessly bom
barded with all kinds of product or service information from various media including
 newspapers, magazines, television, radio, posters and Internet, etc. Advertisement
becomes indispensable in the modern world.
With the entry of China into WTO, lots of foreign products pour into Chinese marke
t and compete with the home-made products. In addition, we need improve our ext
ernal trade, and expand the foreign market too. Under such English-Chinese and ec
onomic circumstances, it is necessary for us to notice and investigate English adverti
sement.


A. The Definition of Advertisement
What is advertisement therefore? There are so many kinds of sayings. One of the f
amous sayings like that “advertisement is a business of words”. According to the De
finition Committee of American Marketing Association (FangWei, 1997, 20), advertise
ment is defined as follows:
Advertisement is the not personal communication of information usually paid for and
 usually persuade in nature about products, services or ideas by identified sponsors
through the various media.
Advertisement provides a valuable service to society and its members, because it de
fines the meaning and the role of products, services, and institutions for consumers.
 Advertisement also tell the consumer what a specific product, brand or service sho
uld do when it is used and thus help him or her to understand and evaluate experi
ence with the products and services that he or she uses. On the other hand, by m
aking people aware of products, service and ideas, advertisement promote sales and
 profits. Finally, advertisement is one of the major forces that are helping improve t
he standard of living around the world.


B. The Origins of the Advertisement
“Advertisement may be described as the science of arresting the human intelligence
 long enough to get money from it.” Stephen Butler Leacock, English-bore economis
t and humorist. And in the book of History of advertisement by Henry Sampson, he
 described the origins of ads: “...there is little doubt that the desire among tradesm
en and merchants to make good their wares has had an existence almost as long a
s the customs of buying and selling, and it is but natural to suppose that advertise
ments in some shape or form have existed not only from time immemorial, but alm
ost for all times.” Because the spoken language development is earlier than reads a
nd writes, the earliest advertisement medium naturally was the pet phrase. Advertis
ement has been called “the voice of business”, for it announces new products and
describes new uses and improved features of familiar ones. It seeks to make people
 know the things they need and to make them want to buy these things, and it tel
ls what products or services are on the market, and how they can be obtained.


C. Basic Functions of Advertisement
Generally, advertisement has the basic functions as followed:
Information Function: the information should be real, concrete, simple and easy to
understand, lets the consumer understand as soon as they look.
Demand Creation Function: After the consumer understood the related commodity or
 the service information, it should instill into the brand-new desire to the consumer,
 make him to feel curious, to own the interest, to think one truly own the purchas
e needing.
Get Action Function: The consumer is convinced accepted the thing which in the ad
vertisement propagandizes, receives is must be urging him to adapt the motion ----
purchase.
Goodwill Establishment Function: Above five kinds of functions cause the consumer f
inally to adapt the actual motion to purchase.


II.The Characteristics of English-Chinese
Advertisement Translation


A. The Characteristics of the English-Chinese Advertisement Languages
English-Chinese advertisement translation is a commercial activity with preset purpos
e. In order to make the information accessible to audience effectively, the choice of
 words in advertisement is very cautious and skillful. The aim of the advertiser is q
uite specific. Let’s take a look at the characteristics of the English-Chinese advertise
ment languages.


1. Rhetorical Characteristics: Frequent Use of Pun and Alliteration
Pun is an amusing use of a word or phrase that has two meanings which is called
the same sound but different meanings which is called Homonymy. Pun, the game
of words, will leave a deep impression on readers by its readability, and humor. Ho
wever, to make a successful and impressive pun is not easy. Except for its own me
aning, the word used as a pun is usually closely related to the characteristics of a
certain product or the band name of the product. Here we present several classic p
un used advertisement. For example:
“Give your hair a touch of spring
Ask for more. (More is a famous band of cigarette)
Give your business the sharp edge. (Sharp Corporation)…”
Alliteration is the use of words that begin with the same sound in order to make a
 special communicative effective. Usually they are pleasing to ears because of the cl
ever choice of the word by the advertiser. In addition, the repetition of the beginni
ng sound emphasizes the meaning the advertisement wants to express. Let’s take a
 look at the examples.
“…, everything you need for that big bargain basement special.
…, and vitamin E to leave skin soft and smooth”
Using of rhetoric can solve some problems and make the commodities known by th
e target consumers.
2. Frequent Use of Emotive Words
A close scrutiny of recent advertisements suggests that the soft-sell technique is no
w popular. By soft-sell technique we mean the one that favors a more emotive and
 less directive approach to promote a product, mainly focusing on the building of br
and image. As a result, emotive words, most of which are pleasant adjectives, are
greatly encouraged to use.
Data shows that the most frequently used adjectives are as follows:
“New, good/better/best, fresh, free, delicious, sure, full, clean, wonderful, special, cri
sp, real, fine, great, safe, and rich.”
These adjectives help to build a pleasant picture in readers’ minds and manage to c
reate a belief in the potential consumer: If I buy this product or if I chose this ser
vice, I will lead a better life. In addition, comparatives and superlatives occur to hig
hlight the advantage of a certain product or service. For example:
Nothing comes closer to home. (Vegetable and Chicken Pasta Bake)
Think Lysol is the best disinfecting spray. (Disinfecting Spray)
  The Compaq Armada family is lighter, with new rounded edges for easier packing.
 (Compaq)


3. Frequent Use of Some verbs
G..N.Leech, English linguist, lists 20 frequently used verbs in his English In Advertise
ment: Linguistic study of Advertisement In Great Britain. They are: make, get, give,
 have, see, buy, come, go, know, keep, look, need, love, feel, like, choose, take, st
art, taste. These verbs are frequent used in advertisements. You will often read suc
h sentences in advertisement:
“We’ll make this quick. (Hertz Car Return)
All you need is a taste for adventure. (Millstone Coffee)
You’ll love it even more with the 2.1megapixel C-2000 ZOOM. (Olympus Camera)”
All these frequently used verbs are monosyllabic and most of them have Anglo-Saxo
n that is the common core of English vocabulary. It wishes to capture the attention
 of the members of a mass audience and by means of impressive words to persua
de them to buy a product. As a result, a translator should learn about these differe
nces, and try his best to eliminate the barriers. Then the target consumers can und
erstand the ads’ meaning.


B. The Principles of English-Chinese Advertisement Translation
“Scopos Theory” holds that advertisement translation, essentially an intentional cross
-cultural communication, should take the functions the target text is to achieve in t
he target culture as the primary reference, which is called Scopos rule by Vermeer.
According to this theory, the paper proposes that the fulfillment of the intended fun
ctions of the target text should be the guiding principle in the translation of adverti
sements. The translation should base on an analysis of the stylistic features, reader’
s response and target culture.
Guided by “Scopos Theory” and based on the different characteristics of English and
 Chinese ads, the principle of advertisement translation is explored.
When translating Chinese ads, translators should adhere to the following basic princi
ples: natural and exact, succinct and vivid, easy to read and remember.
“Natural” refers to repeat the original slogan through using smooth expressions whic
h the target consumers can accept. At least, readers will not have too much strang
e feeling.
   “Exact” refers to that the translated texts should pass on the original slogan pre
cisely, or it will mislead the target consumers. So accuracy is life of advertisement t
ranslation.
“Succinct” refers to transmit most information with least and tersest words. Translat
ors can leave out some parts, which are non-informative ones and go against the e
xpressing ways of the target language.
“Vivid” refers to that translators should use all kinds of rhetoric and various sentenc
e-types, in order to make the target slogan s imaginable, vivid.
“Easy to read” refers to that the target slogans should be simple, brief, and easy to
 read.
“Easy to remember” refers to that the target slogans can arouse abundant associati
on in readers’ mind. At the same time, the target consumers will not forget after s
eeing it.
Advertisement slogan, which is a form of cross-cultural communication, has distinct l
anguage features and styles. The quality of ads matters subsistence of enterprises.
To embody the function of ads’ propagating, translators must form cross-cultural se
nse, and master translating skills of advertisement slogans. Finally, they should mak
e the target slogans achieve the rule of “AIDMA”, which are: Attention, Interest, De
sire, Memory, Action, and finish five assignments of ads effectively: Information, Per
suasion, Maintenance of Demand, Creating Mass Market, and Quality. The translation
 should be faithfulness, attractiveness and acceptability.


III.The Cultural Differences


The different states cultural differences in English-Chinese advertisement are not allo
wed to neglect major problem. The cultural difference creates the different thinking
mode, the psychological characteristic; the value idea and so on can affect the und
erstanding of the advertisement as well as the advertisement effect. So, the adverti
sement should change the focal point, angle and style of the advertisement accordi
ng to the characteristics of different countries when being held to draft people, carr
y on the new intention to conceive in the way that the audiences can understand,
can be accepted, can become interested it. While carrying on the English-Chinese a
dvertisement translating, translators must pay special attention to the cultural differe
nces. We must find one to suit and click in foreign culture and national culture.
Cultural differences have an essential bearing upon translation. Even approximate eq
uivalent and loan words have different implications and usages in English and Chine
se. Most problems, however, concern the core of culture: ways of life, values (inclu
ding ethical criteria, ideology, religion, and relevant terms of address and relations o
f kinship) and ways of thinking and writing, which vary greatly from Chinese to Eng
lish. Typical examples in import-and-export-oriented advertisement translation are cit
ed to show that how to avoid mistranslation, and in order to help us translate it be
tter.
The varieties of cultural make languages differences between nationalities quite com
plicated. It is necessary to make intercultural communication today when English-Chi
nese contacts are more and more frequent. We need not only to master the basic
skill of languages, but also to understand cultural differences, of which impact on tr
anslation may be showed from the discussion of the differences of value criterions,
religious beliefs, historical and traditional culture, customs and geographical location
s.


A. Differences in National Characteristics and Aesthetic Attitude
It is the cross-cultural communication that the person from different cultures carries
 on the course of communication. Different nationalities have different historical bac
kground, national characteristic and customs. So, many translators are engaged in t
he personnel whose English-Chinese advertisement translates must understand and g
rasp the national cultural difference of this country and foreign country, try to make
 these differences disappear in the course of spreading and translating, find the acc
urate word in translating and entering languages at the same time, make the cultur
e of foreign country reproduce in translating and entering languages. The language
is a part of the culture, and the carriers of the culture which it plays an important
role in culture. Translate the mutual conversion is not only two languages in langua
ge border, but also the transmission of two kinds of culture. Culture is a factor that
 can't be ignored in translating, just as Eugene, the famous translator of U.S.A. End
ure and reach saying: “Want really outstanding doing translation well, grasp two kin
ds of even more important than to grasp two languages culture, because it is mean
ingful in particular culture that the word is only used.”


B. Differences in Numbers
As everyone knows, in the west, “13” is considered to be the unlucky figure, its rea
son relates to the fact that Jesus is betrayed by the 13th disciple Judas of his in th
e Holy Bible story. So, in the western countries, people usually avoid using this figu
re of “13”. In the traditional culture of China, the figure “ 13 ” does not have such
 cultural meaning, but the influence with western culture, this kind has contained b
ut been accepted by compatriots recently. In the traditional culture of China, becaus
e “nine” with the “long” unisonance, “nine” is often used for expressing the meanin
g “for a long time”. So, there are “999” medicines in our country, nine in English d
oes not have this kind of meaning. But don't export the goods which make the tra
de mark by “ 666 ” to Britain, because “666 ”symbolizes devils in “ the Holy Bible
 ”. “seven ”has positive meanings in American-European countries, so, the trade ma
rk is translated into Chinese as Seven Up for the beverage of “ 7 - up ”, but not
“ seven is had ”. “ seven ” in the minds of people of English country is equivalent
to Chinese “eight ”. “Seven” is the figure of a good luck to national person of Engl
ish, regard “ seven ” as the victory while throwing, the trade mark has Mild Seven,
 7 - Eleven (chain store). In our country, “seven” is an ordinary figure. “Three rifle
s” brand underwear which Shanghai produced, it is leading brand products, translate
 into English Three Guns. And export the Three Guns brand underwear to Japan, C
olombia and North African area, will be well received by consumer, because “three”
 show “positive” meaning in these countries.


C. Differences in Regional Environments
There are some different customs between China and west. For example, a translat
ors translated a product “藕粉” into “Lotus Root Starch” and propagate them to for
eigners, but few foreigners are willing to buy them. Although Chinese know they ar
e once submitted to the emperor in the ancient time, foreigners don’t know it. Abo
ve all, eating much starch can get fat easily, and many foreigners are worried to g
et fat. Later, after the word “starch” is changed into the words “powder” or “puddin
g”, the number of buyer increases obviously.
Another example, about the translation of “轻松减肥片”. At first, its translation was
“Obesity-reducing Tablets”, Americans think it’s only suitable for the obese persons,
so lots of fat persons who are not corpulent patients, aren’t willing to buy it, afraid
 of losing face. Actually, this medicine can not only treat corpulent sick, but also ca
n reduce weight. In order to cater to interest of the western customers, the transla
tor changed it into “Slimming Pills”, and sales volume was increasing rapidly.


D. Differences in Colors, Signs and Symbols
Though the understanding of color of person of different culture has similarity, their
 feelings to the color are probably different, even completely contradict, its reason li
es in geographical position, historical culture background that the country is in are
different from folkways and customs. For example, have melancholy meaning in Eng
lish country bluely, there is “blue Monday” (blue Monday) in U.S.A., Monday when
mean and feel blue. Blue sky means in English that “there is not value”, so, transla
te the “blue sky” brand desk lamp into blue sky lamp, the desk lamp that it means
 “not to use”, how can such a desk lamp be sold out? In addition, Egyptians and B
elgian depend on blue it is unlucky colors. It will seldom cause “melancholy or unlu
cky “association in the minds of Chinese that blue. Even so, the car of world-famou
s brand “Blue Bird” is not a car of “sad bird”, otherwise how could use Blue Bird a
s the trade mark of the car? Blue bird getting blue to chirp bird, cultural meaning i
ts “happy”, so English national people drive blue bird car of card, the cultural orient
ation in the heart is “happy”. But, Chinese who drive the blue bird brand car do no
t probably know in “good fortune”, and only feel that drives the embodiment that t
he famous-brand car of the world is a kind of identity and symbol of wealth. It is
cruel and ferocious, unlucky that English country looks at “red”, mean bleeding red.
 Indicating that in China joyous red, Chinese are usually wearing red clothes to gett
ing married. While engaging in trade, the businessman hopes for “the good beginni
ng”. Americans do not generally like purple; Frenchmen do not like blackish green b
ut show favoritism to blue. Thought that relate to disease green in Malaysia. Brazili
ans resent pale brown. Westerners depend on white it is a pure, beautiful symbol,
but in china, it is not a lucky color. In western culture, people may link up with “la
ck experience” green, green in China to represent in spring, symbolize new vitality
and hope.


E. Differences in Psychological Structures
Most important function of ads is not promotion, but linking up advertisement busin
essmen with customers. So translators must know psychology structure of advertise
ment receivers, especially when translating public welfare ads. In China, some public
 welfare ads belong to imperative expression, and the tone is serious. This is accor
ding with Chinese psychology of “self-restraining”, “self-questioning” and “self-examin
ation”. However, translators can’t translate them into English directly. Because weste
rners advocate taking adventure and overstepping, so translators must translate the
m with consoling tone. Otherwise, there will be a contrary result. For example: “frie
nds don’t let friends drive drunk”. This ad persuades friends who are driving with ki
nd and amiable tone. The effect of this way is better than with imperative tone.
Chinese products are inclined to emphasize to win some prizes and honor, and to u
se advanced technology when produced, so the words “advanced”, “scientific” are of
ten found. The effect is ideal. However, people aboard value function of products, n
ot prizes and honor. They advocate return to nature, and they aren’t interested in t
he products of advanced technology. So translators can’t translate them directly, e.g.
 “拳头产品” (fist articles); “省优部优”（awarded the superior quality product by the p
                                                .
rovincial government and the ministry concerned） Foreigners will feel puzzled after
they see the above translated texts. As a result, translators must take into consider
ation the cognition and psychology of other people, so that the target consumers ca
n better understand the content of the ad.


F. Differences in Sense of Cultural Values
Many differences between Chinese and western culture are related to one basic diff
erence, that’s the difference between individualist and collectivist cultures. In Chines
e culture, the spirit of self-sacrificing and collectivism is advocated. For example, Ne
stlé’s ad: 雀巢咖啡伴侣：默默奉献，为香浓加分！This ad emphasizes contribution spiri
t. However, in America, its corresponding ad is: “coffee’s perfect mate!” The meanin
gs of the word “mate” are “male friend, fellow, worker or companion” in English. W
hat is actually meant is that the relation between coffee and coffee mate is equal,
and if they two cooperate, sweet-smelling and delicious coffee can be created. In th
is ad, if it is translated into English directly, I’m afraid it will not leave favorable im
pression. Because Americans hold that everyone is equal, and they advocate freedo
m and individualism. The terms “默默奉献” will make them have a relevance, that is:
 Lose one and follow blindly other people. This behavior isn’t advocated in American
 culture, and it runs counter to the spirits of humanitarianism and liberalism. From t
his example we can find that different culture decides different sense of value. So t
he contents and expressing ways of ads are also changed with different sense of v
alue.


IV.The Translating Skills of English-Chinese Advertisement Translation


Advertisement language is concise, vivid, vigorous, and pregnant with meaning. Adv
ertisement translation must express meaning exactly, not apply explanation in the di
ctionary mechanically. Therefore, translating ads can bring forth new ideas flexibly;
above all, it must accord with the conditions of other countries, to make customers
 pleased to accept the information of the product. The target language must be eq
ual to source language in semantics, social culture, style and pragmatics. The transl
ation needs not only transmit the information of the original text faithfully and preci
sely, but also conform to the features of advertisement language. That will achieve
the effect of source ads, and can gain ideal economic benefit.


A. Literal Translation
Translators can apply some words or expressions which are corresponding to the tar
get language. That’s to say, on the basis of not going against expressing way of th
e target language and psychology of the target consumers, the target language sho
uld reserve the form of the source language, including metaphor, image and feature
s of the nation, e.g. 典雅大方 (elegant and graceful), 汰渍到，污垢逃 (Tide’s in, dirt’
s out), 安全可靠 (safe and stable). These translations not only have the language f
eature of Chinese ads----four characters, symmetry, but also not go against the cust
om of English ads.


B. Liberal Translation
In order to transmit the message of source ads more exactly, translators may make
 proper variation, adjust the structure, and translate it in the ways of explanations,
complement, and corresponding replacement. For example, there is a kind of mobile
 phone whose trademark is “波导”. When introduced to other countries, it’s translat
ed into “Bird”, which makes people remember flexible and brisk birds; naturally, the
y will think this mobile phone must be convenient and speedy to use. Another exa
mple, “收费厕所” is translated into “toilet of collecting money”, foreign tourists feel
obscure after seeing it, because “Collect Money” has the meaning of contribution in
English. It should be translated into “Pay Toilet”, in order to attain equivalent prag
matics.


Due to the cultural differences between China and other countries, literal translation
 isn’t suitable in many cases, even unable to translate literally. If those ads are tra
nslated literally reluctantly, neither express message of source ads exactly, nor reac
h the expected translation goal. Even it’s possible to end up with a blunder. Under
these circumstances, liberal translation is able to have the effect of expressing mess
age precisely.
C. Translation of Parody
Parody is to translate Chinese ads by applying inherent English models, on the basis
 of not destroying the source ads’ effect. If a translator can imitate ingeniously corr
esponding English syntax and structures, as well as expressing ways when translatin
g ads, it can make the target language accord with the psychology of consumers, r
espect cultural tradition and language expressing ways of the receivers, and keep th
e image of products. Moreover, translators can imitate successful English ads and E
nglish verses, as well as English proverbs.
百闻不如一尝. Tasting is believing.
This translation imitates an English idiom: “Seeing is believing”. People in English-sp
eaking countries must be familiar with this idiom, so applying this idiom can make t
hem learn about this product well. Only changing a word, the effect is still similar t
o source ad.
宁可食无肉，不可居无竹叶清。Better a dinner where there Zhu Yeqing sprit is, than
a stalled ox and Zhu Yeqing without.
This translation imitates an English proverb: “better a dinner of herbs where love is,
 than a stalled ox and hatred there with”. It replaces love with wine (Zhu Yeqing) i
ngeniously, which makes this translated text be rich in influence, meanwhile plays u
p the glamour and function of the wine (Zhu Yeqing).
A cigarette’s advertisement slogan: To smoke or not to smoke, that is a question. T
his slogan which imitates Shakespeare’s well-known phrase: “To be or not to be, th
at is a question”.
These ads apply inherent English idioms, proverbs, verses, which the westerners are
 very familiar with. This kind of translation will make the target consumers feel kind,
 and advertisement slogans concise, comprehensive, and known to all. Above all, it
conforms to psychology of the target consumers. This kind of translation not only tr
ansmits connotation of source ads, but also strengthens the ads’ influence. Meanwhi
le, it will be beneficial for cross-cultural communication.
At present, English-Chinese ads emerge new trend: Global ads into Global ads. Tran
slators must pay attention to combining the native culture in their translation. The r
eason is, only if culture belongs to the nation, it belongs to the world.
In regard to above three kinds of translations, I think that liberal translation and tr
anslation are often used in cross-cultural advertisement translation. The two ways ca
n pass on cultural information.
Conclusion


Due to the rapid development of globalization, more and more domestic products n
eed to enter the English-Chinese market. However, few foreigners master Chines
e,   they even hardly learn about profound Chinese culture. Above all, there are ma
ny differences which cause barriers in cross-cultural communication. This decides tha
t if Chinese commodities want to enter the external market, excellent advertisement
 translation is important and necessary. So learning about cultures, especially the dif
ferences among different cultures, is prerequisite to successful English-Chinese mark
eting.
To conclude, in the cross-cultural communication, Chinese advertisement translation
must take into account the cognition, customs, cultural background of the target co
nsumers. Translators should research consumer’s culture deeply. The target languag
e and methods of ads must approach the cultural psychology and aesthetic standar
ds of the target consumers. Of course, Chinese traditional culture must be kept and
 reflected in the translation.
In a word, a good ad can draw people’s attention rapidly, while an excellent adverti
sement translation can make the domestic products capture English-Chinese market
and win the target consumers’ interest more easily. Above all, it can promote the d
omestic products’ sales in foreign countries and gain the English-Chinese market’s sh
are better. These are ultimate objectives of advertisement translation. We believe th
at, based on good quality and excellent advertisement translation, our domestic pro
ducts will further strengthen the image of products and win more share in the Engli
sh-Chinese market. Meanwhile, Chinese traditional culture and spirit are also publiciz
ed in the world. There will be more and more people who are going to learn about
 Chinese culture and like China.



Acknowledgements


I would like to take this opportunity to thank my tutor—Chen Jianghong, who offers
 me academic and constructive advices on composing this paper. She gave me kind
 encouragement and useful instructions all through my writing.
Her encouragement and help is worthy of high acknowledgement. I would like to ex
press my gratitude to all those who helped me during the writing of this thesis.
A special acknowledgement should be shown to Mr. Zhou, from whose lectures I be
nefited greatly. I am particularly indebted to Mr. Tan, who gave me kind encourage
ment and constructive suggestions all through my writing.
I want to acknowledge the invaluable help of Mr. Tang, who has been my constant
 consultant in my writing this essay. If there are any errors, they are not his, but
all mine.
Finally, I wish to extend my thanks to the library assistants who supplied me with r
eference materials of great value. I would like to offer my sincere gratitude to thos
e who spend their precious time in reading this thesis.



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