Open AccessOn the English Translation of Chinese Advertisements from the Perspective of Elegantization and Popularization
Author(s) -
Feng Wang,
Yinian Zhu,
MA Ya
Publication year - 2019
Publication title -
global journal of science frontier research
Language(s) - English
Resource type - Journals
eISSN - 2249-4626
pISSN - 0975-5896
DOI - 10.34257/ljrsvol19is2pg1
Subject(s) - sentence , perspective (graphical) , advertising , product (mathematics) , class (philosophy) , computer science , simple (philosophy) , reading (process) , translation (biology) , linguistics , psychology , business , natural language processing , artificial intelligence , mathematics , philosophy , epistemology , biochemistry , chemistry , messenger rna , gene , geometry
Based on an analysis of the characteristics and functions, we aim to study the English translation of Chinese advertisements from a new perspective of elegantization and popularisation. According to the research, three main factors influence the translation strategy of elegantization and popularisation: functional orientation, price positioning, and consumers' social class. Elegantization is to make the language more beautiful, and the sentence structure more complex. Sometimes, poetic forms and poetic expressions are used. Popularisation is to use simple words and simple sentence structures to help the target audience better understand the characteristics of goods. In translation practice, translators are supposed to not only thoroughly understand the characteristics of Chinese advertisements, master the intention of advertisements, but also understand the characteristics of the target audience to appropriately translate the original Chinese advertisements, to enhance product recognition, and to arouse customers’ interests in buying the products.