Translation on Advertisement

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analysis the culture influence on advertisement translation and provide proper in Chapter 2 and Chapter 3 respectively. In Chapter 4 the advertisement translation mistakes the translators should avoid are presented. Chapter 5 demonstrates the conclusion.

2 The Culture Influence on Advertisement Translation

Translation is bilingual and bicultural activity. The translator always seeks to strike a balance between the two languages and two cultures involved in the activity. Any shift of emphasis from the source language and culture to the target counterparts or vice versa may result in the difference between literal translation and free translation, faithful translation and idiomatic translation. And this will inevitably lead us to an important figure in American anthropological linguistics--Benjamin Lee Whorf and his famous hypothesis concerning language, thought and culture. From the early 1920s, as an amateur linguist, Whorf attended some linguistic course given by Spair at ...

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to chronological or logical order. The structure seems short and loose. It seldom focuses on one rigid point but moves according with the logical order and the changing rhythm. Unlike the Chinese structure, English sentence displays a spatial arrangement with the verb as a center. They are clear in meaning and tight in structure, such as the Subject + Verb Structure. Therefore, Chinese syntactic structures usually employ parataxis, while English adopts hypostasis. In translation, we must get rid of our own way of thinking, and arrange sentences conforming to the target rules and conventions. The following example shows these intrinsic differences working in Chinese and English, and ...

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