Translating advertisements from Chinese to English: Strategies and methods

Abstract

This study explores the strategies and methods of translating advertisements from Chinese to English. It adopts a functional approach to translation studies, encompassing the Skopos theory and equivalent translation theory. The translation strategies are divided into semantic, structural, language, and rhetorical levels. At the semantic level, the use of literal translation, liberal translation, and semantic conversion is employed to convey both the literal meaning and intended meaning of the advertisements. At the structural level, supplementary translation, condensed translation, and the division and merging of sentences are utilized to adjust the structure to meet the translation requirements. At the language level, extensive use of adjectives, frequent use of imperative verbs, and personal pronouns are employed to highlight features, prompt actions, and establish connections. At the rhetorical level, the use of puns, simulation, personification and exaggeration is employed to enhance interest, convey messages, and imbue products with human-like qualities. By employing a functional approach and various translation strategies, advertisements can be effectively translated, capturing the interest and resonance of the target audience. However, this study has certain limitations in terms of sample selection and research scope. Future research can further explore additional translation strategies and methods to improve the effectiveness and quality of advertisement translation.