Research on Translation Strategies of Advertisement from the Perspective of Functional Equivalence

DOI

10.2991/mcei-16.2016.67How to use a DOI?

Keywords

Pun translation; Expansion translation; Borrowing; Reversion

Abstract

As a product of modern society, the advertisements have been involved in all industries. Therefore, the ad and its translation are given more priority. However, the difference between Chinese and English in language and culture indicates that the advertisement translation is a flexible and complex work. This paper aims to study the translation strategies of advertisement from the functional equivalence, which has great significance to advertisement translation.

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Juan Lu
PY  - 2016/12
DA  - 2016/12
TI  - Research on Translation Strategies of Advertisement from the Perspective of Functional Equivalence
BT  - Proceedings of the 2016 6th International Conference on Mechatronics, Computer and Education Informationization (MCEI 2016)
PB  - Atlantis Press
SP  - 319
EP  - 323
SN  - 1951-6851
UR  - https://doi.org/10.2991/mcei-16.2016.67
DO  - 10.2991/mcei-16.2016.67
ID  - Lu2016/12
ER  -