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On Equivalence in Advertising Translation
LIU Ke, GAO Wen-cheng
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DOI:10.17265/2159-5836/2022.06.011
University of Shanghai for Science and Technology, Shanghai, China
Advertising translation as a type of intercultural communication and a result of international commercial communication increasingly draws the translators’ attention and develops as a subject of study. To preserve the commercial attribute of the original text and ensure that the translation retains the connotation and flavor of the original text as much as possible, the translation of advertisements should follow three principles of equivalence, which are semantic equivalence, socio-cultural equivalence, and formal equivalence. The paper analyzes how to translate qualified advertising translations in terms of equivalence and introduces three translation approaches which are free translation, corresponding translation, and indirect translation that can be adopted to reach these equivalence in advertising translation.
advertisement, advertising translation, equivalence
Journal of Literature and Art Studies, June 2022, Vol. 12, No. 6, 661-666
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