Proceedings of the 2016 6th International Conference on Mechatronics, Computer and Education Informationization (MCEI 2016)

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

Authors
Juan Lu
Corresponding Author
Juan Lu
Available Online December 2016.
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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Volume Title
Proceedings of the 2016 6th International Conference on Mechatronics, Computer and Education Informationization (MCEI 2016)
Series
Advances in Intelligent Systems Research
Publication Date
December 2016
ISBN
10.2991/mcei-16.2016.67
ISSN
1951-6851
DOI
10.2991/mcei-16.2016.67How to use a DOI?
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/).

Cite this article

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  -