Literature Review
英语021 单琴琴
With the process of commercialization speeding up, the commercial advertisements now have spilled their influence into every cornor in the world and become practically inescapable. As China has entered into the WTO, more and more commercial advertisements need translating into English urgently. However, there exist a great many errors in the Chinese-English translation of commercial advertisements. Those errors in the commercial advertisements translation have become the obvious obstacles to the booming of China’s foreign trade. Therefore, the task of improving the current Chinese-English translation in commercial advertisements has been put up to agenda. Through two months’ efforts in searching, collecting and reading an abundance of scholars and professors’ literature concerning the translation in commercial advertisements, I made a detail analysis of the literature and create the following essay which summons up the essence of the literature.
I The Meaning and Purpose of the Research on Chinese-English Translation in Commercial Advertisements:
International Business, Environments and Operation by JohnD.&L.Radebaugh. enriches my knowledge about the international business, environments and operation. The authors describe many factors which may have effects on the international business, the complicated environments where the business is operated and different ways of operating the business. Those ideas help me a lot to know about the relationship between the business and the ways of operating the business.
On the Functions and Meaning of the Commercial Advertisements in the Modern Social Life by Chen Subin demonstrates the importance of commercial advertisements in the modern social life from many aspects. The
paper points out that the commercial advertisements have both economic meaning and social meaning. The former contains the macro-economic meaning, that is, the development of the advertisement industry promotes the development of the national economy and realizes the increase of the state’s financial and tax revenues as well as the micro-economic meaning. The latter means the commercial advertisements are full of certain humane factors whether in form or in content, reflects social values and aesthetic values as well as indicates the enterprises’ moral values and the products’ cultural position. Since the commercial advertisements can develop the people’s nationalism, good values and the mass’s noble aesthetic values, it is quite important to create dood commercial advertisements for the people and the nation. In this sense, good translation in the commercial advertisements is part of the tough task. This paper offers much practical ideas for me to think about the meaning of the research on the Chinese-English translation in commercial advertisements.
Chinese-English Translation in Business: A Critical Analysis by Liu Fagong is a book that points out a large number of views on Chinese-English translation in business by making a detail critical analysis of various information and examples. Professor Liu emphasizes that the poor translation need improving as soon as possible and that with China’s expansion of international exchange and cooperation, the task of commercial translation is becoming increasingly heavier and heavier. In the section of advertising translation, the author mentions that the quality of current Chinese-English translation in foreign commercial advertisements and the introductions to the exports has not met the requirements of the international market cycle.
II Introduction to the Commercial Advertisement(definition, classification, function and feature):
The Advertising Business: Operations, Creativity, Media Planning, Integrated Communications by Jones, John discusses the such aspects of
advertising business as the operations, creativity, media planning and the integrated communications. The author’s ideas let me better understand the advertising industry and the advertising English.
Advertising English by Zhao Jing makes a analysis of many typical advertising examples based on the knowledge of advertising and linguistics in order to make the readers can better understand the advertising languages and the practices of advertising. The author also give a detail about the definition, classification, features, functions and the styles of the advertisements.
Guide to Advertising English by Chen Yurong gives a comprehensive explanation of advertising English. The fundamentals of advertising consists of the definition and the functions of advertising as well as the advertising industry. The advertising research exlpains the developmental research, pretesting research, posttesting research and questionnaire construction. The advertising planning discusses the advertising strategy, the advertising budget and the advertising plan. The advertisement creation mentions the copywriting, the art design and the production. The advertising media concludes the media planning, the print media, the electronic media and the support media. The international advertising demonstrates the creation, the media and the laws of the international advertsing.
English Advertising by Wang Yanxi collects the latest original information about advertising English and contains a great number of cases and texts which can reflect the richness and newism of the English language so that it offers a vivid and convenient tool for learning English and help me to improve my English competence and performance effeciently in the process of appreciating and understanding the language. In the first chapter, the author talks about the origin, the history, the functions and the media of
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