On Translation Principles of Advertising English.doc

On Translation Principles of Advertising English
A. Faithfulness
One of the main functions of advertising is to provide product information, including brand name, price, size, performance, characteristics and so on. Therefore, it es extremely important for consumers to be able to understand all the information. When there is a divergence between the advertised product and its counterparts, how to transform its unique features into the selling point es a vital issue. In particular, those advertisements containing a large amount of information require clear and relative explanation. From a dialectical perspective, an international advertisement can be viewed as an entity, which posed of form and content. The first translating principle, faithfulness, is just proposed from the point of advertising content. That is to say, the translated copy should provide as much necessary information as possible. The product information in the original copy should be transmitted into the target pletely and thoroughly.
B. Conciseness
As all advertisements must follow the rule of conciseness, their translated copy should also be of no exception. This requires that the language in translated copy be colloquial and easy to understand. To fulfill such a purpose, a translator should eliminate wordy expressions, include only relevant material and avoid unnecessary repetition. The following a