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
https://doi.org/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.
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Proceedings
2016 6th International Conference on Mechatronics, Computer and Education Informationization (MCEI 2016)
Part of series
Advances in Intelligent Systems Research
Publication Date
December 2016
ISBN
978-94-6252-282-4
ISSN
1951-6851
DOI
https://doi.org/10.2991/mcei-16.2016.67How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

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  - 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  - https://doi.org/10.2991/mcei-16.2016.67
ID  - Lu2016/12
ER  -