Since the mid-1980s,

research on advertising language has been scattered in some major foreign language journals, but domestic

advertising translation research has officially started. It began in the early 1990s. As far as the research content is concerned, the early papers mainly focused on the discussion of the translation method of specific advertising terms and the existing problems in the English translation of Chinese advertising, which are in the initial stage. Since then, the research content has deepened, and it has begun to involve the principles and standards of advertising translation. In this discussion

, taking into account many aspects that need to be paid attention to in advertising translation, such as

text information, language aesthetics, consumer psychology and other issues, the study

The authors explained their respective viewpoints from different angles, each held their own opinions, and could not agree on one. This can be said to be the stage of contention. Since the late 1990s

although discussions on translation principles and standards continue

but researchers have increasingly focused their attention on advertising

Difficulties in translation, such as the processing of rhetoric in advertising, the transmission of emotional

factors, the reproduction of brand image, the preservation of trademark characteristics

etc., can be described as in-depth. stage. As far as research methods are concerned, domestic advertising

translation research methods mainly use induction and example analysis

methods. However, in recent years, researchers have begun to use theoretical achievements in pragmatics and other related disciplines to analyze various problems in advertising translation, and then put forward some translation strategies. This can be said to be a gratifying progress in methodology. Directions for future research

There are still many areas worth exploring in the field of advertising translation

in the future. First, on-site research. At present, the evaluation of advertising translation is still limited to literal scrutiny. The promotional effect of an advertising translation cannot be confirmed until it is investigated in the market.

Second, conduct research on advertising translation

by combining the latest achievements in various related disciplines. In recent years, some people have done this kind of exploration, such as combining advertising with aesthetic theory [15], combining advertising with pragmatic theory [19-20], etc. , but the field of exploration is still very broad. For example, with the help of advertising research results, when deciding translation strategies and evaluating translations, we can consider marketing management issues such as consumer psychology and brand management strategies.

As well as other factors such as the overall creativeness of the ad are also taken into consideration. Third, explore newer and better examples of advertising translation, in the hope that research on advertising translation

can make greater contributions to national economic construction

contribute.

6 References

Li. On the limits of translatability of advertising. Journal of Northwest University, 1999, 29(3):

126—129

Guo Ke. English News and Advertising Writing. Foreign Languages, 1992, (2): 57-64

Ding Shude. English translation of product advertisements should be concise. Chinese Translation, 1995, 16(5 ):

42—43

Cao Shunfa. Translation of advertising terms. China Science and Technology Translation, 2002, 15(1):

43—45

Jiang Lei. On the translation of commercial advertisements. Chinese Translation, 1994, 15(5): 38-41