On Equivalence in Advertising Translation  

作　　者：LIU Ke GAO Wen-cheng 

机构地区：[1]University of Shanghai for Science and Technology,Shanghai,China

出　　处：《Journal of Literature and Art Studies》2022年第6期661-666,共6页文学与艺术研究（英文版）

摘　　要：Advertising translation as a type of intercultural communication and a result of international commercial communication increasingly draws the translators’attention and develops as a subject of study.To preserve the commercial attribute of the original text and ensure that the translation retains the connotation and flavor of the original text as much as possible,the translation of advertisements should follow three principles of equivalence,which are semantic equivalence,socio-cultural equivalence,and formal equivalence.The paper analyzes how to translate qualified advertising translations in terms of equivalence and introduces three translation approaches which are free translation,corresponding translation,and indirect translation that can be adopted to reach these equivalence in advertising translation.

关 键 词：ADVERTISEMENT advertising translation EQUIVALENCE 

分 类 号：H31[语言文字—英语]