On English Translation Strategies of Smartphone Advertisements Based on Communicative Translation

Abstract

In the contemporary era, the ubiquity of smartphone advertisements has reached a point where it is omnipresent, with corporations employing a plethora of linguistic strategies to captivate the attention of consumers. The effective translation of these advertisements is paramount for businesses aiming to augment their influence and elevate their market share on a global scale. This thesis delves into the strategies employed in the translation of smartphone advertisements from the perspective of communicative translation. The research is structured into six chapters, comprising introduction, literature review, theoretical framework, analysis of translation strategies, and conclusions. The literature review systematically revisits the seminal works in the realms of communicative translation and the translation of smartphone advertisements. The chapter on theoretical frameworks engages in a thorough discussion on the historical evolution, core principles, and functional positioning of communicative translation. Within the translation strategies section, a detailed exposition is provided on the application strategies in vocabulary selection, sentence structure construction, and rhetorical techniques, encompassing literal translation, free translation, amplification, structure conversion, word restructure, order reversion, personification, pun, and metonymy. The conclusion synthesizes the main findings of the research and underscores the significance of employing communicative translation strategies in the process of translating smartphone advertisements.