On the Applicability of P. Newmark's Translation Theory on Vocative Texts in E-C and C-E Advertisement Translation Practice

摘要

This paper aims to dig out the applicability of P. Newmark's translation theory on vocative texts in E-C and C-E advertisement translation practice. The discussion involves text emphasis, readership focus, unit of translation, translation of unusual metaphors and translation method. The method of empirical study is used to illustrate each point. The paper concludes that P. Newmark's theory can mainly find its use in E-C and C-E advertisement translation practice, but the recreation of unusual metaphor is not practical in view of the peculiar style of the advertisement and the cultural differences. The most feasible way is to give its sense in the TL with an effort to create equivalent effect on the target readers.