文摘
英文文摘
Ⅰ Introduction
Ⅱ The properties of advertising
2.1.1 The Definition of Advertising
2.1.2 Advertising Components
2.1.3 Advertising Objectives
2.2 Advertising as a Form of Communication
2.2.1 The Human Communication Process
2.2.2 Advertising and Communication
2.2.3 The Communication Situation in Advertising
Summary
Ⅲ The stylistic characteristics of advertising English
3.1 The lexical Features of Advertising English
3.1.1 Coinage and Anagrammatic Spelling
3.1.2 Borrowed Words
3.1.3 Some Adjectives Frequently Used
3.1.4 Carefully Choosing the Verbs
3.2 The Syntactic Features of Advertising English
3.2.1 Simple Sentence vs Complex Sentence
3.2.2 Interrogative Sentence and Imperative Sentence
3.2.3 Disjunctive Clause
3.2.4 Minor Clause
3.3 The Rhetorical Characteristics of Advertising English
3.3.1 The musical beauty of the advertising language——the rhetorical devices in phonetics
3.3.2 The visual beauty of the advertising——the lexical rhetorical device of advertising english
3.3.3 The structural beauty of the advertising——the syntactical rhetorical devices of the advertising english
Summary
Ⅳ The cultural properties of advertisement
4.1 The Concept of Culture
4.2 Self-reference Criterion and Ethnocentrism
4.3 Cultural Distance
4.4 The Cultural Properties of International Advertising
4.4.1 National character and aesthetic attitude
4.4.2 National psychology and aspiration
4.4.3 Values and life styles
4.4.4 Colors and other signs and symbols
4.4.5 Religion, morals and ethical standards
Summary
Ⅴ Eugene A. Nida's functional equivalence theory and advertising translation
5.1 Eugene A. Nida and his translation theory
5.2 Functional equivalence vs formal equivalence
5.3 Functions of language and advertising language
5.4 Functional theory and advertising translation
5.5 Cultural aspects of translation
Summary
Ⅵ Skopostheorie and advertising translation
6.1 HansJ. Vermeer and Skopostheorie
6.2 The definition of translation in Skopostheorie
6.3 Translation brief in Skopostheorie
6.4 Criterion for advertising translation and the role of source text
6.5 Equivalence in Skopostheorie
Summary
Ⅶ Peter Newmark's Communicative Translation and advertising translation
Summary
Ⅷ The orientation of advertising translation-from literal to cultural translation
8.1 Advertising translation as an act of communication across cultural barriers
8.2 The translation of trademarks
8.2.1 The methods of brand name translation
8.3 The translation of advertising slogans
Summary
Bibliography
Acknowledgements
