ON THE TRANSLATION STRATEGIES OF ENGLISH ADVERTISEMENTS

The language in English advertisements has its own styles and features,and its translation is in essence a commercial activity.The work is restricted so much by the product's marketing strategies,the market conditions,laws and regulations concerned,and cultural barriers in the target market countries that in practice the translation of ads is more like creating a new advertising text or a new shop/brand name than conventional translating.The author's opinion is that the translation strategies can be obtained under the guidance of the theory of Vermeer's-teleology and language economics.