Investigation and Research on English Translation of Electronic Product Advertisement Based on "AliExpress" Platform_英语论文

摘要

广告是媒体通过某种形式向公众传递信息，并以一定的成本，公开和广泛的方式传播信息。可以看出，广告对企业发展有直接的影响，特别是随着全球化的发展，中国的改革开放，有更多的机会向世界展现自己的产品。为了在国外销售自己的产品，广告翻译至关重要。而广告作为一种实用风格，具有一定的特色。因此，国内许多学者对广告分析的特点，从不同角度对广告研究的翻译，这些研究指导了广告翻译。本文总结了这些研究，然后讨论了AliExpress电子广告翻译的运动，提出了一些缺点，对未来的广告翻译具有一定的指导意义。

关键词：AliExpress  英文翻译  电子产品

Abstract

Advertising is a means of passing information to the public through a certain form of media and for a certain amount of cost, openly and widely. It can be seen that advertising is a direct impact on the development of business, especially with the development of globalization, offering more opportunities to show their products to the world. In order to promote their products in a foreign country, the translation of advertising is essential. And advertising as a practical style, it has specific features.         T his paper summarizes the studies on e-commerce advertisement, and then discusses the status of AliExpress advertising translation, and put forward some shortcomings, which will have some guiding significance for future advertising translation.

Key words：AliExpress; English Translation; Electronic Product

Contents

Abstractiii

摘要iv

Chapter 1 Introduction1

1.1 Research Background .1

1.2 Research Significance2

Chapter 2 Literature Review.4

2.1 Advertising Translation Theory.4

2.1.1 Relevance Theory4

2.1.2 Functionalist Translation Theory.4

2.1.3 Cultural School Translation Theory5

2.2 The Principle of Advertising Translation.5

2.2.1 Alternative Translation Theory6

2.2.2 Simple Translation Theory6

2.3 Previous Study on Situation of China's Advertising Translation.7

2.4 Cultural Differences and Advertising Translation.8

2.5 Advertising Language Features.9

2.6 Ad Text Function.10

Chapter 3 Current Situation of China's Advertising Translation Research12

3.1 Introduction to the Advertisement of Electronic Products in AliExpress platform.12

3.1.1 A Serious Shortage of Advertising Costs.12

3.1.2 Advertising Performance Monotonous Mediocre13

3.1.3 The Main Brand Awareness is Weak13

3.2 The Problems for the English Translation Status in the Advertisement of Electronic Products14

3.2.1 Lack Systematic.14

3.2.2 Lack Innovation14

3.2.3 The Majority is the Descriptive Language15

3.2.4 The Introduction of Electronic Products Manufacturers and Product Honor Books and Other Content Too Much15

3.2.5 Ad Language Plain Boring, Lack of Artistic Appeal.15

3.3 Analysis of the Reasons15

3.3.1 Objectivity Factors16

3.3.2 Subjective Factors.16

Chapter 4 Suggestion.18

Conclusion.21

Bibliography 22

Acknowledgements.24