Abstract: With the deepening of the international globalization, advertisement plays a significant role in the world economy. Based on Jenny Thomas’ theory about Pragmatic Failure which is to be exerted in several cases of advertisement translation，this paper analyzes pragmatic failures in advertisement translation. What’s more, this paper concludes some translation techniques.

     This study aims to investigate the influence of pragmatic failures on Chinese-English advertisement translation. The paper concludes that the availability of Chinese and English advertisement translation can be somewhat improved by adapting to target social world and conforming to target linguistic convention.

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Key words:  Pragmatic Failure   advertisement translation   translation technique

CONTENTS

Abstract

中文摘要

1. Literature Review1

2. Pragmatic Failure2

  2.1 Definition of Pragmatic Failure2

  2.2 Classification of Pragmatic Failure3

      2.2.1 Pragmalinguistic Failure3

      2.2.2 Sociopragmatic Failure3

3. Advertisement Translation4

  3.1 Definition of Advertisement .4

  3.2 Basic purposes of Advertisement Translation 4

4. Pragmatic failure in Chinese-English Advertisement Translating 5

  4.1 Pragmalinguistic Failure in Advertisement Translation5

    4.1.1 Transferences of Pragmatic Rules5

    4.1.2 Transferences of Pragmatic Meaning5

    4.1.3 Overgeneralization of Pragmatic Rules6

  4.2 Sociopragmatic Failure in Advertisement Translation7

    4.2.1 Different Associative Meaning7

    4.2.2 Different Thinking Patterns7

    4.2.3 Misuse of Taboos8

5. Strategies to Avoid Pragmatic Failure8

  5.1 Adapting to Target Social World8

  5.2 Conforming to Target Linguistic Convention9

    5.2.1 phonological differences9

    5.2.2 semantic differences and habits of expression differences9

    5.2.3 Syntactic differences10

6. Conclusion10

Bibliography.12

Acknowledgements14