Introduction: 1
1. Basic Principles and Trend of Advertising Translation 1
1.1 Basic Principles of Advertising Translation 1
1.2 Trend of Advertising Translation under the Trend of Globalization 2
2. Function of Automobile Advertising and Characteristics of Automobile Advertising Translation 4
2.1 Function of Automobile Advertising 4
2.2 Characteristics of Automobile Advertising 5
2.3 Theories to Guide Automobile Advertising Translation 9
2.4 Short Summary 10
3. Localization of Automobile Advertising Translation 11
3.1 Localization----The Cultural Added-value 11
3.2 Differences between Different Cultures 12
3.3 Analysis of Successful Localization of Advertising Translation 12
3.4 Some Tips on Achieving Localization in Automobile Advertising Translation 15
4. Conclusion 16
Bibliography 19
Abstract: Nowadays along with the globalization of economy and trade, products from all around the world spread widely. In such a globalizing tide，automobile industry also presents a similar trend. Therefore, advertising translation plays an important role in the promotion and development of automobile industry. And localization which means taking a product and making it linguistically and culturally appropriate to the target market plays the more and more essential role in the process of advertising translation. Through analyzing typical automobile advertising translation from the perspective of culture, this paper focuses on localization of automobile advertising translation. Relevant translation theories, such as Nida’s Functional Equivalence and Newmark’s Communicative Translation, are applied. Moreover, advice is also given for better appliance of the strategy of localization in automobile advertising translation.
Key Words: automobile advertising; advertising translation; localization
