1.3 Layout of the Thesis

The thesis will start with an introduction to the research background, research significance and layout of thesis. Then it comes to the literature review. After that, the thesis will analyze the theoretical foundation of Newmark's Communicative Translation and Semantic Translation. On the basis of theoretical foundation, the thesis will analyze the application of Communicative Translation and Semantic Translation in translating English automobile advertisement. The author will also give the ranges of both two theories and discuss the limitations of them. Finally, suggestions and conclusion will be given in the final chapter.

2 Literature Review

Since advertisement plays an important role in today's business activities, professional and precise advertisement translation tends to be essential. There are numerous theories about advertisement translation and in this thesis, the author will review representative theories and opinions.

Communicative Translation and Semantic Translation theory was put forward by Peter Newmark in his book Approaches to Translation in 1981. He pointed out that Communicative Translation pays more attention to readers' understanding and respond to the translation version while Communicative Translation focuses on bringing the same effect as the original text. Compared with Communicative Translation, Semantic Translation requires the translation version to be close to the original text in form, structure and word order. On this basis, the translation version is supposed to reappear the information that original text coveys.

In 2008, Chen Kai and Zhang Jianhui from Hebei Normal University, stated in their paper Simple Analysis of Peter Newmark's Theory that Communicative Translation and Semantic Translation theory can be combined with Newmark's text typology. Semantic Translation is appropriate to expressive text and the Communicative Translation is appropriate to informative text and vocative text.

Based on the text typology and Communicative Translation and Semantic Translation theory, Yang Dongying, He Yinan and Han Zhandong discussed detailedly the advertisement translation strategy in their paper On Translation Strategy of Advertisement from the Perspective of Newmark's Translation Theory in 2014. They pointed out that the advertisements have the nature of business and they belong to vocative text, so the advertisement translation obviously has the feature of Communicative Translation.

However, in Cha Qing's paper Study on the Application of Newmark's Translation Theory in Translating Advertisements in 2012, he stated that the pision of three types of text is not absolute. There are some special advertisements that belong to vocative type and informative type. In this case, the advertisement translators ought to smartly use both Semantic Translation and Communicative Translation theory.

Edited by Guo Guilong and Zhanghongbo in 2008, the book English Advertisements: Style and Translation used excellent cases of advertisement translation as the sample to analyze the features of the advertisement language. The book concludes six adjectives to describe the art of advertisement language: Honest, Funny, True, Special, Skill and Simple.

In another book Advertisement Translation Theory and Practice written by Li Kexing in 2010, the author collected a large quantity of Chinese and English bilingual advertisements in Hongkong and other countries during his travailing. Since Hongkong is an international and highly commercialized city, the advertisements there are outstanding and representative. The book states that the regional culture has effect on advertisements as well; numerous Chinese advertisements prefer to adapt literary allusions, so the advertisements translators are supposed to pay more attention to culture elements.