A study on difficulties and strategies in English-Vietnamese translation of advertising slogans

• Main Author: Phan, Thị Vân Anh
• Other Authors: Lê, Hùng Tiến
• Format: Theses and Dissertations
• Language: English
• Published: University of Foreign Languages and International studies 2017
• Subjects: Tiếng Anh; Dịch thuật; Quảng cáo; Biên dịch
• Online Access: http://repository.vnu.edu.vn/handle/VNU_123/40014
• Institution: Vietnam National University, Hanoi

This thesis investigates the difficulties and strategies in translating ad slogans from English to Vietnamese. The ma in theoretical basis of the study is involving concepts of methods, equivalence, process and procedure of translation; as well as significant characters of the subject - ad slogans. The research begins with comparison and quantitative and qualitative analys is of 100 ad slogans and equivalents under three categories: lexical, structure and puns. This aims at finding out common translating tendencies and typical characteristics of English - Vietnamese translation of ad slogans. The result is also the base for la ter analysis of common problems translators face to in translating practice. Later on, some techniques and methods are suggested to help translators solve the difficulties and improve translation.