Study of Domestication and Foreignization on Commercial Advertisements Translation

Abstract

Commercial advertisements aim at raising consumers’ purchasing desire and promoting the sales of products. It is believed that commercial advertisement translation can affect the sales of foreign products and profits of foreign enterprises. Advertisements are very crucial when a company is going to enter another country, because it can affects customer’s acceptance and preferences of products. It has important practical significance to study commercial advertisement translation strategies. Domestication and foreignization are the widely used translation strategies in advertisements translation. In this paper, the application of these two translation methods will be discussed by analyzing some typical cases.