E-C Advertisement Translation on Communicative Translation and Semantic Translation Theory

Advertisement has been playing a more and more important role in both our life and society because of the world's commercialization and globalization.So there is an urgent need to study on which way is better for advertisement translation.According to Newmark's theory, communicative translation tries to produce the same effect to the readers as the original readers who read the SL.While semantic translation attempts to translate word for word without even changing the sequence or the structure of word and sentence in SL, regardless of the cultural background of readers who read TL.This paper may serve a discussion about the question which way of translation, communicative or semantic translation can be best taken advantage of to translate advertisement.