On the English Translation of Chinese Advertisements from the Perspective of Elegantization and Popularization

Based on an analysis of the characteristics and functions, we aim to study the English translation of
Chinese advertisements from a new perspective of elegantization and popularisation. According to the
research, three main factors influence the translation strategy of elegantization and popularisation:
functional orientation, price positioning, and consumers' social class. Elegantization is to make the
language more beautiful, and the sentence structure more complex. Sometimes, poetic forms and poetic
expressions are used. Popularisation is to use simple words and simple sentence structures to help the
target audience better understand the characteristics of goods. In translation practice, translators are
supposed to not only thoroughly understand the characteristics of Chinese advertisements, master the
intention of advertisements, but also understand the characteristics of the target audience to appropriately
translate the original Chinese advertisements, to enhance product recognition, and to arouse customers’
interests in buying the products.

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The authors declare no conflict of interest.

Not applicable

The datasets used in this study are openly available at [repository link] and the source code is available on GitHub at [GitHub link].

This work did not receive any external funding.