TABLE OF CONTENTS
LIST OF FIGURES AND CHARTS
PART 1: INTRODUCTION
1. Rationale
2. Objectives of the study
3. Research questions
4. Scope of the study
5. Methods of the study
PART 2: DEVELOPMENT
CHAPTER 1: THEORETICAL BACKGROUND
1. TRANSLATION THEORY
1.1. Translation definition
1.2. Translation methods
1.3. Translation equivalence
1.3.1. Translation equivalence
1.3.2. Types of translation equivalence
1.4. Translation process
1.5. Translation procedure
2. ADVERTISING AND ADVERTISING SLOGANS
2.1. Advertising
2.1.1. Types of advertising
2.1.2. Language in advertisement
2.1.3. Structure of an advertisement
2.2. Advertising Slogans
2.2.1. Definition of advertising slogan
2.2.2. Characteristics of advertising slogans
CHAPTER 2: STUDY OF DIFFICULTIES AND STRATEGIES IN
ENGLISH-VIETNAMESE TRANSLATION OF AD SLOGANS
1. STUDY OF MODIFICATION IN LEXICAL AND STRUCTURE IN
TRANSLATION OF ADVERTISING SLOGANS
1.1. Lexical addition
1.2. Lexical omission
1.3. Lexical adaptation
1.4. Structural addition
1.5. Structural omission
1.6. Structural adaptation
2. STUDY OF TRANSLATING PUNS IN AD SLOGANS
2.1. The phenomenon of puns in ad slogans
2.2. Translating puns into Vietnamese equivalent
3. PROBLEMS AND DIFFICULTIES IN AD SLOGAN TRANSLATION FROM
ENGLISH TO VIETNAMESE
3.1. Unability to preserve nuance meaning
3.2. Pun as case of untranslatability
3.3. Neologism as a case of untranslatability
3.4. Cultural barrier
4. STRATEGIES FOR TRANSLATING AD SLOGANS
4.1 Recognizing the technique
4.2. Understanding background information of ad slogans
4.3. Dealing with unstranslable factors
4.4. Preserving and reproducing typical qualities of ads slogan
4.5. Applying the original slogan:
5. SUMMARY
PART 3: CONCLUSION
1. Recapitulations
2. Suggested application
3. Limitations and suggestion for further study
REFERENCES
APPENDIX 1
APPENDIX 2: