Abstract:With the rapid development of society, advertisements are becoming an important part in the business marketing. Advertisement slogans play a special role in the advertisements, and have their particular linguistic features. Their function determines the particularity of the E-C translation of advertisement slogans. Verschueren’s Adaptation Theory states that the linguistic use is a process of making continuous choices, so is the translation of advertisement slogans.

The thesis studies the E-C translation of advertisement slogans from the perspective of Adaptation Theory. It states the formation and development of Adaptation Theory as well as its previous researches. Previous studies on the translation of advertisements are also generalized. According to the linguistic features of advertisement slogans, the thesis studies the tactics of translation guided by the principles of variability, negotiability, adaptability. Besides, the thesis points out that translators should adopt various translation tactics flexibly in the process of translation to realize the purpose of advertisement slogans—to deliver information and to attract consumers. 

Keywords:  Adaptation Theory  advertisement slogans  E-C translation

Contents

Abstract

摘要

Chapter One Introduction-1

1.1 Background and Significance of the Study-1

1.2 The Structure of the Thesis-2

Chapter Two Literature Review-3

2.1 Previous Study on Adaptation Theory-3

2.2 Previous Study on E-C Translation of Advertisement-4

Chapter Three The Translation of Advertisement Slogans-5

3.1 Linguistic Features of English Advertisement Slogans-5

3.1.1 Lexical Features-5

3.1.2 Syntactical Features-6

   3.2 Principles for E-C Translation of Advertisement Slogans Based on Adaptation Theory-7

3.2.1 Principle of Variability-7

3.2.2 Principle of Negotiability-8

3.2.3 Principle of Adaptability-8

3.3 Tactics Employed in E-C Translation of Advertisement Slogans-8

3.3.1 Literal Translation-8

3.3.2 Free Translation-9

3.3.3 Parody-9

3.3.4 Rewriting-10

Chapter Four Conclusion-12

References-13