Abstract

This article is a study on Chinese-English translation of advertisements from the perspective of an adaptation-theoretical. Language is the carrier of culture, so advertising translation in the language transformation also should pay attention to the main function of advertising and carrying on the cultural communication. From knowing the functions and linguistic features of advertising, we learn that advertising fulfills its purpose that attracting consumer’s interest and achieving the purpose of selling the products through various linguistic devices and abundant cultural connotations. This paper, based on the theory of adaptation, attempts to explore the influencing factors of advertising translation. By comparing the original and the translation, the process of advertising translation is also a process of constantly making choices complying with context factors to reach the business purpose of advertising.  

Key words: adaptation-theoretical, advertising, translation

CONTENTS

Abstract

摘要

I.  Introduction-6

1.1  Introduction to the Study-6

II.  Literature Review-7

2.1  Overseas Research of Advertising Translation-7

2.2  Domestic Research of Advertising Translation-7

2.3  Problems in the Current Research-8

III.-The Definition and Function of Advertising-9

3.1-The definition of advertising-9

3.2-The function of advertising-9

IV.-Adaptation Theory-10

4.1-An Introduction to Verschueren’s Adaptation Theory-10

4.2-Advertisement Translation as a Process of Adaptation-11

V.-Adaptation in Advertisement-12

5.1-Adaptation to the Physical World in Advertisement Translation-12

5.2-Adaptation to the Social World in Advertisement Translation-12

5.3-Adaptation to the Mental World in Advertisement Translation-12

VI.-Conclusion-13

References-14