Ideological Manipulation In Advertising Translation

With the development and acceleration of the globalization, the economy of China develops by a large extent. The studies of advertising translation in China also become more popular more pervasive. Being a new trend in the development of the economy, advertising translation attracts more and more attention of the public. The previous studies have tough problems and obvious shortcoming. However, they are not totally satisfying. Even though there are much studies researched by scholars of the studies of translation theories, in which functional theory is an indispensable one, there are few studies and analysis about manipulation theory by Andre Lefevere, in which the manipulation of ideology and poetics and patronage on the process of advertising translation is highlighted and stressed. In order to solve these tough problems and make up the shortcomings, this thesis analyzes the manipulation of ideology, poetics and patronage of the target culture by combining manipulation theory with the phenomenon of advertising translation. It is pointed out that manipulation theory is the guiding principle and theoretical basis of advertising translation.In this paper, Lefevere's manipulation theory is the literary theoretical basis which holds that translation practice is a form of text rewriting, and translation is a text rewrite (rewriting) to create another image in the form of text. The process of translation will certainly be restricted by ideology (ideology), poetry (poetics), sponsor (patronage) of the manipulation (manipulation) in the target text. Ideology (ideology), poetry (poetics), sponsor (patronage) can be known as the"three elements". Lefevere considers that translation practice is a reflection of the social culture. Translation should be researched in the political and cultural context in which the most important element is ideology, which can be divided into individual ideology and social ideology. Ideology refers to the personal consciousness of political, economic and social aspects and the group consciousness. It seems like an invisible hand manipulating the whole process of translation practice .Advertising is a special literary form. The advertising translation involves the conversion of languages and also involves the transmission of cultural information. The advertising language itself includes a large number of cultural information, so advertising translation is essentially a cultural phenomenon. In our translation practice, we have to change two languages involved inevitably, including cultural information of the two languages, which is the so-called cultural difference. Therefore, we have to master both the necessary language knowledge and translation skills and the linguistic and cultural background, including the economy and social condition of the target context, cultural customs, and reception habits. The translator has to make a compromise between their own professional habits and the manipulation of social ideology in order to achieve the function of advertisement, and make them easily accepted by the mass.This thesis is based on manipulation theory. Great attention has been paid to the principles, characteristics, and strategies of advertising translation. The key point of this thesis is the study of the manipulation theory of"three elements". By combining the ideological manipulation of translation with the process of advertising, the thesis points out the important impact of ideology on advertising translation. In the process of advertising translation from English to Chinese or from Chinese to English, the translator is under the manipulation of ideology and has to adjust or change the original text. We can hold that advertising translation and ideology interacts with each other. The studies focus on the manipulation of ideology on the translation strategies, translation results and other aspects of other multi-directional, multi-level study. The thesis explores the aesthetic perspective of the entire community, the awareness of the target language society, and its culture context, so as to discuss the manipulation and important influence of the ideology on the translation activities such as advertising translation.