| Ever since China s entry into the WTO, the automotive industry in China is developing at ahigh speed, which has attracted worldwide attention. According to China Association ofAutomobile Manufacturers, China consumed19.30million automobiles in2012with a riseof4.35%over the same period of last year, becoming the largest automobile consumerglobally. In addition to the expanded output, auto industry in China also makes greatprogress in the building of production capacity, development of supporting systems,improvement of R&D capability as well as manufacturing management, and nurturing ofself-owned brands. Foreign auto manufacturers spare no efforts in launching new modelsone after another or localizing their brands in China with a view to occupying the Chinesemarket.People usually get product information from various ads in the modern commoditysociety. If an auto brand wants to stand out among the fierce competition, its qualitydefinitely has a decisive role to play and the role of an outstanding ad in its sales also cannotbe ignored. Auto ad belongs to a kind of practical text with clear business intention. On onehand, it needs to clearly convey product information to customers with concise expressions,proper presentations and highlighted opinions. On the other hand, different from otherpractical text types, auto ad should be delivered with accurate words and artistic taste inorder to arouse people s desire to buy. Therefore, the author decided to probe into choicemaking in automotive advertisement translation from the perspective of Adaptation Theorywhich possesses important theoretical significance and practical value. It is of greatsignificance to study how to keep the charm of the original advertisements after translating.Auto manufacturers or dealers spend so much creating unique ads for their brands so asto increase their sales and strengthen their reputation. When translating auto ads, translatorsshould take the vision and expectation of target text readers into full consideration fordifferent nations differ greatly in linguistic form, regional culture, consumption psychology,aesthetic concept, value orientation and other aspects. Meanwhile, due to the cultural differences between Chinese and English, translators must follow closely the language andcultural aesthetics of target text readers, especially their mental and emotional needs, inorder to produce the most intended target text. The dissertation firstly offered a briefintroduction to the adaptation theory, then analyzed the language features of auto ads andfinally focused on the adaptation of automotive advertisement translation under theguidance of the adaptation theory. |
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