Advertising Translation In The Perspective Of Translation Variation

The future trend of translation is culture return, complement of theories and interdisciplinary development. The translation variation theory, presented by Huang Zhonglian, is just one of the innovative translation theories. In this theory, Prof. Huang points out eight techniques of adaptation used in translation variation, they are supplement, deletion, compilation, summarization, reduction, combination, remodeling and parody, in order to manage the related issues in advertisements translation.Advertising texts belong to the vocative function texts, the purpose of which is to publicize commodities or broadcast information. Nowadays, advertisements play more and more important role in transmitting messages in cross-cultural activities. How to correctly and efficiently translate advertisements directly decides the effect of the advertisements. To the vocative texts, translators should pay attention to the attraction of the language so as to efficiently transmit information and call up readers' purchase desire. The readers' reaction is critical in translation; therefore, it is important to consider carefully their reading habit. In translation activities, the techniques of translation variation could make the translation texts brief, clear and logical, and also can save time in translation as well. The traditional method of complete translation does not meet well the requirement of delivering information fast in high-speed developed society. Translation variation, as a useful approach, could solve this problem effectively. Through the aid of the eight techniques of adaptation, the information of advertisements is transferred and the goal of publicity is fulfilled. Besides the eight techniques put forward by Huang Zhonglian, the author of this paper also adds the way of splitting translation to this translation variation theory, which is another capable method in translating advertisements. The translation techniques of translation variation theory are used in kinds of materials, such as literature, advertisement and tourism and so on. In translation, translators sometimes may adopt just one adaptation method to translate texts, and on more occasions, they may use more than one method together to present excellent translation. Which way is used must rely on the situation of both the source texts and target readers. Every coin has two sides. There are also some shortcomings in this theory that are worthy of further discussion. Because of limited ability, the author of this paper just discusses the adaptation techniques of this theory, and further study on translation variation theory will be done in future.