On E-C Translation Of Business Ads From The Perspective Of Adaptation Theory

With the economic development and the extension of globalization, more and more exchanges happen among countries. At the same time, an increasing number of foreign products come into Chinese market. Advertisement is one of the major approaches for a product to promote itself and expand its business. Therefore, the important role of English advertisement translation and an effective localization translation strategy to popularize foreign product in China has been increasingly dominant.Due to the differences of core values and cultures between China and the western society, advertisement translation relates to much more factors than simply involving word-for-word translation from English to Chinese. In accordance with Adaptation Theory, initiated by Jef Verschueren, language use is a process of continuous choice making in different degree of salience, and the choice-making should adapt itself to different contexts and communication objectives, which also provide a new perspective for translation studies. Taking the Adaption Theory as theoretical basis, this thesis aims to study the E-C localization translation strategy in advertisement. This research takes iphone5English advertisements and its different Chinese versions in mainland China, Hong Kong and Taiwan as samples and analyses them. The author reveals that in the process of E-C advertisement translation, the translator should adapt to target customers’ verbal level and non-verbal level in making choices about language usage. The adaption of verbal level contains the aspects of vocabulary, syntax, discourse, while non-verbal levels embodies in social and mental world. On the basis of above mentioned, the author puts forward the related localization translation strategies on advertisements.