Translation Strategies Of Chinese-english Advertising Slogans From The Perspective Of Adaptation Theory

It is generally accepted that real estate advertising slogans have becomeindispensable in everyday life. What’s more, there is a continuous increase in recentyears in the number of researches on translation of Chinese-English real estateadvertising slogans. However, among various researches, there is a lack of studiesfrom the perspective of the Adaptation Theory. In view of the distinctive features andfunctions of real estate advertising slogans, this study aims to approach the translationof Chinese-English real estate advertising slogans based on the theory of Adaptationfrom aspects of cultural and language differences between the West and East (mainlyEnglish and Chinese) by using comparative method. By doing so, the author aims atapplying the Adaptation Theory to avoid pragmatic failure: language-related errors andcultural-related errors, and explore suitable translation methods to improve the Englishtranslation of current real estate advertising slogans.