A Study On E-C Translation Of Advertisements From Three-dimensional Transformation In Eco-translatology

With the fast development of China’s economy and its further opening-up to theoutside world, many commodities from foreign countries have been flowing to China,offering more options for Chinese consumers and upgrading the importance of E-Ctranslation of advertisements.This thesis attempts to analyze the problems in E-C translation of advertisementsand put forward a series of corresponding countermeasures. Under the guidance ofEco-translatology, collected examples have been observed and analyzed from threedimensions with the results to find out the following five typical problems in E-Ctranslation of advertisements. They are:1) verbosity in translation and2) difficulty intranslating advertisements with rhetoric in it;3) serious destruction in social customsand4) direct translation neglecting different values;5) vague and confusing meaning.These problems are, in the final analysis, caused by translator’s lack of theawareness of the particular eco-environment of E-C translation of advertisements. Inorder to improve the transformation from three dimensions, this thesis proposes suchcountermeasures against these problems as:1) condensing translation within four or fiveChinese characters;2) using corresponding Chinese rhetoric devices;3) catering to theauspicious psychology of Chinese people;4) catering to the social values of Chinesepeople;5) supplement and free translation.In a word, this thesis aims to provide further references for advertisementtranslators, thus improving the quality of E-C translation of advertisements.