Analysis On Contextual Adaptation In Advertisement Translation From English To Chinese

With the development of commodity economy and globalization, advertisement has become an essential part of our everyday life. Since a large number of companies have adopted standardized advertising strategy globally, advertisement translation has taken on a critical role in a brand’s image building and profit gaining process. Hence, studies around this topic have become more and more relevant.Due to the huge linguistic and cultural differences existing among markets, translating advertisement is not an easy work and sometimes translators may fail to convey the core message of the client. For translators, advertisement translation can be a challenge. This thesis evaluates translated luxury product’s advertisement from the perspective of contextual correlates of Adaptation Theory and points out that translators are both the interpreter of source text context and the builder of target text context. Translators should bear contextual correlates in mind and make proper choices to help realize the communicative function of advertisement.This thesis analyzes contextual adaptation in the translated advertisement of luxury brands. Based on the research, it also summarizes the contextual view of the Adaptation Theory for future reference.