A Study On Translation Of English And Chinese Advertising Texts From The Perspective Of Eco-translatology

Under the impact of economic globalization, commercial advertisements turn into an indispensible part of human’s daily life since they seem to be omnipresent in any conceivable ways. Accordingly, the translation of advertising texts is becoming increasingly important during the commercial activities.In recent years, even though scholars in the whole world have done many a research on advertising text translation, it is not hard to find that most studies just pay much attention to simple language features, and some other superficial features like rhetorical devices. Therefore, this paper will adopt a relatively new translation theory—Eco-translatology as its theoretical basis, which is proposed by Hu Gengshen, a professor from Tsinghua University. According to him, translation is a process in which the translator firstly adapts to the eco-environment and then makes his selection accordingly.The Eco-translatology will be systematically introduced, including the basic connotations and philosophical basis. In addition, the feasibility of this theory for guiding advertising text translation is explored as well. There are two key terms to be introduced in this thesis. The translational environment is the first one to be explained, mainly from the perspectives of linguistics, culture, translator and reader. Another one is to analyze the advertising text translation from the “adaptive transformation from three dimensions”. This thesis makes an attempt to elaborate and illustrate the translation of advertising texts under the three-dimensional principles, that is from the perspective of linguistic, cultural and communicative dimensions. Along with these contents, some translation principles, the existing limitations and imperfections are put forward by the author, as well.