An Analysis Of Translation Strategy On Commercial Advertisements From The Perspective Of Translation Variation Theory

With the deepening trend of reform and opening up and also economic globalization, China has been increasingly busy in doing business with the whole world. It turns out to be obviously very important to do the translation work of the products and services in the trade. And this issue is consistently focused and researched by scholars in this field. Thus, in this fast-step background in development, how to convey the meaning of source text most concisely according to different texts, break out the restrictions of the source text, effectively and quickly attract people’s minds, spur their desire for consumption are really of vital importance.As a new translation theory, Translation Variation Theory was raised and developed by Professor Huang Zhonglian in 1990s, whose core connotation is "adaptation". Different from other kinds of theories, the theory means to change the original text and take in the core information from the source text to the greatest degree on the basis of not violating the core origin, concisely conveying the information to the point. The theory involves seven methods as supplement, deletion, edition, summarization, reduction, combination and remodeling. It endows the translator greatest subjectivity initiative and creativity to do the work, which is full of enormous practicability and operability.The thesis, in the analyses of the examples of Chinese-English and English-Chinese text, takes the seven methods of Translation Variation Theory to discuss and study the strategies and conclude the expressive effects and the values these strategies bring to the commercial advertisements translation. In the beginning of the thesis is the introduction, which tells the background information, objectives, significance and literature review. Then, in Chapter One, the author concentrates on the introduction of "Translation Variation Theory", including the definition, system, methods and its essence. In Chapter Two, the author gives the introduction of the features of Commercial Advertisement Translation, including Profitability, Concision, Persuasion and Cultural differences. The third Chapter is the main body and core of the thesis, in which the author intends to put the seven methods of Translation Variation Theory into application of the analyses of Chinese-English and English-Chinese text, including supplement, deletion, edition, summarization, reduction, combination and remodeling. To those improper translation, the author translates again under the guidance of Translation Variation Theory. After the studies and analyses, the author concludes different circumstances where different strategies are used and the values of them under the guidance of Translation Variation Theory in Commercial Advertisement Translation which are as the followings: translator’s subjectivity to full play, consumers’special needs to be met, special needs of advertisers met to the greatest extent. The last part gives a brief conclusion of the thesis, which summarizes the findings, significance, limitations and the suggestions for further study.Through concrete analyses on examples, this author finds that the strategies under the guidance of Translation Variation Theory can achieve a concise, quick, high effective translation to the greatest degree in different cultural backgrounds, which also means a greater, faster, better, and more economical translation of high efficiency, enormously endowing the subjectivity and creativity for the translator and considering the intention of the advertisers. And this can realize the objectives and effects of publicity of Commercial Advertisements Translation to the greatest degree and should be studied and promoted continually.