Translation Of Online Advertisements Under The Theory Of Adaptation And Selection

With the development of economic and trade globalization,more and more brands and firms or multinational corporations are seeking by all means to expand their markets overseas.Businesses deliver the information of the value of their brands and products to both the actual and potential markets by various ways of marketing.Advertising is one of the most direct ways to attract potential customers and to deliver to them the information of the brands and products in question.In recent years,the speedy development of the Internet has increased the channels for people to get to know about foreign brands.A number of businesses have successively established their overseas websites and built their online marketing platforms where online advertising is employed.Understandably,the texts of online advertising are different from the texts of offline advertising,and so is the translation of online advertisement.Many of these advertising texts are the translations of the texts in the native language of the businesses,and accurate and vivid translation of the online advertising texts has a direct impact on the image of brands and products,and finally on their sales.Currently,researches on advertisement translation in China are generally performed in the perspectives of the Skopos Theory,adaptation theory,functional equivalence theory and aesthetics,and so on;and they take the traditional offline advertisement as the object of study.However,insufficient information of research on translation of online advertisement from the angle of Eco-Translatology is available.In the present thesis,the author has collected examples of translations of online advertising texts and attempts to apply the theory of Translation as Adaptation and Selection in the perspective of Eco-Translatology and to explore the process and strategies and techniques of translating the texts of online advertisement.The author believes that,if the translator or the target text is to survive,he/she or it should adapt to the online translational eco-environment.The appropriate adaptive selection should be made according to the requirements and restrictions from the different dimensions in the eco-environment.The successful translation of online advertisement fits in with the translational ecology consisting of the following three dimensions:the translation principles of adaptation and selection,the translation strategies,and the restrictions by the online marketing eco-environment.From the angle of Eco-Translatology,the adoption of Translation as Adaptation and Selection enhances the translator's understanding of the online marketing eco-environment,and guides him/her in making proper selection in the activity of translation.This can improve the translator's performance and result in effective translation products,which may contribute to the research of translation studies.