A Report On E-C Translation Of Ibm Audiovisual Advertisements From The Perspective Of Translation As Adaptation And Selection

With the advancement of globalization,China economy becomes more and more related to that of international community.Among all forms of economy,business activities have been the main driver for economy.Among business activities,commercial advertising always serves as the key to successful marketing.Overviewing the existing researches of advertising translation,most of them focus on text advertisement.Research of audiovisual advertisements translation is still under the water.Based on translation experience with IBM audiovisual advertisements,the author attempts to explore the features of audiovisual advertisements,apply three-dimensional selection and translation to deal with linguistic difficulties including indeterminate connotations of fuzzy words,incohesive sentence Structure and improper translation of rhetoric,communicative difficulties including low communicative efficiency of communicative function of third-person deixis and zero person deixis,misjudgment of communicative function of on-screen text and ignorance of time and space limitation and cultural difficulties.For the fuzzy words problem,the author proposed contextualization to deal with it;for incohesive sentences,the author proposed combination to tackle it;for the rhetoric problem,the author leveraged liberal translation to solve it;for the person deixis problem,the author used conversion to deal with it;for the on-screen text problem,the author proposed adaptation;for the time and space limitations problem,the author proposed omission;for the cultural-loaded words problem,the author used domestication.Through the research,the author attempts to provide new reference for audiovisual advertisements translation research and expand the application scenarios of Translation as Adaptation and Selection.