A Comparative Analysis On Advertising Translation From The Perspective Of Intercultural Communication

As global economic and cultural exchanges become more and more frequent,international advertising,as an important brand-building tool,has reinforced the development of international companies.However,due to different factors of intercultural communication,such as differences in language,culture,religious beliefs,etc.,international advertising,specifically,advertising translation tends to come across many challenges in practice.Therefore,combining insights from intercultural communication with advertising translation analysis might help us tackle better concrete translation problems.Translation scholar Adab constructs a framework for evaluation of pragmatic texts from the functionalist perspective,which consists of macro-textual features and micro-textual features in addition to other criteria,facilitating a top-down and bottom-up analysis of translation.In particular,the micro-textual features distinguish four types of translation problems,which also echo with important factors in intercultural verbal communication.Therefore,we have chosen the micro-textual features as the main criteria to analyze the Spanish and Chinese translation of Apple Inc.'s advertising copies for its products of the last two years.In this way,we intend to observe the differences in translation strategies adopted by these two language versions with distinct cultural background,in addition to their strengths and weaknesses in tackling specific advertising translation problems.We have summarized and compared the features of these two language versions,as well as their respective merits.Hopefully,this thesis could contribute to comparative multilingual translation studies,and provides a new perspective to advertising translation studies.