A Study On Advertisement Translation From The Perspective Of Eco-translatology

As the major methods of propagandizing products and services,advertisements not only lay emphasis on transferring information,promoting consumption,disseminating culture,but also glorifying our daily life.Meanwhile,advertisement translation texts are the vital tool for enterprises to conquer the beachhead of the international marketplace.Recently,the majority of the researches studied at home and abroad only pay attention to the univocal angle for the study of advertising translation,such as the Functional Equivalence Theory or the Adaptation Theory.The theory of Eco-translatology provides a macro conception for the study of advertising translation.According to the theory,the target text is a product that the translator continues to adapt to the translational eco-environment and then makes the corresponding selection,which resupplies the translating methods in translation activity.In that case,based on the theoretical framework of Eco-translatology,the thesis applies it to the study of the advertising translation to go into more details of the existing typical issues and present relative solutions.The thesis studies the features of commercial advertisement,the author has collected E-C,C-E advertising texts from the diverse forms of the mass media.The thesis adopts descriptive research and comparative research for the Chinese and English advertisements to explore these three questions: 1).What are the major features in English and Chinese advertisement texts in translational eco-environment? 2).What are the improper uses in advertisement translation from the perspective of Eco-translatology? 3).How to optimize the advertisement translation strategies through selective adaption of the translator?Through the comparative research on the similarities and dissimilarities of advertisement texts in translational eco-environment,the thesis then points out that translator should eliminate improper uses in advertisement translation by making adaptation and selection from the perspective of Eco-translatology: 1).In linguistic dimension,colloquial words,superlative adjectives should be applied,different sentence patterns and diverse rhetoric devices should be adopted into the target texts.2).In cultural dimension,the target texts should evade the cultural taboos,adapting to the changes of the society and culture,and only catering the positive sociocultural values.3).In communicative dimension,the target texts ought to focus more on the translator’s communicative purposes by adopting the free translation methods.Simultaneously,the thesis shows the likelihood of making adaptation and selection from the perspective of aesthetic dimension.The thesis tries to grasp the research foci and development in Eco-translatology,which lays foundation for the related study in the future.