变译理论视角下的汉语广告英译分析-an analysis of english translation of chinese advertisements from the perspective of variable translation theory.docxVIP

Abstract C-E advertisement translation plays a critical role in boosting economic development and promoting Sino-western cultural exchanges. It is of great necessity and practical significance to conduct systematic studies on C-E advertisement translation. Advertisements are a kind of practical texts with strong purpose. They cater for the need of readers and pay much attention to readers’ reactions. The need of readers should be met and readers’ acceptance should be considered in advertisement translation. Translation variation theory was proposed by Huang Zhonglian in 2002. According to Huang Zhonglian, translation variation is an activity aiming at meeting special needs of the target text readers and in this activity translators are encouraged to give play to their subjectivity and adopt different variation methods to derive the content of the source text. Translation variation theory is just the suitable theory for advertisement translation. This thesis applies translation variation theory to researching C-E advertisement translation on the basis of their common reader-oriented characteristic. The author makes the study in order to explore theoretical guidance of translation variation theory on C-E advertisement translation and meanwhile tries to find out effective translation methods that translators can adopt in C-E advertisement translation practices. This thesis consists of five chapters. Chapter One is the introduction, including research background and purpose, research questions, research significance, research methodology as well as thesis structure of the whole thesis. Chapter Two deals with overseas and domestic studies on advertisement translation, a survey of definition, components, functions and purpose of advertising language and analysis of stylistic features of advertising Chinese and advertising English. Chapter Three makes an introduction of translation variation theory, explains the feasibility of applying translation variation theory to adver