Interactive Relationship Between The E-C Translation Of Advertisements And The Ideology In China & The Advertising Poetics In China

With the rapid development of market economy since China's reform and opening up to the outside world, more and more English advertisements are translated into Chinese. As a result, the translation of advertisements has become a hot topic.Different from the prescriptive studies on the translation of advertisements, this thesis adopts the descriptive-explanatory methodology. It analyzes the existing phenomenon of the E-C translation of advertisements within the context of China, and explains it by the help of theories.This thesis mainly employs Lefevere's rewriting theory, assisted by its origin, Even-Zohar's polysystem theory. According to Even-Zohar, a society is a polysystem embracing correlated systems, and translation is one of them. Later, Lefevere brings forward two key factors—ideology and poetics, which influence or manipulate translation. Based on such theoretical thinking, this thesis investigates the interactive relationship between the E-C translation of advertisements and two influencing factors—the ideology in China and the advertising poetics in China.The main points are as follows:(1) The ideology in China includes political and cultural constraints, both of which influence the E-C translation of advertisements. Therefore, generally speaking the translated advertisements tend to conform to the ideology in China.(2) The advertising poetics in China consists of formal and functional constraints. Both of them also influence the E-C translation of advertisements. As a result, it is ordinary to find that the translated advertisements are endowed with some advertising poetological featuresin China, which are not included in the original advertisements.(3) The E-C translation of advertisements brings in new ideology, which in turn influences the ideology in China. With the changes in ideology, the Chinese advertisers will accordingly change their advertising campaigns, so the influence of E-C translation of advertisements upon the ideology in China will be reflected in the advertisements of China.(4) The E-C translation of advertisements also influences the advertising poetics in China. Advanced advertising poetics is introduced into China through advertisement translation. The translated advertisements set an instructive example for Chinese advertisers, and enrich the advertising poetics in China.