On Cognitive Explanatory Power Of Conceptual Integration Theory For Translation Practice Through Advertising Translation

This thesis examines the relationship between conceptual integration theory (CIT) and translation practice through advertising translation in view of cognitive perspective. Beginning with a general overview of current shift in translation study and some past advertising translation studies, a brief introduction is given to CIT and its agreement with translation practice. While the translation practice is too broad to show CIT application to translation study, advertising translation is chosen as examples to carry out case analysis. In order to show the embodiment of the CIT in translation practice from simplicity to complexity, this thesis classifies advertising translation into three categories, namely, the translation of brand names, slogans and body texts, each of which is analyzed through several well known advertising translation examples.The research done in this thesis has following significances: firstly, it makes a combination of conceptual integration theory and translation practice study, and makes an improvement of translation model, which is a compensation of the previous translation formula and models. Secondly, for advertising translation, it doesn't carry out the case analysis from perspective of language structure, rhetorical phenomena or cultural background, but discusses and explains the advertising translation process from a cognitive point of view. Lastly, to take advertising translation to show the feasibility of application of CIT to translation practice study can facilitate people's understanding with familiarity and interest.To sum up, it is hoped that this thesis will better reveal the hidden regularities of advertising translation process, and provide practical suggestions for wider range of translation practice studies.