The Study On The Translation Of Advertising Slogans Under Schema Theory

With the speeding up of the economic globalization, the advertising slogans have become one of the important ways to represent the cross culture communication. The significance of advertising slogan translation between Chinese and English is growing. The translation of advertising slogans can not only promote the communication of culture and spirit, but also conductive in opening up the overseas market.The notion of schema can be traced back to the German philosopher Immanuel Kant (1781), who speaks of "innate structures which organize our world." However, F.C. Bartlett (1932), the British psychologist, is commonly acknowledged as the first to establish schema theory when he explains how people remember stories in his work Remembering. Ever since then, it has gone through linguistics, anthropology and psychology, and has been widely used in many fields. This thesis adopting the methods of the quantitative and qualitative and quoting the advertising slogans of both Chinese and English speaking countries, studies the translating features of the advertising slogans from aspect of linguistic schema, formal schema, content schema and cultural schema and point out the importance of the translation to the economic and cultural communication.This thesis attempts to explore, through a descriptive study, the problems connected to the translation of advertising slogans under schema theory and identify some of the factors influencing the translator’s decision-making process in translating subtitles from a schematic perspective. Great importance is attached to the rendering of advertising slogan translation through the schema theory.