Regionalization Translation In The Electronic Globalization

Taking a practice-oriented angel, this thesis explores the implications of Adaptation Theory on translating advertisements, with a special reference to comparisons and contrasts of STs and TTs of commercials for electronic products. In light of Adaptation Theory, the process of translation can be viewed as a choice-making process in TT towards effective and efficient conveyance of the message imbued in ST. In this dynamic process, the choices occur at lexical, syntactic, discoursal, psychological and social dimensions advertisement translation may involve. In other words, both linguistic and extra-linguistic aspects of advertisement translation should be taken into consideration for the comparison and contrast. The purpose of this comparison and contrast centers on and aims at achieving pragmatic equivalence in TT, which requires adaption to the contextual factors and structural objects of the TT culture for evoking the same, or rather, a similar, response among the TT audience. Case examples are provided and analyzed to illustrate how and why Adaptation Theory may shed light on the advertisement translation in question.Adaptation Theory has strong explanatory power towards language communication, which could explain the phenomenon that how and why different versions of advertisement are launched in the same country for different regions in order to cater to the demands of the target consumers. In order to reach pragmatic equivalence in TT, the translator should adapt to the contextual correlates and structural objects to dynamically make choices in the translation process. Although China mainland, Hongkong and Taiwan belong to one country and share the same language, they show varied features at either the linguistic or the extra-linguistic aspect. The differences are deeply marked in the words and phrases in advertisements, which lead us to search for the regionalization strategy in advertising translation. Taking the three versions of Apple Watch website advertisement as corpus, this thesis exemplifies the adaptation of the advertisement translation to the regional features within one country.Through the comparison and contrast, the thesis would apply its strategy on the advertisement translation of other electronic brands in China. The thesis used it in the translation of Microsoft Xbox 360 advertisement which has Hongkong and Taiwan rendition but doesn’t have a correspondent advertisement for mainland market. In the process of applying Adaptation Theory and regionalization strategy, we could get a version of advertisement specifically for mainland users. In conclusion, the thesis may shed light on the advertisement translation to help promoting the electronic products in an effective way.