Translation Of Advertising Language From The Perspective Of Schema Theory

At present,there are many theories applied in the studies of translation of advertising language,such as relevant theory,functional theory,system theory,goal theory,intercultural communication theory and so on.But these theories have not solved how to improve the quality of the translator’s translation in essence.Similarly,some scholars believe that the translation of advertising language needs to be domesticated so that it can better serve the readers of target language,and some other scholars believe that in the process of advertising language translation we should maintain the style characteristics of the source language.By the Cognitive Psychology,the translation essentially is a process of comprehension and expression,and the process of comprehension and expression must refer to coping with the pre-existent knowledge which is kept as schemata in the brain of translators.Thus,in essence the translation is a process of dealing with schemata,which contains schemata decoding of the source language of advertising language and schemata re-encoding of the target language of advertising language.According to the Schema Theory,this paper is designed to analyze the process of translating advertising language by using schemata decoding,schemata re-encoding and the schemata inspiration on the translation of advertising language.As the purpose of the translation of advertising language is to attract the readers and arouse the interest of the readers,translators should try their best to enlarge their schema knowledge in all kinds of fields so that to better understand the schema knowledge of source advertising language and more accurately express the contents of the schema to the target language readers.