A Study Of Ads Translation From The Perspective Of Translation Geography

With the rapid development of China’s economy and the acceleration of global economic integration,the international market expands and new products emerge endlessly.The advertisement has become an indispensable part of new product promotion and sales expansion.Advertisement translation has also become particularly important.Because of different ecosystems caused by different physical geography in East and West,in order to publicize widely,in the face of different life styles,ways of thinking,and even different aesthetic experiences,the challenge of advertisement translation is enormous.Thus,word-for-word translation is not suitable.Translation Geography published in 2010,is a monograph written by Professor Xu Jianzhong.In this book,Professor Xu presents translation as human language and cultural exchange activities on the basis of the physical geography and human geography.He connects translation with geographical factors,and puts achievements of geography and translation studies into translation research in which he analyzes and explains various translation phenomena under the perspective of geographical environment.Deeply exploring the relationship among physical,ethnic,cultural geographies and translation activities,Translation Geography has opened up a new field for translation studies.Different from previous translation studies,this thesis first applies Translation Geography into advertisement translation with an aim to illustrate that Translation Geography is able and very suitable to guide the advertisement translation.During the process of translation,if translators connect the ads translation with geographical factors,the translated text is readable and delicate.In this paper,through collecting examples of ads translation,the successful ads translation will be discovered by using the method of qualitative and comparative studies.Under the guidance of Translation Geography,the author sums up the characteristics of successful ads translation.Then,using the translation principle provided by Translation Geography as the macroscopic guiding principle,finally the specific and effective translation methods are put forward.This thesis provides a new theoretical basis for ads translation,and tries to enrich the study of Translation Geography practically.