适应选择论指导下的线上广告翻译

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1、万方数据ABSTRACTTRANSLATlONOFONLINEADVERTlSEMENTSUNDERTHETHEORY0FADAPTATlONANDSELECTl0NWimthedevelopmentofeconomicandtradeglobalization．moreandmorebrandsandfl_rTnSormultinationalcorporationsareseekingbyallmeanstoexpandtheirmarketsoverseas．Businessesdelivertheinformationoftheval

2、ueoftheirbrandsandproductstoboththeactualandpotentialmarketsbyvariouswaysofmarketing．Advertisingisoneofthemostdirectwaystoattractpotemialcustomersandtodelivertothemtheinformationofthebrandsandproductsinquestion．Inrecentyears，thespeedydevelopmentoftheIntemethasincreasedthech

3、annelsforpeopletogettoknowaboutforeignbrands．Anumberofbusinesseshavesuccessivelyestablishedtheiroverseaswebsitesandbuilttheironlinemarketingplmformswhereonlineadvertisingisemployed．Understandably,thetextsofonlineadvertisingaredifferentfromthetextsofoffiineadvertising，andSOi

4、sthetranslationofonlineadvertisement．Manyoftheseadvertisingtextsarethetranslationsofthetextsinthenativelanguageofthebusinesses，andaccurateandvividtranslationoftheonlineadvertisingtextshasadirectimpactontheimageofbrandsandproducts，andfinallyontheirsalesCurremly,researchesona

5、dvertisementtranslationinChinaaregenerallyperformedintheperspectivesoftheSkoposTheory，adaptationtheory,functionalequivalencetheoryandaesthetics，andSOon；andtheytakethetraditionaloffiineadvertisememastheobjectofstudy．However,insufficientinformationofresearchontranslationofonl

6、ineadvertisementfromtheangleofEco-Translatologyisavailable．Inthepresentthesis，theauthorhascollectedexamplesoftranslationsofonlineadvertisingtextsandattemptstoapplythetheoryofTranslationasAdaptationandSelectionintheperspectiveofEco—Translatologyandtoexploretheprocessandstrat

7、egiesandtechniquesoftranslatingthetextsofonlineadvertisement．Theauthorbelievesthat．ifthetranslatororthetargettextistosurvive，he／sheoritshouldadapttotheonlineIII万方数据适应选择论指导下的线上广告翻译translationaleco—environment．Theappropriateadaptiveselectionshouldbemadeaccordingtotherequireme

8、ntsandrestrictionsfromthedifferentdimensionsintheeco—environment．Thesuccessfultran