Abstract

In the modern world, a large number of domestic goods are exported to foreign markets. Thus, C-E advertising translation plays an important role in exporting Chinese products to international markets. As a result, many a scholars have already researched strategies for C-E advertising translation from various angles. However, C-E advertising translation has all kinds of problems. If translators do not make proper conversions and adjustments according to specific cultural background, advertisements will lose their own purposes and functions. At present, lots of studies on C-E advertising translation are carried out; however, there are relatively few studies on mistranslations of C-E advertising translation from a cognitive perspective.

   In the light of the above, this paper is a study on mistranslations of C-E advertising translation based on schema theory. Firstly, this paper introduces briefly schema theory. Secondly, the author introduces the development of C-E advertising translation and sums up four causes of mistranslations from a large number of examples based on schema theory. Finally, addressing the above causes, this article summarizes three corresponding strategies. In conclusion, the author makes a rough analysis of mistranslations of C-E advertising translation from schema theory, but there are still many issues to be solved.

Key words: schema theory; C-E advertising translation; mistranslations; strategies

Contents

Abstract

摘要

1 Introduction-1

2 Literature Review-2

3 Schema Theory-3

3.1 A brief introduction of schema theory-3

3.1.1 Definition of schema theory-3

3.1.2 Classifications of schema theory-4

3.1.3 Characteristics of schema theory-5

3.1.4 Development of schema theory-5

3.2 The role of schema in translation-7

3.2.1 Schema and understanding-7

3.2.2 Schema and expression-7

4 Analysis of the Mistranslations of C-E Advertising Translation 

 from Schema Theory-8

4.1 Causes of mistranslations of C-E advertising translation from schema theory-8

4.1.1 Schema conflict-8

4.1.2 Schema vacancy-9

4.1.3 Wrong choices of cultural schema-10

4.1.4 Wrong choices of linguistic schema-12

4.2 Three strategies of schema theory for C-E advertising translation-15

4.2.1 Adaption strategy-15

4.2.2 Supplement strategy-16

4.2.3 Replacement strategy-17

5 Conclusion-18

References-