DOI: 10.5176/2251-3566_L318.85
Authors: Ji Xiaoxiao
Abstract: Advertising is not only a kind of economic activity, but also a cultural exchange. Its purpose is to stimulate people's interest by introducing products. With the development of global economy, advertising is not only limited to a country, so advertising translation has become particularly important. Schema theory is a theory used by cognitive psychologists to explain psychological processes. From the perspective of schema theory, translation is a process in which the translator uses the schema to decode the source language and the target language is re-encoded. This paper analyses through the linguistic, content, and formal schema based on the cosmetic advertisement, and discuss the translation strategies. Only do we fully understand the original schema and adopt proper translation strategies can we create a good advertisement.
Keywords: component; advertisement; translation; schema Introduction
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