The Advertisement Translation Based on the Prototype Theory

Based on the Prototype Theory, the prototypical feature of advertisement is found to be the combination of three language functions: the informative function, the expressive function, and the vocative function. The advertisement translation means the adjustment of the informative function and the expressive function according to the differences between languages or cultures in order to maximize the vocative function. The faithful translation is the closest to the prototype of the source text but not necessarily the best translation.

Ding, J. H., & Ai, G. P. (2009). Intertuxtuality in advertising translation. Journal of East China Institute of Technology, 28(2), 132-135.

Dong, Y. (2009). Functional strategies and methods of advertisement translation. Journal of Inner Mongolia Agricultural University (Social Science Edition), 11(47), 349-351.

Liu, M. Q. (2012). English varieties and translation. Beijing: China Translation and Publishing House.

Newmark, P. (2001). A textbook of translation. Shanghai: Shanghai Foreign Language Education Press.

Wang, Y. (2009). Cognitive linguistics. Shanghai: Shanghai Foreign Language Education Press.

Wang, S. H., & Wang, Q. (2006). Textual features of English advertisements and C-E advertisement translation. Shandong Foreign Language Teaching, 27(1), 13-16.

Xiao, X. Y. (2021). Three ecologies and three adaptive transformations in E-C advertisement translation. Chinese Science & Technology Translators Journal, 34(4), 40-42.