Abstract: This study aims to investigate the application of schema in the advertisement translation. The schema theory claims that the new knowledge is to be possessed only through connecting with the exited one. Only when the two parts interact with each other, can the readers make a fully comprehension of the target text. As a branch of the translation, the advertisement translation processes the same features of the translation. As is known to all, there are two basic requirements in the process of translation: comprehension and expression. In terms of the advertisement, the comprehension refers to the decoding of the source language, while the expression refers to the encoding of the target language based on the pre-acquired knowledge. After the successful application of the schema, the translation will become more acceptable for the consumer and achieve the effect of promotion.    

KEY WORDS: schema theory，advertising translation，translating strategies

CONTENTS

Abstract

摘要

1. Schema Theory 1

1.1The definition of schema theory 1

1.2 The features of schema 2

1.2.1 Being abstract 2

1.2.2 Being hierarchical 2

1.2.3 Being variable 2

2. Schema Theory in Advertising Translation 3

2.1 The relationship between schema theory and text message 3

2.1.1 The features of advertising 3

2.1.2 The principle of advertising translation 4

2.1.3 The strategies of schematic translation 5

2.2. The advantages of schema theory in the advertising translation6

3. Findings of the study 8

4. Limitations of the study9

Bibliography 10

Acknowledgment 11