中文摘要：随着经济全球化的深入，一个品牌产品的销售不再局限于某个国家或地区，广告作为跨国企业与目标市场之间的桥梁被广泛应用。许多产品如果想要走入国外市场以及拥有一定的品牌知名度，好的广告必不可少，如果广告翻译的不好甚至可能会引起误会，因此广告的翻译就显得尤为重要。然而，由于语言、文化和思维方式的差异，广告语篇的语言、形式和内容图式在翻译中也不尽相同。本文从图式理论的角度对广告翻译进行了研究，总结广告翻译的策略，希望能为广告翻译提供更多的方法，提高广告翻译的质量。

关键词：图式理论；广告翻译；翻译策略

Contents

Abstract

中文摘要

Chapter One Introduction-1

Chapter Two Literature Review-2

2.1 Schema Theory-2

2.1.1 Definition of Schema Theory-2

2.1.2 Features of Schema Theory-4

2.2  Advertising Translation-4

2.2.1 Translation-4

2.2.2 Advertising Translation-5

2.2.3 Linguistic Principles of Advertising Translation-5

2.2.4 Researches at Home and Abroad-6

2.3 The Relationship Between Schema Theory and Advertising Translation-7

Chapter Three The Application of Schema Theory in Advertising Translation-9

3.1 The Application of Schema Theory in Advertising Translation-9

3.1.1The Application of Linguistic Schema in Advertising Translation-9

3.1.2 The Application of Formal Schema in Advertising Translation-10

3.1.3 The Application of Content Schema in Advertising Translation-10

3.2  Schema Theory Translation Strategy-11

3.2.1 Adaptation Strategy-11

3.2.2 Complementary Strategy-11

3.2.3 Replacement Strategy-12

3.2.4 Research on Schema Theory Translation Strategy-13

Chapter Four Conclusion-14

4.1  Findings-14

4.2  Limitations-15