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

摘要：

本文从图式理论的视角下，对广告语进行研究。通过对图式理论知识查阅和理解，充分认识到新的知识只有与现存的知识框架紧密联系，实现二者真正的相互作用，读者才能对所读文本进行正确高效的加工处理。众所周知，在翻译的过程中，有两个最重要的基本要求即：理解和表达。广告语翻译作为翻译的一个分支，也是如此。从广告语的角度上来看，理解就是对广告原语的图式解码，而表达则是在利用已有知识的前提下对目的语进行再编码，使得广告语在宣传的时候更容易被大众所接受，进而实现广告自身的宣传效果和目的。

关键词： 图式理论，广告翻译，翻译技巧

1 Schema Theory
1.1 The definition of schema theory
Barlett（1932）, as the first person who first definite the concept of schema claimed that “schema is a dynamic recurring pattern of organisms-environment interaction”. “It plays a part in any harmony sensory-motor system; it’s knowledge units about the world, events and actions, in order to help people to form the expectation during the cognition progress”. (Eysonck and Keane, 1995). Rumelhart (1970s) also regarded “schema as knowledge units which contain the cognition of a series of events”. Cook (1994) explained that “schema is a mental structure”. Different strokes for different folks. With different motivation, scholars conducted different researches on schema from diverse aspects. As result, there come the various types of schema theory.