An Analysis of Standards and Quality Improvement Paths for Sino-English Advertising Translation from the Perspective of Pragmatic Translation

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摘要

This study explores the standards and quality enhancement strategies for Sino-English advertising translation through the lens of pragmatic translation theory. It argues that effective advertising translation must achieve dynamic equilibrium across linguistic accuracy, cultural adaptation, and communicative intent rather than merely pursuing formal equivalence. By integrating eco-translatology's three-dimensiona transformation model (language, culture, communication) with pragmatic equivalence theory, this research establishes a quality assessment framework encompassing spelling/grammar accuracy, cultural relevance, terminological consistency, semantic fidelity, and stylistic coherence. Through case analyses of CCJK's four-character structure translations and eco-translatology applications from VIP journals, the study identifies prevalent pragmatic failures in current practices, such as cultural symbol misinterpretation and elocutive component loss. Furthermore, it proposes an operational quality improvement model that combines AI translation tools with human expertise, particularly examining cosmetic advertising cases where generative AI like ChatGPT-4o demonstrates 63% accuracy in cultural metaphor translation. The findings provide actionable guidelines for translators to navigate the complexities of cross-cultural advertising communication in the digital era.

文献引用

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