从生态翻译学出发分析苹果公司广告词汉译——以iPhone 16系列为例

An Analysis of the Chinese Translation of Apple’s Advertising Slogans from the Perspective of Eco-Translatology—With the iPhone 16 Series as a Case

摘要: 本文以胡庚申教授提出的生态翻译学理论为框架，聚焦其适应与选择的核心理念以及语言维、文化维、交际维的“三维转换”策略，深入分析了苹果公司iPhone 16系列产品广告词的汉译。研究选取iPhone 16系列代表性的广告标语作为具体案例，旨在探讨苹果广告翻译如何在全球化的营销语境下，通过有效的适应性选择转换，在中文环境中实现最佳的传播效果。本研究发现，苹果广告翻译在复杂生态中主动适应目标市场语言习惯、文化心理及交际需求，是科技产品本地化的优秀成功案例。本研究体现了生态翻译学理论在广告翻译领域的适用性，也为科技产品全球化传播中的本地化翻译策略提供了实践启示。

Abstract: This study employs Professor Hu Gengshen’s Eco-translatology theory as its framework, focusing on its core tenets of adaptation and selection and the three-dimensional transformations of linguistic, cultural, and communicative dimensions. It conducts an in-depth analysis of the Chinese translation of advertising slogans for Apple’s iPhone 16 series. Representative slogans from the iPhone 16 series serve as case studies, aiming to explore how Apple’s advertising translations achieve optimal communication effectiveness in the Chinese context through effective adaptive selection and transformation within the globalized marketing environment. The research finds that Apple’s advertising translation proactively adapts to the target market’s linguistic conventions, cultural psychology, and communicative needs within this complex ecosystem, representing an exemplary success case of technology product localization. This study demonstrates the applicability of Eco-translatology theory in the field of advertising translation and offers practical insights for localization translation strategies in the global dissemination of technology products.