理解当代中国背景下的汉派服装品牌广告英译

Advertising Translation for Wuhan Apparels Brands in Understanding Contemporary China

摘要: 讲好中国故事是新时代中国高等外语教育的新使命。讲好服饰故事也是其中应有之义。本文结合语言顺应论，通过对汉派服装广告案例进行分析，探讨了汉派服装广告翻译的过程，归纳了汉派服装广告现存翻译的优劣之处并给出相应的阐释和解决策略。本研究旨在提升汉派服装品牌广告翻译质量和传播效果，助力传播汉派服装，讲好当代中国汉派服饰故事这一目标的实现。本研究也是服饰翻译指导理论与实践相结合的有益尝试。

Abstract: Telling China’s story is the new mission of China’s higher foreign language education in the new era, apparels stories telling included. This paper from the perspective of language adaptation theory attempts to analyze advertising translation cases of Wuhan apparels, summarizes the advantages and disadvantages of C-E translation and offers theoretic explanation and solutions. This research aims to improve the quality and effect of advertising translation of Wuhan apparels brands, contributing to spreading Wuhan apparels and telling the story of Wuhan apparels in contemporary China to the world. It is also an attempt to combine apparels translation guiding theory with practice.