电子广告作为一种广告，其根本目的是通过有效、即时地传达品牌的精神和表达并提高品牌美誉度，增加最终销售。如今，随着竞争的日益激烈，广告可以作为一个很好的渠道，对人们的购买行为有很大的影响。我们都知道，随着经济的快速发展和全球化趋势日益明显，大量的电子品牌纷纷进入中国市场。基于这种情况，如果我们要刺激消费者进行购买的电子产品的决定，我们必须把中国与外国之间的文化背景差异巨大的考虑，同时，确保广告的说服力和吸引力。
本文探讨了消费电子行业的广告翻译以及本土化对广告翻译的影响。认为引入本土化的概念可以为消费电子产品的广告翻译提供一个全新的视角。本文以网上问卷的形式，采用了一种定量的数据收集方法。问卷调查结果以图表的形式进行分析，说明本土化对消费类电子商务广告翻译的影响。这项研究表明，在广告翻译中，满足目标受众的需求比忠实于原文更重要。本文试图在顺应论的基础上，在本土化的影响下，找出合适的翻译策略，为今后消费电子产品的广告翻译提供新的思路。
Electronic advertisement as a kind of advertisement, the fundamental aim is to enhance the brand reputation and increase final sales through effectively and instantly convey the spirit and expression of brands. Nowadays, with the increasingly fierce competition, advertising can be regarded as a good chan-nel to greatly influence people’s purchase behavior. As we all know, with the rapid development of economy and increasingly obvious trend of globaliza-tion, large numbers of electronic brands have entered Chinese market. Based on this situation, if we want to stimulate customers’ desire to make a purchase decision of our electronic products, we have to take huge difference of culture context between Chinese and foreign countries into account, at the same time, making sure the advertisement convictive and attractive.
In this dissertation, we talks about advertising translation in the consumer electronics industry as well as the impact of localization on it. It is believed that introducing the concept of localization can offer a brand-new perspective in advertising translation of consumer electronics. A quantitative method for data collection in the form of online questionnaires is used as a research in this dissertation. The findings resulted from the questionnaire has been analyzed in the form of various charts to manifest the impact of localization on the advertising translation of consumer electronics. This research suggests that in advertising translation, meeting the target audience’s needs seems to be much more important than be faithful to the source text. This dissertation also attempts to find out appropriate translation strategies under the influence of localization based on the rationale of Adaptation Theory to throw new light on the advertising translation of consumer electronics in the future.
Acknowledgments致谢
This dissertation has obtained a great deal of the useful advice comments from my supervisors and my classmates. I would like to extend my sincere thanks to those who have afforded the wholehearted support in my academic chasing.
My deepest gratitude goes first and foremost to my supervisor, Professor Smolienko, who guided me throughout my writing of this dissertation. He in-spired me to select a research subject which I am interested in and provided me thought-provoking suggestions and constructive criticisms, which all turned out to be useful in my research work.
