Author(s)

Hui Liu, Ke Xie

Corresponding Author

Ke Xie

ABSTRACT

As economic globalization accelerates and China’s “opening-up” policy deepens, imported commodities have gradually penetrated the Chinese market, resulting in the communicative role of translated slogans becoming more prominent. This article uses Ch’ien Chung-shu’s sublimation theory to provide theoretical guidance for slogan translation and also proposes to analyse slogan translation by drawing on concepts of “rendering”, “adapting” and “subliming”. The first stresses fidelity; the second is a solution enacted in response to “flavor loss” in translation process and the last envisages the aesthetic surpassing of original texts.

KEYWORDS

Slogans, Sublimation Theory, Translation