A Study of Translation Strategies for Science and Technology Advertisements from the Perspective of Multimodal Metaphor Theory ——A Case Study of Huawei Advertisements

Li Wenjing

Anhui Xinhua University

Abstract：

With the development of digital media, advertising texts have gradually exhibited multimodal characteristics, and their meaning construction no longer relies on a single linguistic mode but is accomplished through the synergistic action of multiple semiotic resources, such as language, images, and sound. Taking multimodal metaphor theory as its theoretical framework, this paper explores the cross-modal transformation mechanism of metaphorical meaning in the translation of advertising subtitles. First, this paper reviews the development of multimodal metaphor theory and its implications for advertising translation research and analyzes the conciseness, cultural relevance, and synergy of advertising subtitle translation. Subsequently, taking Huawei brand advertisements as cases, the paper conducts an analysis from three aspects: metaphorical mapping, translation strategies, and translation effects. The study finds that metaphorical meaning in advertisements is mainly constructed through language, visual elements, and product symbols. Through such strategies as literal translation, adaptation, amplification, and free translation, translators achieve an effective transformation between metaphorical meaning in the source language and the cognition of target-language audiences. This paper argues that multimodal metaphor theory provides a new perspective for research on advertising subtitle translation. Subtitle translation should transcend the text-centered perspective and attend to the interactive relationship among multiple modes to achieve the effective transmission of advertising information, brand value, and emotional experience.

Key Words：

;multimodal metaphor; advertising translation; metaphorical mapping; translation strategies