A Study on the E-C Translation of Daily Chemical Advertisements from the Perspective of Communicative Translation Theory

Advertising can not only build the image of a brand, but also increase the visibility of the product. Today, as the global economy becomes more and more interconnected, more and more products are pouring into the international market, in which advertising translation plays an irreplaceable role. Due to the differences between Chinese and Western cultures, this paper mainly studies from the perspective of communicative translation theory, and selects naturalization strategies as theoretical guidance, including paraphrasing, additive translation, transcreation, imitation translation and retranslation methods to conduct research on the Chinese translation of advertising slogans for daily chemical products. It is found that when translating daily chemical product advertisements, translators should not only follow the three principles of advertising slogan translation, but also flexibly adopt different translation methods for different texts, so as to continuously increase the cultural value and commercial value of daily chemical product advertising. The purpose of this paper is to provide inspiration for the translation of advertising slogans in the future, and to better promote cross-cultural business communication.