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ve conducted among literary genre, while few studies have focused on advertising genre. Secondly, this research would enrich the relative topics about Postcolonial Translation Theory such as power relations, cultural hegemony and ideological penetration in advertising field. Thirdly, this research will try to explore some possible reasons for the translation characteristics of multimodal advertisements between two countries with power differentials from the perspective of Postcolonial Translation Theory, which will break through the limitations of single analysis of cultural factors in advertisements, and may provide some theoretical implications for advertising translation between different countries.  

Chapter 2  Literature Review and Theoretical Foundation

2.1 Previous Studies Abroad and at Home

2.1.1 Previous Studies on Multimodal Advertisements Abroad and at Home

(1) Previous Studies about Multimodal Advertisements Abroad

In terms of previous studies abroad, most scholars have investigated multimodal advertisements from the perspective of social semiotics. Kress and van Leeuwen (1996) pointed out that “advertisements, including print adverts, are primarily multimodal, as they are part of a compositional structure”①. Sandra (2004) has pointed out that “it is impossible to analyze international advertisements without considering the multimodal and multilingual features of texts”②. By studying the print advertisements of Colgate and Clarins, he regards that the use of different semiotic patterns and languages can help us to explain the layers of code used in the transmission of advertising message (Sandra, 2004). In his research, he realized that the same product advertisements have different characteristics in different countries, and finally found the influence of national power behind. Besides, some scholars have pointed out that “Multimodality” is a term which refers to the co-presence and mutual linking of multiple semiotic resources at different levels in communication (Senoz & Atasoy, 2019). They thought that texts are multimodal structures, which contain complex modalities and combine various semiotic resources such as language, image, music, sound and typography, and have pointed out that advertisements are one of the most ideal multimodal text examples because of their potential of combining and integrating highest levels of different semiotic modalities. In addition, some scholars have studied multimodal advertisement by analyzing a Pakistani TV based on a Socio-Semiotic analysis, and argued that a multi-perspective approach can facilitate interpreting the social meanings of visual texts significantly (Jabeen & Cheong, 2022).

2.2 Theoretical Foundation

2.2.1 The “Cultural” Turn of Translation Studies

In the 1950s, scholars mainly focused on the “linguistic” level to conduct translation studies under the thinking mode of “Structuralism” which views that meaning is unified and has identical meaning in texts between languages and cultures no matter how it changes. 

After the 1970s, more and more scholars have realized the influence of culture factors on translation, and therefore advocated to reconsider translation from a macro cultural context. Besides, many factors beyond the linguistic level also have entered into the vi本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。