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sion of translation researchers, who thought that translation is not just an act of communication between two languages, but also is a special political and cultural act. Many factors from two different cultures of the source and target language are involved in the process of translation, which would push the translator to produce out target texts with different forms and influences. 

In 1990, Bassnett and Trivedi have co-published the work Translation, History and culture, which is regarded as a symbolic declaration of the “cultural turn” in contemporary translation studies (Bessnett Susan & Harish Trivedi, 1990). They advocated that the unit of translation should turn from “text” to “culture”. 

After the 1990s, the “cultural” turn in translation studies has been further expanded to cross culture and multiculturalism. Under this context, the Postcolonial Translation Studies emerged and has become a new force in the translation field. The new perspective about translation has separated translation studies from the traditional field of Linguistics, and brought external factors such as politics, historical development, power and culture and so on into the research scope. 

Chapter 3 Research Methodology ........................ 16

3.1 Research Questions ......................... 16

3.2 Research Target ............................... 16 

Chapter 4 Results and Discussions ........................... 26

4.1 The Characteristics of Multimodal Advertisements on Apple (US) ................26

4.1.1 Verbal Signs Analysis ....................... 26

4.1.2 Non-verbal Signs Analysis ............................ 31 

Chapter 5 Conclusion ............................ 71

5.1 Major Findings of this Research ......................... 71

5.2 Implications of this Research .................................... 72

Chapter 4 Results and Discussions

4.1 The Characteristics of Multimodal Advertisements on Apple (US) 

This research has firstly analyzed the characteristics of multimodal advertisements on Apple (US) from four aspects: language, text, pictures and videos. In order to make a further study, the researcher will divide the analysis into verbal signs analysis and non-verbal signs analysis. The following are some findings and results.

4.1.1 Verbal Signs Analysis

(1) Language

The Apple official has chosen English as the advertising language on the source official website Apple (US) in that English is the official language of the United States. As we all know, the United States is called a “melting pot” with different ethnic groups, including Native Americans, Asian and African Americans and so on, which may have their own local languages. However, it seems that other languages were not taken into consideration by the Apple official from the United States as the language of product advertisements on Apple (US). The language appeared in the advertising texts, pictures and videos are almost in English, and Chinese is the only one “other language” which has appeared for once in an advertising picture on Apple (US). 

(2) Texts

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