Creativity in Translation: A Study on Apple’s English-Chinese Advertising Translation based on Communicative Translation Approach

With a focus on creativity, this study investigates the translation of Apple’s English-to-Chinese advertisements in light of Peter Newmark’s Communicative Translation approach. Detailed analysis reveals that Apple’s creative use of translation techniques such as idioms, puns, and network catchphrases, instead of literal translation, effectively produces an equivalent effect on the target audience. This research highlights the significance of creativity in tech product advertising translation, offering insights for advertisers seeking to create compelling and engaging translations.