STUDY ON THE SUBTITLE TRANSLATION FROM THE PERSPECTIVE OF ECO-TRANSLATOLOGY—A CASE STUDY OF CHINESE- ENGLISH TRANSLATION OF YAO-CHINESE FOLKTALES

In recent years, under the strategic background of national cultural soft power construction, the domestic animation industry has shown a rapid development trend. The output of China’s image in domestic animation is not only an important channel to tell the story of China, but also a showcase of Chinese culture going abroad. Guided by Ecotranslatology, this study uses the principle of three-dimensional transformation to explore how to show cultural self-confidence and achieve communicative purposes in the translation of animated subtitles, taking Yao-Chinese Folktales, a popular domestic animated series in 2023, as an example. It is found that translators often choose appropriate translation strategies, methods and techniques to achieve translation effects in linguistic, cultural and communicative dimensions, promoting full communication between the source culture and the target culture. The purpose of this study is to provide reference for the subtitle translation of domestic animation and make contribution to the enhancement of international influence of Chinese animation and Chinese traditional culture.