英语论文网

ence is" All men are created equal", By using this borrowing sentence ,Toyota make its declaration that the quality of their cars is much better than others’. 3.7 Difference of aesthetics[8] The public aesthetics has a close tie to the advertisement translation. Aesthetic mind is a integrated cultural consciousness involving political standpoint, religious concept, life style, customs and habits...etc.. The psychology structure of Chinese citizen is known as "humanity", "practicality", " endurance”. The formation is special to aesthetic mindset, which is mainly subjected to the Confucian thought method influence of" the doctrine of the mean”. Aesthetic requires to be" astringent" and is beautifully-unified. Compared with western esthetic sense of blatant mentalism, Chinese aesthetic may come more objective. The western aesthetics emphasizes the corpus affection and imagination intuitional beauty. This difference of aesthetics has resulted in the difference between Chinese and western advertisement culture. Chinese shows a kind of unified value to their culture, they believe in the authority, common opinion, boon rather than fact, motif, and the personality comes on top of other factors. While the westerner’s cultural psychology is complicated in the structure which is on the basis of “human root ” “recognition” and “behavior”. 4.Impact on Advertising Translation Because the advertisement is a world-wide product, the advertising translation is worthy of being mentioned. Bad advertising translation can result in the sales failure. So this chapter introduces four ways to deal with the problems in the advertising translation. 4.1 Problems in advertising language translation Following the economic enhancing, the economy becomes global and every nation’s products, come to the world market. Therefore, the advertisement plays a decisive role. So the quality of the advertisement translation between English and Chinese has the direct effect on the products’ sale and image in the international market. Culture differences in international marketing make the potential for a global brand advertised with global message very limited. Therefore, translating of an advertisement in one should invariably take the target culture into account. In order that effective communication may take place, consumers’ perceived meaning. The most cost-effective way to do this seems to develop a global product and communication concept and to allow for local adaptation of the message . . . 4.2 Requirements of advertising language translation "Advertising translation is a commercial activity with predetermined purpose." [9] (P95) Some people advocate that criteria of advertisement translating are naturalness, exactness. This idea is applicable to almost all kinds of translating practices. Some people claim that advertisement translating can not follow the conventional translating paths; neither literalism nor free-ism would do [9] [10] but they do not address the problem from the same perspective; Some approach it from the angel of marketing and others. Out of the consideration of interlingual communication, all give the hint that advertisement translating is practically oriented. "The very nature and purpose of advertising determines advertising translating to be more than conventional translating. More often than not it is more of rewriting and recreating. Mr.靳涵身observes, “The work (advertising translation) is restricted so