浅析广告词翻译中词的不对称现象(2)
1.1 Significance of the research
As the fast development of globalization, China has entered WTO successfully in 2001,therefore the China has established close relations with other countries in economy. On one hand, foreign countries wants to pour their products into China to draw more people’s attention and to let their culture and ideas known to the world and expand their influences in the world; on the other hand ,Chinese companies advertise with the purposes of attracting more consumers and promoting their goods abroad to get an international fame.
In this circumstance, economic cooperations and communications is getting more and more important, thus attaching a great importance of advertising. There is no doubt that the translation of English and Chinese advertisement is important because good advertisements can be helpful in promoting products and attracting consumers’ attention. However, there are some difficulties which are common to see when translators are doing their translation. “Because English and Chinese have different linguistic characteristics, such as family relationship(one Indo-European, the other Sino-Tibetan), phonetics(one intonation language , the other tone language), grammar(one overtness, the other covertness), syntax(one hypotaxis, the other parataxis)and so on. ”(Han Xia, 2005:75) Besides, English-speaking countries and Chinese-speaking countries have very different social environment which includes geography, history, culture and so on. And then because advertisement is very pragmatic and persuasive, translator should pay attention to the context of translation. From what are stated above, there many reasons resulting in the asymmetry between the translation of English and Chinese advertising. This thesis intends to analyze the causes of this phenomenon and tries to make a conclusion of the principles of translating English advertisements into Chinese .