Cross-cultural Pragmatic Failure In Advertising Translation Between English And Chinese

As modern science and technology are experiencing explosive development, various kinds of media have reached each and every corner of our social life. Advertisements, as an important way of information communication, undoubtedly, can play the role of having certain impact on people's values and lifestyles. In result, advertisements and advertising translation are gaining increasing attention in people's daily life. Therefore, it's safe to say that a research on advertisement language and translation has great significance. It is usually accepted that a successful advertisement should be characterized by being striking, prominent, concise and appropriate. However, with the concept of cross-cultural pragmatic failure in translation put forward, people are attaching more and more importance to cross-cultural communication. As is pointed out by some experts, in terms of language application, there exists a great deal of pragmatic failure in advertisement language, to which enough attention should be paid.We can find the phenomenon of cross-cultural pragmatic failure in numerous facets of people's life. And the fundamental question lies in the pragmatic issue. Therefore, we should approach the problem from the angle of pragmatics—that's to say; we make our research meaningful with emphasis on language understanding and cultural difference.