The Influence Of Culture On Publicity Translation Teaching

Translation is more than a sort of linguistic activity, especially a cultural interaction,and thus cultural differences exert great influences on translation. In publicitytranslation, there are similarities between the source language and the target languagein diction, sentence structure and social connotations, translation is easier, which isthe active factor of cultural elements. However, languages from different languagefamilies differ greatly in culture. The main discrepancy may just rest on culturalbackground, instead of words, sentence structure, and rhetoric devices. Thus, thenegative influence on translation arises when cultural differences are ignored.Namely, learning a target language one should acknowledge its culture. Translation isan absolutely necessary technique to grasp a foreign language and students must paymore attention on the effect of cultural elements during the translation activities.In China, the standpoint that language is only a series of literal assemble influencesthe teaching of translation for a long time. The focal point on sentence by sentencetranslation was caused by the out-dated teaching method and teacher‘s lack ofknowledge, which leads to the poor efficiency of translation teaching. Apparently, alot of translation teachers who ignore the effect of cultural factors on translation stilltake time studying linguistic factors on vocabulary and sentence structure. Theteaching of PT for English majors is also confronted with the same problems.However, the cultural factor is one of the most important factors which affect theeffect of translation teaching. This paper has a purpose of studying the effect of culture on PT teaching byemploying the schema theory. The author hopes to enhance translation learners‘cultural awareness and interpretation competence.In conclusion, students should try their best to cultivate their awareness of culture,which is of great importance in promoting translation competence.