The Introduction Of Western Advertising Translation And Enlightenment

After the reform and open policy,our country open doors,Ding Yunpeng in 1979 published "to advertising name",after a century of China's advertising industry in silence starts to recover,and development with Lightning speed.The rapid development of the industry in urgent need of theoretical support,In this background,as a external discipline of advertising gradually introduced from the west.After the brewing pioneering period until around 1983 years ago,Since the opening of advertising professional from Xiamen university,Advertising in our country's education go through the 80 s to 90 s exploration stage,the rapid development of the mid-90-s,and since the late 90 s integration period.Therefore this article title of "new period" as 1983 for the beginning,by 2015,a total of 32 years.In this 32 years of its development,the introduction and absorption advertising theory from western plays a bridge role,The publication of the translation as one of the important carrier,is indispensable.Literature translation is the most important ways of the world cultural exchange in the context of globalization,is a great force to promote the progress of human civilization,is an important means of sharing of human knowledge and wisdom.Surrounding the subject of introduction and influence of western advertising theory in our country in the new period,I use the law of literature and history method,On the premise of the development of Chinese advertising more than thirty years,translation published 32 years of advertising translation as the carrier,induction and analysis in stages.advertising translation in the process of communication in the future was put forward to deal with good relations and problems.The following,this article will mainly divided into three parts,a total of five chapters to detail.The first part,an introduction.Mainly for "the introduction of western advertising in China since the new period and influence" issue,review the achievement of research,and put forward the content of the study and application of research methods in detail.The second part,in the new era in stages since the introduction of the publication of the translation is discussed.In 32 years between mainland China and Taiwan have published compiled on the basis of the translation,the author draw out the publication number line chart,which is 1983-1983 on the introduction of western advertising course is divided into three stages,the stages of the introduction of background and basis,the introduction of general situation and the features of representative translation,introduction and the introduction of the influence of the detail.Specific include:The second chapter,with the introduction of "guiding practice" as the goal.(1983—1994)The third chapter,to the introduction of "Chinese style" as the goal.(1995—2007)The fourth chapter,aimed at "deposit" reflection.(2008—2015)The third part,32 years the introduction of advertising bring enlightenment to China.Pointed out that in the western advertising appeared in the process of introducing some of the problems and misunderstandings,and advertising translation in the future was put forward in the process of introducing to follow some rules,and some have to deal with good relations.