The Research Of Advertising Languages Translation Between Chinese And English Based On The Differences Of Cultural Schema

Pierre Hubin(1972)proposes that advertising languages are translatable.Then,domestic and foreign scholars studied the translation of advertising languages from different perspectives,including the "loyalty" of translation,translation strategies,inter-semiotic translation,the target readers of the translated versions of advertising languages,translators,and theories(Functional Equivalence Theory,Relevance Theory,Teleology and Schema Theory),but few scholars studied the translation of advertising languages from the cultural schema on the basis of Schema Theory.Besides that,scholars begin to do translation researches.on the basis of Schema Theory from 1990s.They not only demonstrated that schema plays an important role in translation,but also indicated that cultural schema is translatable.Therefore,the researches on advertising languages translation based on the cultural schema of Schema Theory can be done.The research of translating advertising languages between Chinese and English on the basis of the differences of cultural schema between Chinese and native English speakers is done by text analysis.Moreover,two questions are explored in this research.First,whether the differences of Chinese and English advertising languages are caused by the differences of cultural schema between Chinese and native English speakers,which can impede the translation between Chinese and English advertising languages.In other words,whether the differences of cultural schema between Chinese and native English speakers are the factors that impede the translation of advertising languages between Chinese and English.Second,if so,translators can be guided by what kind of translation strategies and use what kind of translation skills in practical translation to deal with the translation impediments which are caused by the differences of cultural schema between Chinese and native English speakers.After the research,it is firstly found that the differences between Chinese and English advertising languages are caused by the differences of cultural schema between Chinese and native English speakers,including defaults of cultural schema and conflicts of cultural schema.Thus,the translation between Chinese and English advertising languages is impeded by the differences of cultural schema between Chinese and native English speakers.Second,the conflicts of cultural schema between Chinese and native English speakers,including the conflicts of philosophy,ethics,value orientations,and aesthetics,impede the translation of advertising languages between Chinese and English.Third,translators can use the translation skill of amplification guided by the translation strategy of foreignization or use the translation skill of omission guided by the translation strategy of domestication to deal with the differences of advertising languages between Chinese and English that are caused by the defaults of cultural schema between Chinese and native English speakers.Fourth,translators can use the translation skill of adaption guided by the translation strategy of domestication to deal with the differences of advertising languages between Chinese and English that are caused by the conflicts of cultural schema between Chinese and native English speakers.There are practical significance and theoretical significance of this research.On the one hand,it may help translators deal with the impediments of translating advertising languages between Chinese and English that are caused by the differences of cultural schema between Chinese and native English speakers and promote the circulations of commodities between China and English-speaking countries.On the other hand,it may promote the development of researches on translating advertising languages and may be referenced by scholars who do further researches on translating advertising languages.