| With the rapid development of the export-oriented economy in China, many Chinese enterprises have taken more and more part in the international market. They need to improve their fame and images through advertisements. Hence the significance of Chinese advertisement translating has been enhanced in recent years. Chinese advertisements are sharply different from English ones from phonetic, lexical, syntactic, discourse, rhetorical and cultural levels, which are deeply rooted in each other's cultures. All these differences set up the obstacles and challenges for C-E advertisement translation.Traditional translation strategies which attach more importance to source text are not suitable for C-E advertisement translation. Advertisement translation can be considered as a re-creation process. If traditional translation strategies of traditional translations such as "faithfulness, expressiveness and elegance" put forward by Yan Fu, "faithfulness, expressiveness and closeness" put forward by Liu Zhongde, "domestication and foreignization" put forward by Lawrence Venutti, are used, advertisements will not be effective and persuasive, what's worse, they can bore and even offense readers or audience. Advertisement translation should target at readers or audience of target language and conform to their custom, appreciation standards and humanistic values.The promotion and consumption-stimulating functions of advertisements usher the emphasis on culture-fit translation. Unlike translation of other styles, C-E advertisement translation greatly breaks through the confinement of language and seeks the culture-fit into the target language and culture. With these analyses, the author puts forward the C-E advertisement translation strategies from the perspective of Cultural Turn, which emphasizes culture-fit, cultural communications, cultural equivalence, and the feelings of audience or readers of the target language.The four translation strategies are text parsing, adaptation, compensation translation and abridgement. All the four translation strategies have been illustrated by C-E advertisements practice. Text parsing is to disintegrate Chinese advertisement into translatable units, find the corresponding English phrases and then combine these phrases into logical English sentences. This strategy can be used for body part of the advertisement without much culture-specific words, especially for truth statement such as introduction of the company and product performance. Adaptation is to utilize famous English sayings, beautiful poems, impressive lyrics and classic lines for C-E advertisement translation which is the direct reflection of culture-fit. Considering the differences between Chinese and English advertisements, compensation translation requires the translator to find compensatory ways to fit the Chinese advertisement in English culture. By simplification, abridgement is mainly used for Chinese advertisements with a lot of exaggeration and descriptive words, and a list of awards and titles. |
