| In this increasingly integrated world market, our society is presenting an appearance of diversity than ever in history, not only materially, but also spiritually. As a favorite form of recreation and entertainment, films, especially American films, are getting increasingly into the lives of the people in China. American films take on the largest part in the world film market, whose influence is the widest, strongest and lasts the longest. Since the reform and opening up in the late 1970s, China is increasingly involved in the world market, introducing diversified foreign products, including American films, which steadily flow into Chinese market. Meanwhile, Chinese film industry is growing rapidly, with its influence not only at home but also abroad. Chinese films constantly win awards in major film festivals and more foreign people are interested in seeing Chinese films. With this great trend, the introduction and publicity of Chinese films have been put on an urgent agenda.Film titles, which are the first thing the audience come to know about new films, are of great importance. The title to the film is as much as the map to the traveler. Therefore, the proper translation of film titles is particularly important and even to the degree of helping decide whether the films are well accepted or not within other countries or cultures.This paper analyzes the nature of film title translation, which belongs to advertisement translation, not literary translation. And its standard is the needs of its target audience. Based on an analysis of the present situation of American and Chinese film title translation and the characteristics of English and Chinese film titles, this paper will introduce general principles and specific techniques of English and Chinese film title translation, which are followed by the requirements for film title translators. For the application of the theories concluded there are case studies of some existent film titles in the last part of the paper. |
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