A Research On C-E Slogan Translation From The Perspective Of Cultural Translation

Slogans, commonly appear in public places, have deeply affected our life. They haveplayed important roles in promoting political stability, economic development,cultural prosperity and raising public awareness. Besides, slogans have becomeuseful tools of international communications. With globalization tendency andChina’s opening up to the outside world, there appears a greater demand oftranslating Chinese slogans into English. Those successfully translated slogans cannot only provide the necessary information and bring conveniences to foreigners, butalso help to spread Chinese culture and to enhance our good international image.On one hand, we witness the prosperity of translating Chinese slogans into English.On the other hand, Chinese and English slogans enjoy different features due to thedifferences in cultural background, natural environment, thinking pattern, religiousbelief, value system, etc. Various problems and even errors plague the C-Etranslation of slogans, which impede the spread of Chinese culture, affect China’sgood international image and general translation environment. Therefore, it isnecessary and of great significance to conduct further researches on the C-Etranslation strategies of slogans.In order to better meet the needs of translating Chinese slogans into English andimprove the slogan translation quality, a great number of researches and studies havebeen conducted on C-E translation strategies of slogans and the general quality ofslogan translation has been improved. However, previous studies and researchesusually center on analysis of specific areas like the advertisement slogans, politicalslogans and sports slogans, etc. Therefore, it is necessary to conducted researches onthe C-E translation strategies of slogans from a broader sense. Among all theprevious studies on C-E translation strategies of slogans, functional translation theoryand text typology are most frequently quoted. Few researches have been conducted from the perspective of cultural translation view. Therefore, a research on the C-Etranslation strategies of slogans from the perspective of cultural translation view isabsolutely necessary.Cultural translation view is one of the most influential translation theories proposedby Susan Bassnett. It marks the beginning of a new era in translation studies since ithas shifted the attention of translation studies from linguistics to culture.At the very beginning, the author starts to collect materials related to slogantranslation strategies and cultural translation view from various means. At the sametime, collecting and observing a great number of slogans translation examples, theauthor tries to summarize the features of slogans, to classify current problems and toexplore the causes of the problems. Guided by the cultural translation view, thisthesis attempts to provide some proper translation strategies for the C-E translationof slogans. And it is expected that this thesis would offer some advice and help tolater studies on C-E translation strategies or on cultural translation view.