The influence of cultural differences between English and Chinese in advertisement translation and the application of domestication principle

Abstract

Cultural differences are caused by different view on value, belief, different esthetic level, morality concepts and so on. The radical cultural differences between English and Chinese exert deep influence upon advertisement translation. Domestication principle is target culture oriented. And advertisement translation, being set at the reader's level of language and knowledge, is more likely to create equivalent effect, which makes it natural to apply domestication principle. What' more, the vocative function of advertisement requires the translators to strictly follow domestication principle in translation. The effectiveness of domestication principle in English and Chinese translation contributes a lot to successful cross-cultural communication. © 2014 ACADEMY PUBLISHER Manufactured in Finland.