the-research-on-cosmetic-advertisement-translation-in-light-of-functionalist-theory基于功能主义理论的化妆品广告翻译研究

TheResearchonCosmeticAdvertisementTranslationinLightofFunctionalistTheoryIntroduction1.1LiteratureReviewSincethetimeofChinaaccessedtotheWTO,thetradesbetweenChinaandotherforeigncountrieshavebeenincreasedrapidly,manyoverseasproductshavebeenenteredintoChinesemarket.Withthedevelopmentofscienceandtechnology,massmediahasbecomethemainlyapproachforpeopletocomeintocontactwithvariousinformation.Weshouldknowthatadvertisementisakindofofferwhichglobalconcentrationwouldnoteffectualiftherewasnobodywantstobuytheirproducts.Itmakespeoplehavetheknowledgeofsomethingandwanttopurchasethem.(TanHuinig,2013)Thereforetheadvertisementisusuallybeingexaggerationandoverestimatedoftheirproductstoappealtothecustomers.Asforthecosmeticadvertisementtranslation,itisneededforthetranslatorstotranslatingaccordingtotheculturalandSkopotheory.Inearlierstudies,thescholarsfoundthatadvertisementtranslationresearchhadbeenfocusedonbasicaspects,suchastextmessages,beautyoflanguage,consumerpsychology,butsincethelate1990s,theresearchersgraduallyturnedtheirconcernstothedifficultpointsofcosmeticadvertisingtranslation,suchastherhetoric,affectivefactorstransition,brandimagereproduction,trademarkfeaturepreservation.(Liming,MaCaimei,2005.02)Overtheseresearchaspects,thecultureconflictshavebecomemoreandmoresalient.Thefunctionalisttheoryisawayofinteractingvariousinformation,theaimofcosmeticadvertisementtranslationistoconvertthewesternculturetoChineseorothercountries’culture.Meanwhile,thedistinctfeaturesofcosmeticadvertisementsmakeitdifferentfromotherpublicitymode.BoththeequivalencetheoryandSkopotheoryneedtobenoticedonthistopic.1.2SignificanceTranslationisalanguagetransferprocesswhichcontainedwithartisticre-creation,messagetransmission,andculturalcommunication.Toachievethecommongoalofunderstanding,thepartsthathaveparticipatedinthetranslationareassociatedwitheachotherbutalsolimitedeachother,whiletheyarealsospreadingtheimagines,passingonthemessages,artisticinnovationandculturalbuilding.(JiaZhengchuan,2005)Fortheseekofmorefreelytradesandcommunication,andespeciallyforthewomenwhowouldlovetomakeup,weshouldhavebetterunderstandingofthosedifferencesbetweendifferentcountriestoachievetheperfecttranslationrequirements.Everyadvertisementisaimingatexpressingathemeandnovelty,cosmeticadvertisementisjustatypicallyexample.Ithasgreatinfluenceonpromotingtheseller’scosmeticproducts.Ifwecantranslatethemparticularlyandattractively,theproductswillbecompetitiveinmarket.Morespecifically,cosmeticsadvertisementtranslationconcentratesonbothculturalandlinguisticfactors;manyofthemhaveindirectmeaningsthusthedeeperinquiryaboutthisfieldisnecessary.1.3Data﹠MethodologyThereareseveralcosmeticsadvertisementsinstancestheauthorusedinthisthesiswhicharecamefrommagazines,TVs,websitessuchasYouku,Sohu.Ontheotherhand,therearesomecosmeticbrandswerechosenforanalysis.TheyareAnnaSui,Chanel,Maybelline,Revlon,andMaxFactor,etc.Allofthemarechosenbecausethattheycouldbetherepresentativeadvertisementsofdifferentaspectsofcosmetics.ThetheoreticalframeworkcomesfromthefunctionalisttheorywhichemphasesonSkopo’stheory.Inordertofindmorerespondsandfeedbacks,themethodsofcomprehensiveliteraturereading,thecombinationanalysisoftheoryandpracticewereimplemented.2、AdvertisementTranslationandItsRelatedInformation 2.1CosmeticAdvertisementWehaveseenmanyadvertisementsinourdailylifeandhavearoughlyacknowledgementaboutit,butwhenwelookbackonhumandevelopmenthistory,wecouldfindthatthemorecivilizedthesociety,themoreadvancedinnovationwillbecreated,justasitgoes,theappearanceofadvertisementandcosmeticmarkedthehumanbeingshaveenteredintoanothernewage.2.1.1DefinitionTheadvertisementistargetedatsomespecificrequirements.Throughcertainmediamethod,itwaswidelytransmittedtheinformationintothepublicbypropaganda.Theadvertisementusesdiversifiedofhighlyrefinedinformation,byutilizingtheartistictechnique,advertisingittothepublicthroughmediumdissemination,finallyinfluencingthepeople’sbehaviorandstrengthenorchangetheirthoughts.Theadvertisementmainlyaimsatsellingproducts,serviceortheidea.2.1.2TypesAdvertisementdividesintonon-economicaladvertisementandeconomicaladvertisementaccordingtoitsprofitability,thenon-economicaladvertisementreferstodon’ttakegainastheadvertisementgoal,suchasthegovernmentadministrativedepartment,thesocietyinstitutionandevenindividualannouncement,thestatementandsoon.Themainpurposeisthepromotion(ZhuJinghua,LiuXiaojuan2007)theotherkindofadvertisementistheeconomicaladvertisement,alsocalledthecommercialadvertising,takinggainsastheadvertisementgoal.Asanimportantcommunicatingmethod,itisusuallyusedbythecommodityproducer,theoperator,whichtheyaretocommunicatewithconsumers,seizethemarket,andpromoteproduct.However,themainpurposeistoexpandeconomicefficiency.Accordingtotheadvertisementmedium,theadvertisementcandivideintotelevisionadvertisement，newspaperadvertisement，magazineadvertisement，radioadvertisement,outsideadvertisement,directadvertisement,cinemaadvertisement,packageadvertisement,internetadvertisement.Amongthese,newspaperadvertisement，magazineadvertisement，radioadvertisementarethemosttraditionaltypes.Accordingtothemanifestationclassification,itmaybeconsistedbypictureadvertisement,writingadvertisement,performanceadvertisement,andcomprehensiveadvertisement.2.2CosmeticAdvertisement2.2.1TheFunctionsofCosmeticAdvertisementTheadvertisementplaysextremelyimportantroleintheentirecommercialoperationprocessandhasalsomoldedoursociallifetoacertainextent.Butthecosmeticsadvertisementhasaffectedthecustomerstoagreatextentwhethertopurchasetheproductornot.Thepurposeistobroadenthemarketshare.Besides,thecosmeticsadvertisementmanufacturestandardalsoclearlyrevealsthebrandrankinasense.2.2.2FeaturesofCosmeticAdvertisementFirst，themostimportantcharacteristicofcosmeticsadvertisementistocatertheestheticpsychologydemandofourcommunity.Theresearchdemonstratedthefemininearemorelikelytobeperceptualcognition.Thisisalsoaspecialcharacteristicoffemininepsychological.Itismorelikelytouseperceptualmethodforfemaleratherthanrationaltechnique.Second,thedisparitiesinageresultindifferentdemandtothecosmeticsoffemale.Forexample,theage,theskincharacteristicsandpersonallyfavor,canaffectthemintheirconsumptionbehaviors.Thereforethecosmeticsadvertisementmustbecarefulinthesedifferentdemands.Moreover,wordneedtousegentlyandbeautiful.Synopsisindicationalsoshouldbeingenious.Majorityofthefemalearefondofgentleandbeautifulthing.Byusingadvertisementwordgracefully,theconsumercanbeproducedwithsenseofjoy,andwillbeconfidentabouttheproducts.Theingeniousutilizationofbeautifullanguage,similarlyfemininecanbedeeplyimpressed.Finallyistheproductspecialization.Nowcosmeticstypesareincreasing,atthesametimeconsumerswouldliketochoosetheproductingredientsofconsideringwhetheritissafe,orifthebrandshavespecializedauthority.Bynowthelanguage,peculiarityofproductsandthecleanmarkarealltheimportantparts.ForexampletheEstelauderAdvancedNightRepairEyeSynchronized,itsadvertisingcommentarysays:30yearDNAscientific，repairandmaintenanceinthemidnight,letskininfullnight'ssleep，wakeuptheyouthinthemorning.Thisadvertisementmanifestedtheproductprominentlythespecializationandtheimplicationscientificingredient.Althoughitsauthenticityisnotnecessarily100%,itattractscustomers’visionsufficiently.2.2.3InadequacyofcosmeticadvertisementtranslationThedevelopmentisalwayskeepsgoinginourhumansociety,whileitcanonlygofurtherafterthemistakesareamended.Inthefieldofcosmeticadvertisementtranslation,therearealsosometypicallymistakeswhicharemadebyourprocessorsneedtobenoticed.Forexample,avideoadvertisementofLancome:-Whatmakewomenbeauty?–Happinessandenergy.Andthe“energy”wastranslatedinto力量,whichisimpertinentinmypointofview,itwouldbebetteriftranslateditinto“能量or活力”.AndanotherexamplethatisfromDouble,theChinesesourceversionis“真情永不变，大宝天天见”wastranslatedinto“Lovewillneverchangesinceyouseedoubleeveryday”,theliteraltranslationhasnotconveyedtheprofoundmeaningofDouble,butifwetranslateditinto“Trueloveisforever,asyouseeDoubleeveryday”,itwillbebettertoconnectthetruelovewithDoubleandemphasizedonitscentury-oldbrandanditissimilartotheadvertisement“adiamondisforever”,whichmakesitmoreeasilytomemorize.2.3AdvertisementTranslationThesearethetypesofadvertisementtranslationandthusthetranslatorsshouldhavethequalityofsolidtranslationconsciousness.Easternandwesterncountrieshavegreatdifferencesinculturewhichaffectsthecommunicationandcomprehension,andsimultaneouslyaffectstheadvertisementtranslation.2.3.1AdvertisementTranslationAbroadTheadvertisementtranslationwasderivedfromabroad.Asweallknow,Nida'stranslationtheory,"function"and"dynamic"equivalenceintranslationisbasicfoundation.Manytranslatorshavebeenmakingusingofthistranslationtheorytosolvetheirproblems.ThenGermanReiss,Vermeer,Nordhavemadegreatcontributiontotranslation.2.3.2AdvertisementTranslationinChinaSincethe1980's,theadvertisementtranslationresearchhasbeenseenallovertheworld,butthecosmeticadvertisementtranslationresearchwasstarted10yearslater.TheearlytimeismainlyaimingatwhichconcreteadvertisementEnglishtranslatesexists,hereaftertheresearchcontenthasbeenpenetrateintothestageofprincipleandstandardofadvertisementtranslation.Theresearchersembarkedfromdifferentaspects,suchaswritinginformation,languageestheticsense,consumerpsychologyandsoon.2.3.3InadequacyofCosmeticAdvertisementTranslationBecauseofthedifferencesinChineseandEnglish,thetranslationdoesn’taccuratelyexpressthewholemeaningofcosmeticadvertisement.Sometimes,becauseoftheseculturaldifferences,advertisementtranslationmaybringmanyproblems.Forexample,the“Long”inancientChinawasthesymbolofimperialhighestauthority.Inthetraditionalcustomsitwasalsothesymbolofpropitiousanimal.ThereforemanyChineseproducts,theplaces,andevenchild'snamealsofrequentlynamedafterthe“Long”.HoweverdragonintheWestisakindoffierceness,cruelmonster,andsymbolicterrorfearfulthing.Sothe“LongCard”can’ttranslateintolongcardorDragonCard.3、IntroductionofTheoreticalFramework3.1HistoricalBackgroundofFunctionalistTheoryIn1960s，TheGermantranslationdomainhadmadeagreatprocessinthetranslation.Alongwiththeeconomicglobalizationdevelopment,thetranslationactivityisgettingmoreandmorefrequent.Eachkindoftexttypetranslationdemandrapidlyincreases.Thenon-literaturetextbecomestheimportantpartintranslationresearch;Germanfunctionaltranslationschoolofthoughtarisesatthehistoricmoment.Mainlyrepresentativepersonageofschoolofthoughtis:KatharinaReiss,HansJ.VermeerandChristianeNord.TheGermanfunctiontranslationschoolofthoughthasprovidedthebrand-newangleofviewforthetranslationfundamentalresearch,itincludesonbehalfofthetheory:Reiss'sfunctionalcategoryoftranslationcriticism，Vermeer'sskopostheory(TanZaixi2002)3.1.2RulesofFunctionalistTheoryTheinformationtextusualwritingissimpleandtakesthecontentasthecenter,theinstituteCheninformationincludingthefact,knowledge,viewpointsandsoon.Thetransmissioninformationlanguagecharacteristicislogical,humanrelationsfocalpointisthecontentor“thetopic”.Expressiontextsreferto“thecreativework”,thecreativestructureandtheestheticvalueisthecentralcontent.Theauthorortheinformationtransmissionstatusisremarkable.Theexpressiontextmayincluderichimaginationsandthecreativeliterarywork.Operationtextgoalisto“urgethemotionrespond”,throughpersuadeandadvise,therequestinfectsthereader.Ricebelievedthatthemainfunctionoforiginaltexthasdecidedthetranslationmethod.MandyhasgiventhehighappraisaltoReiss,“Reiss'theoryhadsurmountedthepurelanguagestratificationplane,andopensupthefieldofvisiontothetranslationhumanrelations”.

(JiaWenbo2004)3.1.3PrimaryRepresentationofFunctionalistTheoryReiss'studentHansJ.Vermeerhasbrokenthroughthefetterofequivalenttheory,anddevelopedthefunctiontranslationtheory,thatistheskopostheory.Hebelievedthatthetranslationtakestheoriginaltextasfoundationaction;thetranslatorregardsthemastranslationbehavior,andisresponsibleforfinalization.Otheranybehaviorsarelikelytobethesame,whicharealsocontrolledbythetranslationgoal.Anyformoftranslationbehavior,includingtranslatesitself,areregardedasthebehaviorandhavetheirowngoals.Inthistheoryframe,themostimportantattributewhichhavedecidedthetranslationgoalisthetranslationanticipatedreceiver,andnormallytheyhavetheirownculturalcontextknowledge.Allofthetranslationsaimatreceivingcertainlyaudiences;thereforethetranslationsarein“thegoallanguagesceneforsomekindofgoalaswellasthegoallanguagewhichisproducedtheaudiences”.KatharineReissReisssuggestedthatlanguagetranslatestheunit,butnotthewordorthesentence,thereforealanguagestratificationplaneisneeded.Reissattemptedtoestablishfunctionrelationstranslationcriticismpatternbasedonthesourcetextandthetargettext.Shethought“thetargetlanguagetextandthesourcelanguagetextinaspectsandsoonideologicalcontent,languageformaswellashumanrelationsfunctionrealizescoordinately”,suchtranslationmaybecalled“theintegrityhumanrelationsbehavior”.However,Reisscoveredthat,it’simpossibletoachievecoordinatelyinsomesituations,sometimesalsodoesnotneedtobecoordinately.Thereforesheexplainedinanarticlein“thetranslationcriticismobjectiveresearchtechnique”withcoordinatelydiscusstheexceptionalcases.Sometimesthetranslationmustbedifferentlywiththeoriginaltextgoalorthefunction.(Munday,

Jeremy,2001)Forexample,EnglishfairytalereorganizedforChineselivingtheatre,Shakespeare’splayusuallytranslatedastheteachingmaterial.Sometimesthetargetreadersaredifferentwiththeoriginaltextpredeterminedreader,forexample"GelegBuddhaTravelnotes"thechild’stextbook,becauseofcommercialreasons,itwillhavedifferentideologyedition.Reissthoughttheseexceptionalcasesshouldeliminatedthescopefrom“thetranslation”,andsuggestedcallsit“thetransformation”(transfer)”.Amongthesesituations,thetranslatefunctionfirstlyinthestandardofdiscussingcoordinately.Thenthecriticsnolongerrelyontotheoriginaltextcharacteristicanalysis,butjudgethetranslationaccordingtothetranslationenvironmentwhethertheyhaveachievedtheanticipatedfunction.HansVermeerHansVermeerhasputforwardthebasicconceptoffunctionalisttheoryoftranslation,healsocomeupwiththegeneraltheoreticalframeworkoftranslation,andpublishedtheFrameworkforGeneralTranslationTheoryin1978,anditbecomesthefoundationofSkopostheory.Hesuggestedthattranslationisnotaprocessoftransferringlanguages,butakindofactivitywhichtransferthesourceverbalcommunicationsymbolstothetargetsymbols.Thetranslatorhastherighttodecidewhatparttoreserveandwhatparttodeleteratherthanstaythesamewithoriginaltext.Inhisstudy,theresultshowsthattranslationisalwaysakindofbehaviorwhichcombinedwithtargetsandresponds.ChristianeNordChristianeNordisonethemostimportantrepresentativeofSkopostheory.ShehadputforwardthefunctionalistplusloyaltytheoryinherstudyandmadeaconclusionaswellasshapedtheSkopostheoryintoasystem.In1988,theTextAnalysisinTranslationhadbeencarriedout,andin1997,TranslatingasaPurposefulActivity:FunctionalistApproachesExplainedcarriedout.(DengCuiying,2011)Byherwork,theSkopostheoryhasbeenmutualandwidelyacceptedgradually.Duringthetranslation,therearethreeprinciplesneedtobeconcerned:skoposrule,coherenceroleandfidelityrule.4、ApplicationofSkopostheoryinCosmeticAdvertisementTranslationThehighestprincipleoffunctionalisttheoryisthe"SkoposTheory".In1971,Germany'sReissfirstproposedthe"specialpurposetranslationbehaviortoachieve".(LiuJY.2012)In1984,theresearchwhichsheandVermeershowedthatthetranslatorinthewholetranslationprocessreferenceshouldnotis"equivalencetranslationtheoryfocusedonthetextanditsfunction,butisatranslationinthetargetcultureexpectedtooneormorefunctions.Vermeerdefinedthehumanbehaviorsintoakindofteleonomyactivitywhichoccurredinsomecertaincircumstances.Itisapartofcommunicativesituationandalsoservesforit.(ZhangMeifang,2005:72-76)Atthebeginningof1990s,theGermanscholarChristianNordexpandedtheinquiryaboutfunctionoftranslationtheory.Sheemphasizestheconnectionbetweenthetargettextandthesourcetext,butthequalityandquantityofthiskindofconnectionaredeterminedbythefunctionofthetargettext.Thatistosay,accordingtothecontextofthetargettext,whichpartofthecontentcanberetained,orneededtobeadjustedorrewritten,itshoulddeterminebytheintendedfunctionofthetargettext.4.1TheGoalsofCosmeticAdvertisementTranslationAdvertisingisanindispensablepartofmodernlife;itappearsineverywhereinpeople'slife.Accordingtoacosmeticindustry

surveydatain2004oftheinternationalwell-knownbrandsofcosmeticsshowsthatcosmeticadvertisingoccupiedahalfoftheadvertisingdomain.AccordingtoasurveyofyoungpeopleinChinadailyconsumption,theconsumptionofcosmeticsaccountedfor12%oftheirannualincome,secondonlytofoodconsumption.Andanotherreportofcosmeticsalesvolumein2015hadalsoindicatedthat15typesofcosmeticscovering45brandshavebeencountedinthelist.ThethemeofVermeer'stheorysuggeststhat,nomatterwhatkindoftranslation,itcanberegardedasakindofdemeanor.Everyactionhasapurpose,andtheywillbringthehomologousresults.

AccordingtotheSkopostheory,themainprincipleofthetranslationprocessisthepurposeoftranslation.NordsummarizesthethreekindsofTranslation:generalpurposeofthetranslator,communicationpurposeaccordingtotherequirementsoftargetlanguage,andthepurposedeterminatebysometranslationstrategiesandprocedures.Theskopostheoryhasthreeprinciples:objectiveorientedprinciple,coherenceprincipleandfaithfulprinciple.Translatorsmustprovethecorrectnessofaparticularpurpose,becausethepurposeoftranslationdeterminesthewayofliteraltranslationorfreetranslationmethodisused,orboth.Theprincipleofcoherenceismainlyrelatedtotherelationshipbetweenthetargettextandthetargetobjects.Textmustbeconsistentwiththesituationofthetargetlanguagesothatitwillbeacceptable.Inotherwords,inthecontextofaparticularenvironmentandknowledge,thetranslationofthetargetlanguagemustbeconsistentwiththeobjectofthetargetlanguage.Thefaithfulnessprinciplemainlyconcernstherelationshipbetweenthesourcelanguageandthetargetlanguage.Textualcoherencemustexistbetweenthesourcelanguagetextandthetargetlanguage,becausetranslationisnotonlyrelatedtothetranslator'sunderstandingofthesourcetext,butalsothepurposeoftranslation.4.2FactorsontheCosmeticAdvertisementTranslationIfyouwanttotranslatecosmeticadvertisinglanguagewithgoodresults,notonlyneedahigherlevelofEnglish,butalsoneedtounderstandthedifferencesbetweenChineseandEnglishintermsofculture,syntaxandsoon.Onlyafullunderstandingofthedifferencesofthetwolanguagesintheculturalenvironment,usagehabitscanwemaintaintheoriginalintentionoftheadvertisinguttermost,sothattheresultingwillbeinagoodtranslationeffect.Therearesomeofthefactorswhichweshouldbenotedforwhentranslatingdomesticadvertisement.4.2.1CultrualDifferenceLanguageispartofculture,itisthecarrierofculturalinformation,andtranslationisakindofculturalinformationwhichistranslatedbetweentwolanguages.Advertisingisakindofsubculture,whichbelongstothecommercialculture,asthecarrieroftheadvertisingculture;theadvertisinglanguagehastheuniquecharacteristics,andfullyreflectstherelationshipbetweenlanguage,cultureandthinking.Translationisdefinedasactionbasedonaparticulartext,whichisabroadconcept,includesbothverbalandnonverbalfactorsandsomehidden,presupposedinformation.Thismeansthatwhilemembersofoneculturemaytendtoverbalizeaparticulartextpart,themembersofanotherculturemayprefertoactmoregentleorrespondingwithoutspeaking.(ChristianeNord,2004:23-30)DuetothedifferentsocialandculturalbackgroundsbetweenEnglishandChinesepeople,thewayofthemtoobserveandtreatthingsandareusuallynotthesame,whichisreflectedinthetranslationofadvertisingmaybecontrarytotheoriginaltext.Translationisacrosslanguageandculturecommunicationactivity,hencethetranslatorshouldnotonlyconsiderthecharacteristicsofadvertisingEnglish,butalsopayattentiontothecrossculturalfactors.ThevalueorientationofChinesecultureemphasizesthemoralityandnorm,theabilityofself–consciousness.MostoftheChinesepeopleareusuallybeingwithintrovertpersonality,whilethewesternersaretheoutward-oriented.Forexample,themessageofMaybelline“Thepowerisinyourhands”hasbeentranslatedintotheChinese“把握你的美”,whichmeansgraspingyourownbeauty.FromtheEnglishtext,wecouldhaveanideaaboutwhattheoriginaladvertisementversionmeans.Fromthelearningofcrossculturecommunicationwecouldknowthatwesternwomanareusuallylikelytobeanindependentpersonwhohaveherownoccupationandthoughts,sotheadvertisementwanttogivethemaconceptofgraspingtheirownlife.WhileinChina,mostofthewomenarelivingwiththeirfamilyandcanhardlylivewithoutit,sothemessageexpressedthatwomenshouldtrytomakethembeautifulratherthanindependent,whichalsoshowsakindofpowerofholdingsomethingintheirownhand,whichisbeingbeautiful.4.2.2LanguageDifferenceThemostwidelyusedadvertisinglanguageininternationalcommunicationisEnglish.AdvertisingEnglishfromthestylisticismostlyspokenlanguage,writtenlanguageisrare.Thesearethefollowingcharacteristics.First,thevocabularyissimple.Theinternalstructureofwordsisrelativelysimple,positiveandthecommendatorywordsarethemajority,alsousingmanyabbreviations.Thegenitivenounphrasesin“S”areofhighfrequencythanthephraseswith"of".Two,theforeignadvertisementsaremainlyusingsimplesentences.Thesentenceslengthisveryshort,thestructureisordinary,andseldomusesthecompoundsentences.Three,thegrammarisstraightforward.Theverbphrasesareoversimplified,andtheuseofthepassivevoiceisrarely.Thecharacteristicsofgoodsinpeople'seyesbecomeakindofnaturallawasapermanentfeaturebyusingthesimplepresenttense,whichtheotherkindsoftensescannotbedone.Four,alargenumberofrhetoricaldeviceshavebeenusedintheadvertisementtranslationsuchasmetaphor,pun,human,repetition,etc.InEnglishandChineseadvertisements,generallythemostcommonlysentencepatternsaredeclarativesentences,imperativeandinterrogativesentences.Butintheadvertisementtranslation,inordertomaintaintheoriginalattractionorfascination,questionsoftendonotcomplywiththeoriginalsentence.Themostobviousobstacletocrossculturaladvertisingcommunicationisthebarrieroflanguageandwriting.Proficientinthelanguageoftheaudience,toadapttotheirlanguagehabitsandcharacteristics,isthebasisandprotectionofcrossculturaladvertisingtranslation.Forinstance,inthestreetsoftheUnitedStates,sometimesyouwillfindsuchacar,theyaresprayedwiththe"I'myellow"butthecaritselfisnotyellow.ThismakesmanyChinesefeelpuzzled;theymayfeelthissentenceprintedonthecariswithoutrhymeorreason.Infact,the"yellow"hereissomethingelse,oneisthetaxiandtheotheroneistimid.Obviously,"I'myellow"shouldbetranslatedinto"Iamataxi".Thisisataxiadvertisingrecommendation.4.2.3ConsumerPsychologyRecentyearstheemotionandexperiencemarketinghavebeenspreadwidely.Inthelightofthesetheories,theconsumersarenotalwaysrational,evenpeopleexpensesmostoftheirmoneyrationally,theemotionalelementscanalsoaffecttheirchoices.“Aestheticeconomy"erahasarrived,human’sproductionandconsumerbehaviorareallexcitedbytheheartofchasingforthebeautyandtheaestheticneeds.Intoday'sworld,whetherinthedomesticmarketortheinternationalmarket,ifakindofcommoditywantstobefavoredbyconsumers,itmusthaveacertainaestheticvalueatthesametime.Withtheprogressofhumancivilizationandculture,moreandmoremodernconsumershavegraduallyownedaestheticability,andnowmanyofthemarketcompetitionisthecompetitionofitsaestheticfunction.Especiallyinthecosmeticproductsmarket,thecustomerswhoarefondofbeauty,theymustalsohavestrict