An Analysis of Multiple Perspectives of Practice of Translation

校园英语/翻译探究An Analysis of Multiple Perspectivesof Practice of TranslationDepartment of Foreign Languages and Literature，Hetao College/韦哲[ Abstract] There is a rapid growth in the area of translation growth in this area, we can no longer understand the practicestudies these years. Therefore, we can no longer understand the of translation from the traditional single angle. Instead, wepractice of translation from the traditional single perspective. should view practice of translation from multiple angles, whichThis paper analyzes translation practice from perspectives of the could enable us to have a clear understanding of practice ofnature, the presentation format, translation criteria, the people translation.involved in translating, language and the culture, the intention andi. The nature of translationthe requirements, the process of translation, the media, the timesNord has given a definition of“ translation”: Translation isand the society. Thus prove that different ideas about practice an intentional, interpersonal, partly verbal intercultural interactionof translation should be learned in order to broaden the view of based on a source text. By intentional interaction, it meanstranslation.translation enables people from different culture and different[ Keywords ] practice of translation; multiple perspectiveslanguages to understand each other. By interpersonal interaction,I. Introductionit refers to the people who are involved in the process ofThroughout history, written and spoken translation has translating, such as translator, the client, the source text producer,played an important role in human communication. Yet the study the receiver or addressee and so on. Translation is an interactionof translation as an academic subject has really begun in the between these people, and the result of translation partly dependspast fifty years. In the English-speaking world, this discipline is on the interaction between them.now generally known as“ translation studies”. With the rapidi. Presentation format of translationand it becomes more and more important along with the fast should be emphasized simultaneously. Without artistry, the autodevelopment of economy. As the appendage of auto industry, autoo advertising is unattractive. Without practicality, advertisingadvertising will play a very significant role in economic stage. loses its meaning. Thirdly, innovation should be associated withChinese advertisers should continuously improve production level humanistic concern. Advertising is no longer just a means ofof advertising works, cultural connotation and aesthetic taste, and promotion, and it has the function of transmitting images andshow better production of advertising to customers. Here are some concept to customers, and reflects deep humanistic concern.suggestions for Chinese advertisers based on cultural differencesConclusionbetween China and the western countries.This paper studies the cultural differences between China3.1 Learning People-First Values from the Western Countriesand western countries in auto advertising in three aspects:Researches prove that human-centered auto advertising is individualism and collctivism, value orientation, and powermore attractive to consumers. People will always remember these distance. It draws its conclusion that there are lots of culturaladvertisings which could touch their minds and hearts and close differences between China and the western countries in autothe relationship between auto and human. Therefore, we need advertising. Chinese advertisers should value these differenceslearm people first values from western countries.when they make advertising and learn advanced advertising3.2 Respect for Cultural Differences.In the process of technology and experiences from the western countries to narrowcommunication of culture, advertising should respect cultural the gap and promote Chinese auto advertising.differences. Chinese auto industry should learn the customs,References:values or regions from other countries in order to compete withforeign companies. With respecting cultural difference, China[1]Bovee, C. L. & Arens, W. F. Contemporary Advertising [M].would create world-class auto advertising and even auto brand.Homewood, Il: Richard D. Irwin, Inc. 1982.3.3 Learning the Spirit of Innovation from the Western [2]Hofstede,G. Cultures’Consequences, Comparing Values,Countries. Firstly, innovation should be based on“ reason”. Behaviors, Institutions, and Organizations AcrossNations[M].Most advertising audiences are rational, especially when they plan California: Sage Pl中国煤化工micating Acrossto buy cars. Thus, advertisers coordinate relation with innovation[3]Muller,.B. IntYHCNM H G"and physical truth of auto, and then customers would believe theCultures [M]. Calitadvertising and buy the car. Secondly, artistry and practicality