【跨文化背景下的服裝廣告英語翻譯策略（英語）（論文）】

IntroductionChinaistheworld'smostpopulouscountryaswellastheworld'slargestgarmentproducerandconsumer.Inthepast,thegarmentindustryhasmadeimportantcontributionstoChina'seconomicdevelopment.However,withthedevelopmentofeconomyandtechnology,emergingtechnologieshavegraduallyreplacedtraditionalmanufacturingindustriessuchasthegarmentindustryandbecomethemaindrivingforceofeconomicgrowth.Andtheincomeofthegarmentindustrycontinuestodrop.OnthebasisoftheNationalBureauofStatistics’data,theoperatingincomeofclothingenterpriseswas1601.03billionyuan,3.4%decreaseyearonyearin2019,andinthefollowingyear,duetotheimpactoftheepidemic,theoperatingincomeofenterprisesabovedesignatedsizewas948.149billionyuan,down13.46%yearonyear.ResearchBackgroundWiththedevelopmentoftheglobalizationoftheworldeconomy,theproductbrandsofdomesticenterprisesaregraduallyintegratedintothecompetitionintheworldmarket.Thistrendofcommercialglobalizationhaspromptedtheadvertisingcommunication.AndChina'sclothingexportsaccountedforabout24%oftotalglobalclothingexport,butChinahaslessthan1%independentbrands,whichmeansmostofthegarmentproductsexportedbyourcountrydependonunbrandedprocessedexportproducts.IfChina'sclothingwantstotrulystandontheworld,competewithforeignclothingbrandsandhaveapositionintheinternationalclothingbrands,ourbrandsneedtransfertheircorporateculture.Asabridgeconnectinggarmententerprisesandthemarket,advertisingisawindowtoshowbrandculture,ameansofenterprisepromotion,andatooltoenhancetheconceptofenterprisebrand.Itwillhaveadirectimpactonthesalesvolumeandsalespriceofthecommodityitself.Ifanenterprisewantstomakeitsproductsgoabroadandcopewiththetrendofglobalintegration,inwhichadvertisingtranslationtakesapart.Itisknownthatadvertisingcanhelpenterprisesexpandforeignmarketsandrealizebrandlocalization.Asacross-culturalbehavior,thetranslatorshouldgivemoreconsiderationtotheculturaldifferencesgeneratedunderthecross-culturalbackground,suchasvalues,consumptionconceptsandreligiousissues.Withtheoccurrenceofglobalornationaleventssuchastheoutbreakoftheglobalepidemicinrecentyears,itcanbeseenthatChineseandWesterncultureshavefurtherdeveloped,andmoredifferenceshaveemergedwhileculturalintegration.Theclothingindustryhasalsosufferedagreatimpactduringtheepidemic,andtheadvertisingpositioningofproductoutputshouldalsobechanged.ResearchPurposeBasedonthecurrentresearchstatus,thispaperwillfurtheranalyzetheculturaldifferencesandnarrowtheresearchscopetoEnglishtranslationofclothingadvertisements.WiththeexamplesofEnglishtranslationofclothingadvertisementsinrecentyears,thispaperwillanalyzethetranslationstrategiesofclothingadvertisementsunderthecross-culturalbackgroundbycomparingtheexistingEnglishtranslationmethodsofadvertisements.AndAlltheexamplesarefromChina'scurrenttop20clothingbrands,suchasLiNing,Bosideng,andAnta.Fromcross-culturalperspective,thispaperwilldiscussthetranslationstrategiesfordomesticclothingads.Tostudytheinfluenceofcurrentcross-culturaldifferencesandcross-culturalfactorsontheEnglishtranslationofChinesegarmentadvertisements,itcanprovideinspirationforthetranslatorstochoosetranslationstrategiesinthetranslationofgarmentadvertisements,sothatdomesticgarmententerprisescanattractmoreoverseascustomers,betteropentheforeignmarketandpromotetheirowndevelopment.StructureoftheThesisThechapterIIofthispaperwillsummarizetherecentdomesticandforeignresearchresultsfromthreeaspects:cross-culturalfactors,researchperspectivesandtranslationstrategies.ThechapterIIIwillbrieflyinthispaper,thecustomsandhabitsbetweenChinaandthewest,andthedifferencebetweenthelanguagestructure,andhowthesedifferencesinfluencethetranslationprocess.Andthenextchapterismainresearchinnovationpointofthethesis.Withtheunderstandingofadvertisingandclothing,thischapterwillexplaintheelementsthatinfluencethetranslationofclothingadvertisementsbetweenChineseandWesternculturaldifferences,andlistsixmainstreamadvertisingtranslationmethodsinthecurrentclothingmarket:literaltranslation,freetranslation,amplification,omission,borrowingtranslationandre-creationtranslation.Byanalyzingtheadvertisinglanguageofwell-knowndomesticbrands,itisconcludedthatthetranslatorofclothingadvertisementshouldknowthebrandcultureandclothingconceptwell,rationallyusedomesticationandforeignization,andmaketheoriginaltextbefunctionallyequaltothetranslatedtext,thustheconclusionisdrawntoprovideenlightenmentforthelaterresearchers.LiteratureReviewAtpresent,cross-culturalisthebackgroundofglobalenvironment,whereallwalksoflifeareworkingtogetherincross-culture.Asthepioneerofbrandcommunication,advertisingiscloselyrelatedtothetideofthetimes,andtheadvertisingindustryisalsochangingrapidlyunderthecross-culturalbackground.Atpresent,theresearchstatusofadvertisingEnglishtranslationundercross-culturalbackgroundinmostrelevantliteraturesisasfollows:Intermsoftheinfluencingfactorsunderthecross-culturalbackground,PanXiaodong(2014)believesthattherearedifferencesinreligions,culturalbeliefs,valueorientations,waysofthinking,customsandhabits,andlanguageformsbetweenChineseandWesterncultures.LiXueying(2021),fromtheperspectiveofhighandlowcontext,believesthatculturaltraditionsandlanguageculturesaremainlydifferentincross-culturalbackground.Therefore,itwillbemoreconducivetothemutualunderstandingandpromotionofChineseandforeignproductstoformulatereasonableadvertisingstrategiesfromtheperspectiveofhighandlowcontexttheory.Intermsofthestartingpointandperspectiveofresearch,manytranslationscholarshavebeguntostudyEnglishtranslationofbusinessadvertisementssincethemid-1980s.Theyhaveconductedmulti-dimensionalresearchandanalysisonadvertisingEnglishtranslationstrategiesandtranslationapplicabilityfromtheperspectivesofSkoposTheory,CulturalContextandEquivalenceTheory.FromtheperspectiveofSkoposTheoryproposedbyHansVermeer,ChenJing(2020)believesthat,basedonthecharacteristicsofadvertisingEnglish,thetranslationmethodoffunctionalschooltheoryisnotsuitableforadvertisingEnglishtranslation,butthetranslationmethodofSkoposTheoryisthebestwayforadvertisingEnglishtranslation.HuangWei(2020)believesthatasChinaisahigh-contextculturecountry,culturalcontextisthekeyfactortobeconsideredifEnglishadvertisementswanttoachievethesamepublicityeffectintheChinesemarket.LiBenfu(2019)believesthataccordingtoNida'sequivalencetheory,themethodofequivalenceconversionbetweenthetwoadvertisingtranslationswillmakethetranslatedadvertisingwordsmorevividandthought-provokingwhileretainingtheoriginalmeanings.Intermsoftranslationstrategies,mostliteraturesummarizesthestrategiesofadvertisingEnglishtranslation,includingliteraltranslation,freetranslation,transliteration,amplificationandre-creationtranslation.Basedontheculturaldifferences,cross-culturalandlivingenvironment,CaiYankai,JiXiaohong(2020)believesthatadvertisingtranslationshouldtakeintoaccounttheculturalbackgroundofdifferentlanguages,foritisthebestwaythatthetargetlanguage’slinguisticadvantagescanbefullyplayed.Withpropertranslationmethods,thetargettextcantransfertheinformationoftheadvertisementfromtheperspectivesoffunctionalpositioning,culturaldifferencesandlanguageaesthetics,thusachievingtheeffectofpublicity.YanJingjuan(2016),onthebasisofthesetranslationmethods,proposesthatthedepthofadvertisingtranslationdependsonthetranslator'shumanisticqualitiesinthecontextofcross-culturalintegration.TranslationandCulture"Culture"istheideologycommonlyrecognizedbypeopleformedinthedevelopmentofhumanhistory,includingallsocialphenomena,spiritualactivitiesandtheirproducts,suchasvalues,traditionalcustoms,historicalculture,lifestyle,aestheticideals,legalsystems,spiritualtotemandsoon.Theregionalandcomplexcharacteristicsofculturedetermineculturaldifferencesamongdifferentregionsandraces.Therearevariousculturaldifferences,mainlyreflectedinvalueorientation,livingcustoms,thinkingmodeandsoon.AndthischapterwillanalyzetheculturaldifferencesbetweenChinaandtheWestandhowthesedifferencesaffecttranslation.3.1TheInfluenceofLinguisticExpressionDifferencesonTranslationPronunciationoflanguagecancausedifferentauditoryeffectsinpsychologyandstimulatedifferentresponsesinpsychology.Englishismainlyphonetic,Chineseisideographic,EnglishandChinesearetwocompletelydifferentlanguages.Therefore,therearegreatdifferencesbetweenChineseandEnglishinpronunciation,sentencestructureandliterarycharacteristics,whichresultsinthedifferencesintheuseofwordsandsentencepatternsinChineseandEnglishadvertisements.Domesticadvertisinglanguageintheexpressionoftheformofwordsaremostlyrigorous,neat,andliketousepoetry;However,westernadvertisingtermstendtobefree,oftenusingmetaphors,hyperbole,personificationandotherrhetoricaldevices.PanXiaodong(2014)pointedoutthattheChineseadvertisementsoftenenterthethemeindirectly,usesomenarrativelanguageasacushioninstead,andintroducetheadvertisinglanguagerelatedtotheproductintheend.Incontrast,Westernadvertisementsliketousethewords"help"and"may"intheintroductionofperformance.Culturaldifferenceisasignificantfactorinfluencingthelanguageexpressionbetweentheeasternandwesterncountries.Intermsofculturalexchange,language,asabridgeofcommunicationbetweentheeasternandwesterncountries,alsorealizesculturalcommunication.TheculturaldifferencesbetweenChinaandtheWesthaveadirectimpactonthetranslationprocessandresults.Intheactualtranslationprocess,translatorsneedtodeeplyconsiderandanalyzetheinfluencingfactorssuchascustoms,religion,historyandideologicalvalues,clarifythekeypointsandrequirementsoftranslationunderdifferentconditions,andimprovethetranslationlevel.3.2TheInfluenceofCustomsandHabitsDifferencesonTranslationThedifferenceofcustomsandhabitshasacertaininfluenceonEnglish-Chinesetranslation.Beforeunderstandingthecustomsofdifferentplaces,itisnecessarytopayattentiontotheuniquelifestyleofdifferentnationalities.Accordingtothesurvey,politics,economy,culture,artandotherfactorswillhaveanimpactontheformationofcustoms,whilelanguagereflectsnationalcustomsandhabits.TherearemanydifferencesbetweenChinaandtheWestinpolitics,economyandculture,andthecustomsandhabitsformedbythemarealsodifferent.Therefore,translatorsneedtogetacquaintwiththelocalculture,interpretthecustomsandhabits,andseekthebreakthroughpointbetweenlanguageandculture,sothattheycanbecloselylinked.Forexample,inChineseculture,"dragon"representsauspiciousnessandwealth,whileinWesternculture,"dragon"representsevilandirritable.Weshouldpayspecialattentiontotheculturaldifferencesbetweenthetwo.Atthesametime,inthetranslation,translatorsshouldtakeintoaccountthelocalcultureandculturalhabitsdifferences,avoidtranslationappearunequalphenomenon.Forexample,Westernerseatbread,cakes,pies,etc.,especiallycakes,whicharetheirdailyfoodandeasytomake.However,forChinese,itisdifficulttomakecakes,sowhentranslating"apieceofcake",itneedstobetranslatedinto"apieceofdish"incertaincontext,whichismoreinlinewithChinesethoughtandculture.Inaddition,differencesinlifeandcustomsarealsoreflectedinthedifferencesingreetings,waysofsayinggoodbyeandappellation.Forgreetings,inourcountry,whenwemeetourfriendsindailylife,thecontentofgreetinginquiriesisnotofsubstantivesignificance,suchasaskingfriendswhattheyarebusyrecently,wheretheyhavegone,etc.,whichmostlycontainsthemeaningofgreetings.Differentfromourcountry,peopleinwesterncountriesusuallysay"goodmorningandgoodnight"totheirfriends,aswellastheirfriends'healthandweather,etc.,whichisofsubstantialsignificance.However,askingfriendswheretheyaregoingandwhattheyaredoingwillbesuspectedofinterferingwithothers'privacy.Westernersattachmoreimportancetotheconceptofprivacy.Manytopicsareprivateandinconvenienttorevealtoothers,suchasmarriage,age,religiousbeliefandsoon.InChina,thedivisionofgenerationsisveryclearandtherearemanytitles.Differentgenerationshavedifferenttitles,anddifferentpeopleinthesamegenerationhavedifferenttitles.However,thetitlesinEnglisharerelativelysimple.Thereareonly"uncle,aunt,cousin,grandpa,grandma,mother,father"andsoon.WhentranslatingthemintoChinese,thetranslatorneedstounderstandthekinshiprelationshipofeachother,sothatthetranslationcanbecorrectandeasyforreaderstounderstand.Therefore,itisnecessarytofullyunderstandthenativecultureandlanguagecultureintranslation,especiallythedifferencesbetweenthem,soastotrulyexpressthemeaningofwordsandsentences.ClothingAdvertisementTranslationStrategiesundertheCross-culturalBackground4.1ConnotationofAdvertisingandClothingAdvertising4.1.1AdvertisingAdvertisingreferstothemediabasedonthetransmissionofproductinformationandserviceinformationpublicity.Fromtheessenceofconnotation,advertisingisaneffectivecarrierofinformationcommunicationbetweenenterprisesandconsumers,whichcanachievenormalaccesstoeconomicbenefits.Atpresent,thetypesofadvertisingarediversified,andthecommononesaretestimonial,commodityinformation,anthropomorphicandstoryadvertising.Therearedifferencesinthefocusandcontentofallkindsofadvertisements,buttheyallaimatincreasingproductsalesandexpandingenterpriseprofitspace.Advertisingitselfhasthecharacteristicsofideology,popularity,orientation,pertinenceandartistry.Amongthem,ideologyfromtheenterprisecultureconnotationtransmission,consumerconsumptionbehaviornormsandsoonreflected;Popularityreferstotheuniversalityoftheobjectofadvertising,andtheeffectofadvertisingcreationmeetstheappreciationlevelofthebroadaudience,andcanbeunderstoodandacceptedbytheaudience;Orientationreferstothepracticeoftransmittinggoodinformationandcarryingforwardpositiveenergyofsociety,andmakingamodestcontributiontotheconstructionofaharmonioussociety.Pertinencemeansthattheadvertisingtargetisclearandspecific,whichcanimprovetheeffectivenessofadvertisingmarketing;Artistryreferstothestrongartisticappealoftheadvertisementitself,whichcandeepentheimpressionoftheaudiencetoacertainextent.4.1.2ClothingAdvertisingClothingadvertisingisoneoftheculturalindustries,andcultureitselfisakindofindividualandcharacteristicthings.Ifabrandsuccessfullyconveysitsbrandcultureandlifeconcepttoconsumersthroughadvertisingandattractsconsumerswiththesamelifeconcept,thenitisnotsimplyabrand,butamaterializedconceptorspirit.Whatabrandsellsisnotonlyaproduct,butalsoitsculturalconceptandawayoflife.Thereisagreatdealmoreemphasisnowontherenderingofcultureincreativityandexpressioninmoderngarmentadvertisements,whichisnotonlydrivenbythemarketdemandbutdeterminedbyitsculturalattributes.Nowadays,peopleregardclothingasawaytoconveytheirspiritualvalueandculturalcharacteristics.Therefore,suchtrendofthoughtreflectsonclothingadvertising.Whenthegarmentindustryenterstheeraofbrand,whatthebrandclothingprovidesforconsumersisnotonlytheclothesthatcankeepoutthecoldandcoverthebody,butmoreimportantly,thebranddeliversintelligencetoconsumersthroughclothing,terminalimage,after-saleserviceandclothingadvertising.Asthecoreofabrandliesinculture,thebrandneedstosymbolizethebrandcultureinthemostintuitiveandeasilyacceptedway,thenshowittoitstargetedcustomers.Sothebasicideaofmodernclothingadvertisingstrategyisthateachclothingadvertisingshouldhaveaculturalstrategy.Theclothingadvertisementneedstoreflectnotonlytheculturalconnotationoftheproductandthevalueorientationoftheenterprise,butalsotheinterpretationofthelifeconcept,lifeattitudeandway.Throughouttheyearsofexcellentclothingadvertisingworks,itisnotdifficulttoseethatexcellentworksarealsoatransmissionofculturalideas.Modernclothingadvertisinghasnotonlyplayedandirectroleinthedevelopmentofconsumers,societyandculture,butbecomeatoolforclothingcorporatetotransferbrandcultureandrevealproductstyle.Onlybyfullyunderstandingthekeyroleofclothingadvertisinginthesocietyandthemarketcanwemakeanexcellentclothingadvertisingbrand.4.2CulturalFactorsinClothingAdvertisingDuetothedifferencesinhistoricaldevelopment,geographicalenvironmentandotherconditions,therearehugedifferencesbetweenChinaandtheWestinmanyaspects,andthedifferencesinvaluesbetweenChinaandtheWestwillbereflectedindailylife.Inordertobettercarryoutculturaloutputandbrandconcepttransmission,weshouldnotonlyretainandreflectthetraditionalChinesecultureofthebrand,butalsotakeintoaccounttheculturaldifferencesbetweenclothingconceptswhentranslatingadvertisementsintoEnglish.4.2.1DifferencesbetweenChineseandWesternDressingConceptsDifferentconceptsofclothingandclothingculturesareactuallydeterminedbyindividuals,nationsandtimes.Therefore,somepeoplesaythatthedifferentdressingconceptsofanationoracountryindifferentperiodsconveysitsdevelopmenthistoryofthecostumeandthecourseofitshistory.InthedressingconceptofChina,clothingisasymbolofthewearer'spowerandstatus.Meanwhile,asacountryofritesandceremonies,Chinaadvocatestraditionalethicsverymuch.InChina,clothingisalsoapartoftheconceptofetiquette.Today,althoughpeople'sconceptofdresshaschanged,traditionalideasisstilldeeplyingrainedinpeople'sminds.However,thewesternconceptofdressingiscompletelydifferent.Westernersfocusmoreonshowingthebeautyoftheirbody,forthewesternclothingconceptisthatThewesternconceptofdressingisthatclothingistoshowoneselfbydevelopingone’sstrengthsandcircumventhisorherweaknesses.Chinesepeoplealwayspayattentiontothecollocationontheassociationaswellasthebeautyofgradualismandreticence.Theyaremorewillingtorestrainfromshowingtheirpersonalityinclothes.Theystillthinktheirclothesarewornforothers,andhaveheavypsychologicalburdenofavoidingcriticismfromothersespeciallystrangers.Westerners,onthecontrarytoChinesepeople,pursueaself-centeredvalueinclothing.Theydressforthemselves,sotheydaretobeunconventionalandactintheirownway,andpaygreatattentiontotheexpressionofpersonalityinclothing.Theybelievethatclothingmustpayattentiontopersonality,thatis,wearingdifferentclothesisawaytoexpresstheirpreferences,highlighttheirexistenceinthesocietyandshowtheirownsocialvalue.4.2.2ComparisonofAdvertisingTermsThecomparisonofculturalformsbetweenChineseandforeignadvertisementscanbemadefrommacroscopicandmicroscopicaspects:Fromamacropointofview,TheappealpointofChineseadvertisingismostlyacreativesurfacemode,mostbrandschoosetorecommendtheirproductstoconsumersthroughadvertisementsdirectly.Incontrast,theadvertisingdesignofwesterncountriesemphasizesmoreontheconsumerasthecenter,paysattentiontotheemotionalappeal,withthehelpofavarietyofvividandinterestingstoriestoattractconsumersandstimulateconsumers'desiretobuy.Furthermore,therearegreatdifferencesinconsumerpsychologyundertheinfluenceofculturaldifferencesbetweenChinaandtheWest,thensuchdifferencewillundoubtedlyaffecttheideasofdesigners.Forexample,Chineseconsumershaveaherdmentality,whileWesternconsumerspaymoreattentiontoindividualcharacteristics.InfluencedbyChinesetraditionalculture,Chineseconsumerstobelieveinthepromisesmoreauthoritative,soinChinacommodityadvertisementdesign,thedesignersprefertopromiseasabasisforthedesign,andthefactthatwesterncountriespaymoreattentiontoadvertisingproductsthemselvesauthority,tothegoodsitselftoimpresstheconsumer,attractconsumers.Fromthemicropointofview,theculturalformdifferencebetweenChineseandforeignadvertisingisalsoobvious.Chinesetraditionalcultureadvocatesintroversionandcalmness,anddoesnotlikepublicity.Therefore,theexpressionofmostcommodityadvertisementsinChinaisimplicit.ManyadvertisementsexpressingfamilyaffectionandlovearedeeplybelovedbytheChinesebecausetheycontainstrongfeelingswithoutshowingitdirectly.ButWesterncountriespaymoreattentiontotheformofadvertisingnovelty,rough,toattracttheattentionofconsumers,improvethecompetitivenessofproduction.Ingeneral,Chineseadvertisementspaymoreattentiontothevoicemodelingofthecommentaryandtheexpressionofemotionsinordertoattractandinfectconsumers.Nevertheless,mostforeignadvertisementsaremorethanconcise,andtheyarealwaysveryshort.Theadvertisementspaymoreattentiontotherefinementandgeneralizationofthelanguageandtheobjectivitytotrulyexpressthecharacteristicsoftheadvertisedcommodities.ThereasonwhytheabovetwodifferentwaysofexpressionmaybeattributedtothedifferencesbetweenChineseandWesterntraditionalaestheticsoffreehandbrushworkandrealism.Chinesetraditionalaestheticsexpressesemotionbyfreehandbrushwork,whilewesterntraditionalaestheticsdescribesthingsbyrealism.InfluencedbyChina'straditionalculture,mostChinesepeopleprefertoexpresstheirthoughtsandfeelingsimplicitlyinsteadofmakingthemselveswidelyknown,anduseemotionstoinfluenceothers.MostChineseadvertisingdesignersrelyonthetraditionalChineseculturetodesignadvertisementsinordertoadapttotheconsumerpsychologyandimprovetheadvertisingeffect.Butbycontrast,manyforeignadvertisingdesignsliketoexpresstheirfeelings,flatlyexpressthefeaturesofproductsandservices,andadvertisingisfullofhumortocreatearelaxingandhappyatmosphere.Forexample,"harmony"isakindoftraditionalChineseculture.Chinesepeopleemphasizethevalueofharmonyandthebeautyofharmony.Ontheotherhand,thewesterncountriesadvocatefreedom,advocatethepublicityoftheirownpersonality,andemphasizetheculturalconnotationofbeingdifferent.Chineseadvertisingdesignattachesgreatimportancetopeople'sintuitivethinking,whilewesternmorefocusonpeople'slogicalthinking.ThereasonwhythesedifferencesexistingisthattheculturaldifferencesdirectlyaffectthedifferentwaysofthinkingofChineseandwesternadvertisingdesigners,andfurtheraffecttheadvertisingexpression.4.3MainstreamAdvertisingTranslationMethodsInChinese-to-Englishtranslation,themaintranslationmethodsincluding,literaltranslation,conversionmethod,etc,theclothingadvertisingindustryhasashortrefining,rapidarrestingpeopleeyeballbusinesscharacteristics,suchasclothingasoneofthemostfactorscloselyassociatedwithpeople'slife,isnotonlyanecessitytothesurvivalofpeople,alsorepresentsthepeople'staste,personalityandspiritualpursuit,Atpresent,thefollowingsixtranslationmethodsaremainlyusedforclothingadvertisementsinthemarket:Literaltranslation.Literaltranslationdirectlymaintainsthesyntacticandrhetoricalfeaturesoftheoriginaltext,aswellastheconsistencyoflinguisticformandcontent.Asliteraltranslationcontributestoexpressthemeaningofthesourcetextandestablishaglobalunifiedbrandimage,itiswidelyusedbybrandswhichsupportthestrategyofglobalintegration.Withliteraltranslation,advertisementsaregenerallymoreconciseandvividthatcanbewidelyacceptedbyconsumersinallcountries.YinYing(2021)believedthatthecontentandformoftheoriginaltextcanberetainedinthetranslationthroughliteraltranslation,onthepremiseofmeetingthetargetlanguagestandardandnotcausingfalseassociation.Freetranslation.Freetranslationistochangethelanguageformofthetargetlanguagewhilekeepingtheoriginalmeaningunchanged,soastomeetthereceptionexpectationsofthetargetlanguagereaders.GuoJidongandGuoLanying(2005)believethatfreetranslationisaformaltranslationmethodwhichemphasizesonreproducingtheconnotationoftheoriginaltextwithoutstickingtotheoriginaltext.Usingthistranslationmethodrequiresthetranslatortounderstandandexpresstheinformationcontainedinthesourcetext.EnglishandChinesediffersintheformandcontent,thewayofthinkingandlanguageexpression.Additionally,Literaltranslationofsomeclothingadvertisementswillbecomerigidandobscure,whichisinconsistentwiththerequirementsofbeautifulandfluentadvertisingsentences.Inthiscase,freetranslationshouldbeadopted,thatis,toabandonthebondageoftheoriginaladvertisinglanguageformandfocusonconveyingthemeaningoftheoriginaltext.Amplification.Amplificationisamethodofaddingandsupplementingtranslationcontenttomeettheneedsofthetargetlanguageaudience.ChineseandEnglishhavedifferentwaysofexpression,languagehabitsandwaysofthinking.However,inordertomakethetargetlanguagemoreconsistentwiththepragmatichabits,contextan