DomesticationandForeignizationinAdvertisementTranslation廣告翻譯的歸化與異化

DomesticationandForeignizationinAdvertisementTranslation廣告翻譯的歸化與異化一、原始依據(jù)（包括設(shè)計或論文的工作基礎(chǔ) ,研究條件,應(yīng)用環(huán)境，工作目的。）Atpresent,theworldhasbecomeahighlyconnectedandopenworld,thecooperationandthecommunicationamongdifferentcountriesismorefrequentthanever,andthetraditionalculturalpatternhasbeenimproved.Inordertoselloutmoreproductsintheworldmarket,themostpowerfulwayisadvertising,sothetranslationofadsbecomesessential.Domesticationandforeignizationarethetwomainwaysofadstranslation.Domesticationfocusontheeffectiveness,lessstrangewordsexitsin thetranslation,foreignization focusontheoriginal culture.Theappropriateuseofdomesticationandforeignizationcanbringalotofbenefitstothemerchantsandthecustomers.二、參考文獻(xiàn)Venuti,L.Thetranslator’sinvisibilityAhistoryof–translation(M)LondonandNewYork:Routledge,1995.NewmarkAtextbookoftranslation(M)London:PrenticeHallInternational(UK)Ltd1988.Mueller,Barbara.InternationalAdvertisingCommunicatingAcrossCultures.DaLian:NortheastFinancialUniversityPress,1998.劉金俠.歸化與異化理論在商業(yè)廣告翻譯中的應(yīng)用與解析.全國中文核心期刊.1998三友李靜.廣告翻譯中的文化轉(zhuǎn)換.中國科技翻譯.1997.蔣磊.英語文化差異與廣告的語用翻譯.中國翻譯.2002.凌征華.英漢廣告差異及其翻譯.全國中文核心期刊.2003.林琳,單小艷.文化因素在廣告翻譯中的體現(xiàn).全國中文核心期刊.1996.賈文波.文本類型的翻譯策略導(dǎo)向.上?？萍挤g.1996曹順發(fā).談廣告用語的翻譯.涪陵師專學(xué)報.2002.馮煥紅.淺談中英語言與文化差異對廣告翻譯的影響.中國校外教育.2004.鄧建輝.廣告翻譯中的文化因素.全國中文核心期刊.2003.王雪松.廣告翻譯中的跨文化因素.全國中文核心期刊.2001.三、設(shè)計（研究）內(nèi)容和要求ContentofstudiesAtpresent,theworldeconomyinslowrecoveryphase,stillfacesmanyuncertainties.Everycountryshouldundertaketopromotetheworldeconomicgrowth.Eachcountryisresponsibletoeliminatetradebarriers,andjointlypromotesustainedworldeconomicrecoveryanddevelopment.Inordertogainmoremarketshareandprofits,everycountryispositivelypromotingtheirgoodsacrosstheworld.Consequently,adstranslationisanessentialapproachfortheinternationalcommunicationofeconomyandculture.Asasocialculture,advertisementspossessbrightnationalfeatures.Becausedifferentcountryhasitsdistincthistory,custom,cultureandvalues,itissignificanttomaketheconsumersaroundtheworldclearofthenationalcultureandideologycontainedintheadvertisement.Intheprocessofadstranslation,domesticationmeansbringtheforeigncultureclosertothereaderinthetargetculture,andtranslatetheforeignwordsbylocalwayssoastomakethetextrecognizableandfamiliar.Theultimategoaloftheadvertisementistostimulatethecustomersandinspirethemintoabuyingimpulse.Inordertomakethecustomerofthetargetlanguageandthesourcelanguagegetthesameeffect,theappropriateapplicationofdomesticationisnecessary,anditwillmaketheadvertisementmoreeffective,raiseempathyamongthecustomers.Lastly,theultimateaimofthemanufacturewillbereached.Globalizationhaspromotedtheinternationalcommunicationandcombinationinculture.Intheprocessofadstranslation,foreignizationmeansmakingthetargetlanguagereadertravelabroadandseethedifferences.Foreignizationdesignatesthetypeof translationin whichatargettext“deliberatelybreakstargetconventionsbyretainingsomethingoftheforeignnessofthe“original”(Shuttleworth&Cowie,1997:59).Thedomesticationofadstranslationispopularwiththemostyoungsters,whoareopen-mindedandcourageoustoexperiencethenewthings,andsensitivetothefashion.Itcansatisfytheneedsoftheyoungsterstocontactwiththeouterworld.Atthesametime,theyoungstersarepartoftheconsumerswithlargestvigor,whichcanrealizethemanufacture’saimofwinningprofits.What’smore,theforeignizationwillhelppromotingeachcountry’scultureacrosstheworld,andincreasingthenationalreputationintheworld.Domesticationandforeignizationinadstranslationhavegreatimpactsonthepromotionofthecommodityintheinternationalmarket.OutlineThesisStatement:Domesticationandforeignization,whichalwayshaveagreatimpactontheculturalfactorsinadstranslation,arethetwomainapproachesappliedinadstranslation.I.IntroductionAdvertisementandtheAdsLanguageTheBasicRequirementsforTranslationCriteriaforAdsTranslationLinguisticFeaturesofAdvertisementsTheoreticalBasicsofAdsTranslationForeignizationandDomesticationApproachinAdsTranslationA.TheintroductionofdomesticationDomesticationinGeneralTranslationDomesticationinAdsTranslationTheIntroductionofForeignizationForeignizationinGeneralTranslation.ForeignizationinAdsTranslationTheComparisonofDomesticationandForeignizationTheCross-CulturalFactorsinAdsTranslationIII.ThePracticalApplicationofDomesticationandForeignizationinAdsTranslationA.ThePracticalApplicationofDomesticationinAdsTranslationB.ThePracticalApplicationofForeignizationinAdsTranslationIV.ConclusionAbstractAtpresent,advertisement,therepresentativeofcommerce,isbecomingincreasinglyimportantinourdailylife.Withthedevelopmentofinternationalcommunication,transnationalcommoditymarketing,andtheobviousgrowthinthenumberofbusinessoperatingworldwidely, theadstranslationismorenecessaryandsignificant.Thefulfillmentofthefunctionoftheadstranslationiscloselyrelatedwith theculturalbackground.Astotheadstranslation,manyprinciplesandapproacheshasbeenused,inwhichthedomesticationandforeignizationarethemostcontroversary.InGermanySchleiermacherswords:’hereareonlytwomethodsoftranslating,eitherthetranslatordoesnotbothertheoriginalauthorandleadsthereadertoapproachtheaurhororthetranslatortriesnottobotherthereaderandleadstheoriginalauthortoapproachthereader.(Schulte-Biguenet,1992:42).Foreignizationusedinadstranslationcanhelppeoplebeyondone’sculturalborder,improvetheopenmindness,andcultivatethetranslationalawareness.Domesticationusednadstranslationcanmaketheadvertisementmoreacceptableandunderstanding,soastopromotethesaleofthecommodity.Accordingly,thethesiswill firstwill providesomeinformationabouttheadstranslation,includingitsfeatures,rules,influcingfactorsandsoon.Chaptertwowill makeaintroductionofdomesticationandforeignization,anddiscusstheadvantagesanddisavantagesofeachapproach.Thelastpartofthechaptertwowillmakeacomparisonofthetwomethodsofadstranslation.Chapterthreediscussesthepracticaluseofdomesticationandforeignizationinadstranslation.Lastly,wewillgettheconclusionthatdomesticationandforeignizationarebothsignificantinadstranslation.Domesticationismorecommon,andmakestheadsmoreacceptable,Foreignizationismoreinternational,andwillexertitsmaximalfunctionwithinappositedegree.Keywords:advertisement;domestication;foreignization;translationDomesticationandForeignizationinAdvertisementTranslation.IntroductionLanguage,asaprimarytoolofcommunication,is animportantpartofcultureandacarrierofculture.So,translation,asabridgebetweentwodifferentlanguages,notonlymeanstranslatingthelanguage,butalsomeanstranslatingtheculture.Languageandculturearecloselyconnected.Consequently,translatorsmusthaveanexcellentfamiliaritywiththecultureofthesourcelanguageandthetargetlanguagesoastobeabletochoosetheappropriatewordstoexpressthecorrectideaandprocessoftheoriginalwriter.Generallyspeaking,therearetwobasicwaysoftranslation,whicharethesource-language-cultureorientedandthe target-language-cultureoriented.The twoapproachescanalsobecalledthedomesticationandforeignization. TheGermantranslatorSchleiermachersaidthat:“Thereareonlytwomethodsoftranslating,eithertheauthordoesn’tbotheroriginalauthorandleadsthereadertoapproachtheauthororthetranslatortriesnottobotherthereaderandleadstheoriginalauthortoapproachthereader”.(Schulte＆Biguenet,1992:42)Thediscussionaboutthetwomethodshaveexistedformanyyearsandstillnotcometotheendtoday.A.AdvertisementandtheAdsLanguageTheadvertisementisakindofcomprehensive,commercialandcommonart,whichiscomposedofthetrademarks,topics,adswords,andpictures.Beingdifferentfromtheliteraryworks,whichpaymoreattentiontotheexpressionofthefeelingsoftheauthor,theadsalwaystrytomeettheneedsofthecustomersandcaterfortheirtastes.Alltheadswordsareaboutmakingthecustomerssatisfiedsoastoachievethepurposeofpromotingtheproductstothepublicandconvincingthepotentialcustomerstobuythem.Theadvertisementisnotonlyacommercialphenomenonbutalsoaculturalpractice.Differentandspecificculturalelementsarecontainedinallkindsofads,especiallytheadsoftheinternationalcommodityorservice.Theadsarealsoatoolofculturaltransmission.1. TheBasicRequirementsforTranslationDifferentwritingstylehasdifferenttranslatingrulesandrequirements,whicharedecidedbythedifferentpurposesandfunctionsofthespecificstyle.Astotheadstranslation,thebasicandpopularlyknownrequirementsarenaturalness,exactness,andunderstandability.Thethreebasicrulescanreflecttheaimoftheadsanditslinguisticandculturalfeatures.Languageisthemediumtotransmitinformation;thetranslatinglanguageshouldcompletelytelltheinformationofthesourcelanguagesoastogettheexpectedfunctionsandeffectsofthesourcetext.Thenaturalnessofthetranslationmeanstoexpresstheinformationofthesourcetextbyanapproachthatisfluent,habitual,andacceptabletothetargetreader,andcanreducethestrangenessofthereader.Inaddition,theforeignculturalelementscanalsobetransmittedtothetargetcustomersintheoriginaluseaslongastheyareeducatedenoughtoacceptthem.Theexactnessisalsonecessaryintheprocessoftransmittingtheproducts’information;otherwise,theinaccurateinformationwillfinallymisleadthepotentialcustomer,andbringnegativeinfluencestothebenefitsofthecooperation.Forexample,inChina,thepackageofthefoodoftenwritesthewords“開袋即食”,andmanyEnglishtranslationis“openandeatimmediately”.However,theword“immediately”meansdoingsomethinginafewminutes,butinfactitmeansthefooddoesn'tneedtobeprocessedanymore,thedishisfinished,andthecorrecttranslationcanbe“readytobeserved”.Onlybycorrectlytranslatingtheads,cantheadsbezoetic.Totouchtheheartofthecustomerandattractmorebuyersinashorttime,itissignificantforpeopletounderstand.Nowadays,peoplearewalkingfasterwithbiggersteps,lessmanhaveenoughtimetothinkabouttheobscureadsmessage,sotheeasiertounderstandthelessdifficulttocatchthecustomer’sattention.Inaddition,theculturalelementsinadsarealwaysdifficulttotransmitinawaythatthetargetcustomersarefamiliarwith.Moreyoungpeoplearelikelytotouchtheforeigncultureinthemostoriginalway,soinsomespecificsituations,theadstranslationcanbemorenovel,andneedn’tbedomesticated.Inconclusion,alltherequirementsofadstranslationarebasedonitscommunicativevalue.Advertisementisakindofcommunication,aslongasthetargetcustomercanunderstand,thetranslationcanproducetheeffectsascloseaspossibletotheoriginalads,ormakethecustomeracknowledgewithsomeexoticinformation,translatorscanmakesomecreationonthebasesofthethreerequirements.2. CriteriaforAdsTranslationItiswidelyknownthattheadsshouldtrytoachievetherequirementsoftheAIDMArules,theyare“attention”“interest”“desire”“memory”and“action”.Consequently,theadswordsareakindofdifficult taskforthedesigner,whoneedshardworkingandshouldpossesscreativeideas.3. LinguisticFeaturesofAdvertisementsThereareseverallinguisticfeaturesoftheadswords.Thefirstoneisitsnovelty.Theadsshouldpossesstheabilityofattractingcustomersandpersuadingthemtobuythegoods.Thepicturesandcolorscansurelyattractcustomersbytheirspecialvisualeffects;however,themoresignificantandprimaryelementisthenoveladswords,whichcanmakethereaderandaudiencewatchitpatientlytotheend.Forexample,theadvocatingwordsoftheworldfamousicecream“Haagen-Dazs”is“ifyouloveher,takehertoHaagen-Dazs”,whichwillsuccessfullyarousetheimpulsesofthecustomerstobuyit.Thesecondfeatureistersenessandunderstandability.Thelanguageoftheadsshouldaccordwiththeage,educationdegree,andeconomicsituationofthetargetcustomers.ThepopularcoffeeNescafe‘stargetcustomersarepeopleinallage,andpeoplewith allkindsofwork.Soitsadvertisementsays:thetasteisgreat”whichissoeasytounderstandtotheall.Ifthewordsareobscureandprofound,thenthecustomers,especiallytheolderoneswillnotbeabletoaccepttheadsandthegoodsorservice.Thethirdfeatureisthecatchyandshortwords.Asuccessfuladvertisementshouldmakeadeepimpressiononthecustomer.Intheinternationalmarket,numerousadsareaccessibletothecustomer.Inordertowinamongsomanycompetitors,thecatchyandsimplelanguageisnecessary.ThesuccessfulexampleoftheNikesportssays“justdoit”.Besidesadvocatingitsproducts,thethreesimplewordshavebecomemanyambitiouspeople’smotto.4. TheoreticalbasicsofAdsTranslationDynamicEquivalenceinAdsTranslation.DynamicEquivalenceorfunctionalequivalencetheoryisthefamoustheoryofEugeneA.Nida.In“AFrameworkfortheAnalysisandEvaluationofTheoriesofTranslation”(1976).Nidasays“therelativevalidityofeachtranslationisseeninthedegreetowhichthereceptorsareabletorespondtoitsmessage(intermsofbothformandcontent)incomparisonwith(1)whattheoriginalauthorevidentlyintendedwouldberesponseoftheoriginalaudienceand(2)howthataudiencedid,infact,respond.Theresponsescan,ofcourse,neverbeidentical, for interlingual communicationalwaysimpliessomediversitiesin valuesystems,conceptualpresuppositions,andhistorical antecedents.(1976:64f) In aword, thedynamicequivalencemeansthereceptorofthetargetlanguageshouldhavethesamerespondwiththatoftheoriginalreadertotheoriginaltext.WecanknowfromtheabovethatNida’sfunctionaltheorypaymuchattentiontothereceptorsandtheirresponses,whichhavethesamefeatureofadstranslation.Advertisementsaremainlyusedforsalespromotion,tomakethepotentialcustomersnoticetheproducts,andservices,sotheresponseofthecustomerstotheadseffecsisextremelysignificant.Thetargetcustomersshouldpossessthesameresponsewiththeoriginaladsreceptorsoastounderstandtheproductwellandbeattractedbytheproduct,buyitatlast.Inthisway,Nida’sdynamicequivalencetheoryisefficientforadstranslation.SkopostheorieinAdsTranslation.HansJ.Vermeer’istherepresentativeoftranslationfunctionalist,andhisSkopostheorieisthebasictheoryofthetranslation.InVermeer’smind,“Anyformoftranslationalaction,includingthereforetranslationitself,maybeconsideredasanaction,asthenameimplies.Anyactionhasanaim,apurpose?.Thewordskopos,then,isatechnicaltermfortheaimorpurposeofanaction.”“Everytranslationisdirectedatanintendedaudience,sincetotranslatemeans“toproduceatextinatargetsettingforatargetpurposeandtargetaddresseesinatargetcircumstances”Accordingtothistheory,theadstranslationshouldtargetattheaimsoftheadvertisement,whichistopersuademoretargetcustomerstobuythegoods.Beingdifferentfromthedynamicequivalence,whichmustmakethesameresponsesbetweenthetargetandoriginalreceptors,theSkopostheoriecanexerteveryapproachtoachievetheaimofads.Ofcourse,thistheorywillpossiblymakethetranslationunfaithfulorincorrect.TaketheChinesesoap“”,theEnglishtranslationis“safeguard”,whichisnotfaithfultotheoriginallanguageastheChinesewordshavenothingtodowiththe“guard”.Eventhough,thissoapisespeciallypopular,becausetheEnglishmeansthebacteriawillbekeptawayfrompeople’sbody.Tosomeextent,aslongasthetranslationisarealdescriptionabouttheproductandcancreatesomepositiveeffects,thistheorycanbeputintopractice.CommunicativeTranslationinAdsTranslation.CommunicativetranslationiscreatedbyPeterNewmark,whoisawidelyknownEnglishtheorist.Inhisbook“ApproachestoTranslation”,hewrites,“Atranslatorshouldfullycomprehendtheintentionofthetext,theattitudeofthewriter,thereadership,thesetting,andconnotationsanddenotationsofthetext.”.InPeterNewmark’stheory,“thecommunicativetranslationcanfulfilltheaimoftranslation,andisoftenusedforinformativeorvocativetext. ④”Therefore,adsasakindofinformativestyle,thecommnicativetranslationisappropriateforitstranslation,asitwillmakethetargetcustomerscommunicatewiththeadswords,andhelppromotingtheproducts.DomesticationandForeignizationinAdsTranslation.DomesticationandForeignizationareputforwardbyItalianAmericantheoristVenutiinhisbook“TheTranslator’sInvisibility”.Thetwoapproacheswillbediscussedindetailinthefollowingchapter..ForeignizationandDomesticationApproachinAdsTranslationTheintroductionofdomesticationDomesticationinGeneralTranslationAsatranslationstrategy,domesticationisputforwardbyLawrenceVenutiin1995,itreferstominimizingthestrangenessofthetargetlanguagereaderstowardtheforeigntext,bringtheforeigncultureandlanguageclosertothetargetlanguagereader,andexpressingthecorrecttheideabytransparent,fluentandfaithfulstyle,soastomakethetranslationworksacceptableandrecognizable.EugeneA.Nidaisoneoftheworldwidelyknowntranslators,histranslationtheoryiswellacceptedandinfluentialinChina,andheisregardedasarepresentativeofthesupportorsofthedomestication.InNida’sopinion,thepurposeofthetranslationisthefunctionalanddynamicequivalence,whichpaymuchattentionontherolesofreceivers.AccordingtoNida,forthepurposeofmakingthecommunicationmoreefficiently,thetranslationofthelanguageshouldbeorientedbythereceiver,andthetranslationshould“triestorelatethereceptortomodesofbehaviorrelevantwithinthecontextofhisownculture”(Nida,1964:159)Thepurposeoftranslationandlanguageiscommunication.Inordertomakethecommunicationefficientandthetranslationacceptable,thetranslatormustbeveryfamiliar with theculturebackground,thecustomandthehabitsoftheacceptorofthetranslationwork.Domesticationcantosomeextentlessenthemisunderstandingbetweenthereceiverandthetranslator.Inaword,thetranslatorsshouldmaketheireffortstodescribetheidea,theaction,theimage,etcoftheforeignlanguageworldcorrespondtotheidea,action,andimageofthereceivingculture.Mostreadersofthetranslationworksarenotassmartandflexibleasthetranslatorseverthought,sothetranslatorsshouldnotbetoodemandingaboutthereceiver’swisdomandimagination.Neverimaginethattheycanunderstandtheworkverywell.Almosteveryreaderwantstoreadtheeasilyacceptableandrecognizablework.Inconclusion,thedomesticationdoesplayaveryimportantandprimaryroleinthetranslationandcommunication.Itisasignificanttranslationstrategyforpeopletocommunicateallaroundtheworld.2.DomesticationinAdsTranslationIftheadvertisementcanreachthepotentialmarketandincreasethepossibilitythatthecustomerswill buytheproducts,thenpeoplecansaythattheadvertisementissuccessfulandeffective.Advertisementcanhelpmakingthecustomerspaymoreattentiontothegoodsandcanincreasethedemandforthegoods.Advertisementhasalwaysbeenakindofcarrierofculture,andwiththetechnologyandsocietybecomingmoreandmoreadvanced,theculturalfactorsintheadvertisement,especiallytheinternationaladvertisement,ismuchmoreinfluentialthanbefore.Internationaladvertisementisakindofinternationalcommunication,andthebiggestdifficulty ofdoingbusinessintheworldwideistobecomefamiliarwiththedifferencesineveryaspectofthatcountry.Advertiserswhoknowthedifferenceswillalwaysbesucceed,howevertheotherswillfailthemosttime.What’smore,themisunderstandingofthedifferenceswillmakesomeadvertisingmistakes.Consequently,inordertoachievetheaimofpersuadingthecustomerstobuytheproductsortheservice,intheprocessofadstranslating,theforeigncharacters,especiallytheculturalfactors,shouldbetransmittedbytheapproachofdomestication,whichwillmaketheadsclosertothetargetcustomerandgivethemthefeelingoffamiliarity.Lastly,theproductswillbeeasilyacceptedbytheforeigncustomer.B.TheIntroductionofForeignization1.ForeignizationinGeneralTranslation.Asatotallydifferenttranslatingapproach,foreignizaitonisalsoputforwardbyLawrenceVenutiin1995,itmeanskeepingthestrangenessofthereceiverholdwiththesourceculture,breakingtherules,tradition,andconventionsofthetargetlanguage,makingthetargetreadergetatruefeelingofthedifferencesincultureandotheraspects,whichjustlike helpthetarget-languagereceivertoenjoyatravelinanothercountry.AccordingtoSchleiermacher,thetranslatorwouldbetter“takeashisaimtopreservethelinguisticandculturaldifferencesoftheforeigntextandgivehisreaderthesameimageandthesamedelightwhichthereadingoftheworkinitheoriginallanguagewouldaffordanyreadereducated’ItiswellknownthatVenutiisthemostoutstandingrepresentativeofforeignization,andheisstronglyagainsttheideaofthe“invisibilityofthedomestication”Inaddition,thefamousChinesewriterLuXunisalsoasupportoroftheforeignization,whosaidclearlythathewouldprefertomakethetranslationmorefaithfulandcorrectratherthantomaketheworksmooth(LiuZhongde,1991:48)Asasignificantfactorforthesuccessofthewritingworks,cultureisanecessarypartandcan’tbeeliminated.Eachwordincludedintheworksshouldbeabletomakethereadersfeeltheculturehidebehindthepaper.Therearemanykindsofdefinitionoftheculture,andthemostfamousoneiswhatE.B.Taylorsays.Itis “Cultureisacomplexwholewhichincludesknowledge,beliefs,arts,morals,law,custom,andothercapabilitiesandhabitsacquiredbyindividualsasmembersofasociety.”(Mueller,1998:87).Consequently,intheprocessoftranslation,whichisakindofrewriting,everyaspectoftheculturalelementsofthesourcetextshouldbeexpressedcorrectlythroughtheforeignlanguage,toreachtheaimofmakingthetargetreadergetatruefeelingoftheforeigntradition,customs,habits,andsoon.Inthisway,thetranslatingstrategyofforeignizationshouldbefrequentlyusedbypeople.Underthesituationofglobalization,peoplelivedincertaindistrictsshouldbeopen-mindedtoknowthevarioussplendidculturesandcivilization acrosstheworld,stepoutfromthehabitualconventionsandrulesoflocalplaces,andcultivatethecross-culturalawareness,sotheforeignizationwillgivereadersthechancetoknowtheworld.Inthelongterm,foreignizationwillpromotetheunderstandingbetweendifferentpeople,andmakethecultureofdifferentdistrictsmorecolorful.2.ForeignizationinAdsTranslationAtpresent,advertisingisplayingamuchmoreimportantroleintheeconomicsociety,andtheeternalandthefirstpurposeoftheadsistopromotethegoodsandservices,ormakingagoodimagineforsomecooperation.Inaddition,withthedevelopmentofthe“worldvillage”,everycountryistryingtopromotethemselves bythepowerfuladvertising,andtheadvertisementhasalreadybecomeakindofculturalform,itnotonlytransmitthegoodsorservices’informationtothebuyers,butalsoenablethemenjoythewonderfulcultures,soforeignizationshouldbeusedtotransmittheculturalcontentspreciselyinordertomakepeopleacrosstheworldfamiliarwitheachcountry,andenrichtheirownculture.What’smore,tosomespecificgoodsorservices,thetargetcustomersofpromotionaretheyoungandenergeticpeople,whoholdnoveltyideas,richimaginationandmuchmorecuriousaboutnewthings.Sotheforeignizationcanmakethembeattractedbytheads,andmeettheirneedsofpursuingdifference.What’smore,sometheyoungpeoplearenotasthriftastheolderones,theyareeasytobuythethingstheyareinterestedin.Inthisway,foreignizationcandorealizetheprimaryaimoftheadsofgainingmoreprofits.Inconclusion,foreignizationisalsosignificantinadstranslation,aslongasusingthestrategyappropriately;itwillalwayspromotetheeconomicandculturaldevelopment.C.TheComparisonofDomesticationandForeignizationIntheprocessoftranslating,makingthetranslatingworkfaithful tothesourcetextandconformingtothelinguisticrulesinordertomakethetranslationclearandintelligiblearetheaimofeverytranslator.However,thetwosidescan’betrealizedatthesametime.Sothediscussionthatwhichstrategyismuchbetterthantheotherhaslastedforalongperiodandisstillbeingdiscussedtoday.ThemostfamousoneisthedebatebetweenLuXunandZhaoJingshenintheearlyperiodof1930s,ofwhichthefocusisthe“faithfulnessand”“smoothnessIn”.general,foreignizationwillcreateadifferentkindofexpression,andpromotetheculturetobemorecolorful,domesticationwillmaketheexpressionmorenaturalandtranslatingworkclosertothereader.Differentlanguagepossessesdifferentlinguisticstructures,rules,habitsandcarriesdifferentculturalelements.Totallyforeignizingordomesticatingthesourceworkisimpossibletotransmittheideacorrectly andcomprehensively,sothedomesticationandforeignization shouldbeusedsimultaneouslyandappropriately.Whiletranslating,thelinguisticstyleandstructureshouldbedomesticatedofthemosttime.Asdifferentlanguageshavedifferentfeatures,domesticationwillmakethetargettexteasytobeunderstand,natural,andreasonable.Forexample,theEnglishhabitualsaying “inJune1993 ”,butthetranslationinChinese在is1993年的6月“”,whichisthehabitualsayingandreadssmoothly.Ontheotherside,ifthesourcetextcarrysomenationalfeatures,uniquefigures