Due to different philosophic thinking, concept of value and linguistic and cultural customs, there are different systems of translation in Chinese and western countries。 Western translation theories have a strict system of method, precise theoretical description, fine, qualitative and quantitative analysis。 After the war, the western translation research became more and more thriving, thus came out different and colorful translation genres。 Also, it came out a lot of famous translators。 The translation thinking, translation methods and the views of research changes quickly, so it is helpful to us to introduce these western theories and enhance Chinese and western communication。 

   The western translation theories include Alexander Fraser(1947-1814) Tytler’s three pieces of principles of translation in his Essay on the Principles of Translation(1791)。 The first one is "A translation should give a complete transcript of the ideas of the original work。 The second one is "The style and manner of writing should be of the same character as that of the original。" The third one is "A translation should have all the ease of the original composition。" Nida's functional equivalence, Newmark's semantic translation and communicative translation。 The first one of Newmark's theories focuses on the translation of the meaning of the words, while the latter one focuses on the expression of the purposes of communication。 Other translation theories include faithfulness, expressiveness, elegance, faithfulness and smoothfulness, domestication, addition, deletion, literal translation, free translation and so on。

    Now, let’s have a short review of western countries development of translation theories。 

Here is a short review of the history of western translation。 There are six high tides。 The first one was in the 4th century BC to the third century。 In this period, people translated some Greek drama into Latin or used Latin to recompose Greek drama。 This made ancient Greek literature to be spread and inherited。 The second one was between the 4th century and the 6th century。 It was closely related to the development of Christianism。 In this period the Bible was being translated from Greek to Latin。 The third high tide was between 11 century and 12 century。 The Christian and Muslim got interested in adverse culture。 The Arabic was translated into Latin。 Besides, Spain became the academic center in Europe。 The fourth one was in the European Ranaissance between 14th century and 16th century。 Translation deeply came into religion, thought, politics, philosophy, literature and so on。 What's more, the leader of the German religious reform Martain Luther translated Bible into German, which laid a foundation of the development of German。 The fifth high tide was in the second half of the seventeenth century to the 20th century。 In this period, translation was mainly focusing on literatures。 And the last one was from the end of the Second World War。 In this period, the scale, the depth and the width of the research in translation is remarkable。 Besides, the fields of translation are not only in religion and literature, it spreads quickly to science, education, art, business, tourism and other parts of the social life。 Also the machine translation is developed。

2。3 Reasons for the difference of advertising translation

Actually, the biggest reason in the differences of western and Chinese translation is the culture difference。 Different culture brings different nations。 People in different cultures have different thinking styles and different habits among daily life。 

There are a lot of reasons leading to the difference among two kinds of cultures。 First, the difference is from language itself。 Not every word in two culture can be corresponded。 For example, "粽子" is a kind of food in China, but it can not be found in western country, so it can not be corresponded。 So when people translate it they always use Chinese pinyin with annotation。 In western culture, "Dutch Uncle" refers to those who criticize others a lot and annoying, but this can not be found on Chinese culture。 Also, sometimes the meaning of the corresponding words is not always the same。 For example, "红茶" should be translated into black tea not red tea。 Taboos are one of the factors。 Taboo exists in every culture, but sometimes one object in this culture means a positive, lucky, beautiful and happy thing, in another culture it means a negative thing, and it may represent something evil, unlucky。 For example, goat, in Chinese culture, it is a lovely and kind animal。 But in western culture, goat represents that people are addicted to luxury life and laziness, even addicted to sex。来*自-优=尔,论:文+网www.youerw.com 从目的论的角度探讨广告翻译(3):http://www.youerw.com/yingyu/lunwen_81749.html