2. 3. 2. 2 Mode of Thinking The traditional ideology ensures that Chinese’ s mode of thinking is somewhat characterized by subsequence. That is to say, “the Chinese people tend to look backward their history, admire their ancesstors, respect their experience and follow tradition… get accustomed to thinking in the mode of thinking as well as historical conclusion of the ancients, the Saints, the ancestors and authorities. They stress the succession of history.” [8] Oppositely, “the Westerner’s mode of thinking is characterized by advancing and creativity. The mainstream of the western culture is the tradition of respecting democracy, freedom, science and ration. The intelligence of the West is enthusiastic in striving constantly for searching, deploitation and creating. The advancing awareness and individualism drive the westerners never indulge themselves in history, admire authority or follow firmly an existing mode of thinking of the ancestors.” [8]
Mode of thinking, intimately related to culture, reveals characteristics of culture and psychology, and also places restriction on culture and psychology. Different cultural features will be displayed on people who inhabit a long time in a specific region, so different modes of thinking are often formed.
First there are different self judgment between Chinese and the Westerners. Chinese pursues “similarity” while the westerners anyhow appreciate “divergence”. “Humanism in China stresses less on personality, but attaches much to patriarchal clan system as well as interpersonal communication and emphasizes collectivity as well as solidarity. It regards individual as a component or a role of the colony. Comparably, humanism in the west acclaims humanity and stresses personality. Surveying the group in terms of an individual, it holds the idea that the colony should be set on the basis of individuals. Individualism is what the westerners advocate.” [8]
Chinese culture emphasizes group conception and pursues a general idea. Advertisement wording like “老少皆宜”(Applicable to all the youths and the aged.) or “大家好才是真的好”(It is good when everybody are good.) can be heard frequently, which shows the thoughts of Chinese nationality that advertisement is designed to all consumers. Nevertheless, having received the values of individualism since a young age, the westerners follow view of individualism and stresses personality. The advertisement in the west is often designed facing a personal consumer. Diversity of the products is emphasized, in order to provide choices available to different consumers. For example, an advertisement made for Oral-B brush is “Ask your dentist which Oral-B brush is right for you.”
Second, there is different emphasis on products propaganda.
Chinese people respect tradition and authority. Here are many expressions in advertisement like “荣获称号”(titled with ), “获…认证” ( certificated by ), “中华老字号”( a traditional and renowned brand) or “祖传秘方”(secret recipe passed down from the ancestors.) This kind of advertisement is eye-catching to Chinese people who respect tradition, while it will be treated coldly by the westerners, since they are more convinced by their own judgment, since they put more attention to innovation. I t will be difficult to achieve an expected function, if the translator dose not change his conception.
2. 3. 2. 3 National Psychology
Advertisement made for Mitsubishi automobile manufactured in Japan contributed a lot to winning it a worldwide fame. Quite fit to Chinese people the advertisement is translated as “古有千里马，今有三菱车。” （There was winged steed in ancient times, whereas there is Mitsubishi in contemporary age.） While making transaction with America, this advertisement, applying mechanically the first sentence in America’s Independent Declaration “All men are created equal.” is translated as “Not all cars created equal.” In this way, the wording suggests that Mitsubishi is much better than other automobiles in quality. [9] This different idea in advertisement constructed according to the different condition of a country undoubtedly brings the seller huge profits. Besides, it should be noted that there is a distinctive discrepancy between the West and China on thoughts. The West is a much open society, the trace of which can be found in advertisement. An advertisement about a perfume named “Flauric”from France reads as “One drop is for beauty, two drops for a lover, three enough make a love affair.” The concept of the Chinese people is relatively conservative and the advertisement law in China also forbids any coprological contents. In case the advertisement is translated literally, it would be hard for Chinese consumers to accept.
2. 3. 2. 4 Aesthetic Orientation In addition to its own linguistic features and expressive styles, advertisement translation has a function on emotion transmission. Psychologist on marketing says, “Emotion is an important factor that will influence the consumer’s attitude and action. To catch the consumer’s heart is an essential principle for successful sale.” So ideas on modern marketing attach much importance to catching the consumer’s heart and strive to win their support. An advertisement with aesthetic values is an edge tool for modern marketing. If the advertisement translation goes against the aesthetic orientation, the saleroom will be inevitably affected to a large degree. For example, a diet product used to be translated as “obesity-reducing Tablets”, exported to America, where it found no market for a long time in the beginning. Market survey for this case demonstrated that the translation for this translation for this product disobeyed the consumers’ aesthetic orientation. In the viewpoint of Americans, Obesity-reducing Tablets are supposed to be consumed simply by obese people. Anyhow, market was immediately established after the name is changed to slimming pills. Therefore, it is important to take the consumer’s mind of being swank into consideration while doing advertisement translation.
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