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1.2 Research Background and Significance
From reform and opening-up policy in 1978 to entering WTO, then to successfully hosting 2008 Beijing Olympic Games, China has developed into a big country of the world in respects of economy, culture, science and technique, and so forth, which provides more and more opportunities for many Chinese companies to export their products and services to foreign countries, and to compete with foreign enterprises; meanwhile a large number of foreign products and services are rapidly pouring into the Chinese market. Under this situation, advertising as an effective way to publicize products and services becomes more and more important and its translation plays a significant role in promoting sales of products, developing international trade, and enhancing international communication. Advertising is a kind of practical style with high commercial value, whose main function and ultimate purpose is to persuade consumers accept and buy advertised products and services. As is mentioned in the beginning, a successful advertising in one country may lead to a different result in another. So with so many specialties of its own, successful translation of advertising is a big headache for both translators and experts in translation studies. Nevertheless, there is an agreement that evaluation of a successful translation of advertising is based on the degree in which it is accepted in the target country.