language

b. Cultural substitution
This strategy involves replacing a culture-specific item or expression with a target-language item which does not have the same propositional meaning but is likely to have a similar impact on the target reader. The main advantage of using this strategy is that it gives the reader a concept with which s/he can identify, something familiar and appealing. There have been criticism on this strategy in the Chinese translations circles by the ‘faithfulness school’, which argues with an accusation that it destroys the original image. Examples are plenty: whether ‘shedding crocodile tears’ or ‘The cat’s tears for the mouse’ (Chinese expression translated by myself) should be used; whether ‘kick down the ladder’ or ‘dismantle the bridge after crossing over the river’(Chinese expression translated by myself) ; whether ‘A rolling stone gathers no moss’ or ‘A running river does not stink and worms do not eat well-used doors and windows’; etc. The translator’s decision largely depends on the purpose of Chinese translations. Nord (2001) provides a pair of concepts that is of great help for us: documentary Chinese translations (preserve the original exoticizing setting) vs instrumental Chinese translations (adaptation of the setting to the target culture). Whether a Chinese translations ought to be instrumental or documentary when cultural and historical elements are involved is therefore the translator’s decision. If s/he focuses on the transmission of the original flavor for readers’ reference, documentary Chinese translations is preferred; if s/he mainly intends to convey the information for basic communication, instrumental Chinese translations is sufficient. Moreover if the purpose of a Chinese translations is to achieve a particular function for the target addressee, anything that obstructs the achievement of this purpose is a Chinese translations failure. Examples in Chinese translations of advertisement and other business areas provide the most convincing proof because the quality of your Chinese translations determines the sale of the products. If they are sold well in the target customers you deserve good pay.