Translation and Culture:Translation as a Cross-cultural Mediation

Translation is a complex activity which involves language competence as well as proficiency in multiculturalism.From the perspective of multiculturalism,translation resembles recreation of source text by grasping essential meanings to produce a subtle target text which can be clearly perceived by target readers.Ignoring cultural issues can present serious mistranslations in the field of advertising translation.This paper aims to explore the significance of connotation confined by the framework of culture and point out that verbal translation is a dangerous inclination by illustrating three business examples.This paper argues that crosscultural mediation plays an important role in translation.