3.6.3　Localization

This is a very novel term in the field of AVT.In Davies’ definition of translation strategies，localization is the opposite of globalization.It is a strategy that translator uses to “anchor a reference firmly” in the target culture.（2003： 84） Examples include： changing the English word for “wellington” into the Chinese “雨鞋”； and changing the Chinese term “包子” into the English phrase “steamed dumpling”.Aixela argued that this strategy was used frequently in translating children’s works，but it is beginning to decline.（1996： 63） However，when translating between English and Chinese，the cultural difference between a Western country and China is more pronounced than if the translated product was exchanged between two Western countries.For this reason，localization is still a feasible technique used in translating films between English and Chinese.In the sample film，localization is evident in the use of Chinese idioms，archaism，and vernacular language within the subtitling，which ought to be reassuringly familiar to a Chinese audience.In recent translated animation films，typical Chinese modern language expressions of this kind are frequently used.For example，in Despicable Me 1：

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In response to this observation,the next chapter will present two empirical research methodologies,known as corpus and questionnaire,which will be used to help demonstrate whether effective translation strategies can indeed improve the quality of subtitling,and also the extent to which the use of common and topical Chinese enhances the experience of engaging with the target subtitles for the majority of the audience.

In addition,it is worth mentioning a new tendency towards localization in the last two years.For recently released English language animation films,film producers have added some literary devices called “Chinese elements” into the original film’s content in order to optimize sales in the Chinese marketplace.For example,in The Smurfs 2 (Autumn 2013),reference was made in the translated content to a popular Chinese talk show,the name of a famous Chinese blogging website and the name of a Chinese film website.These elements are clearly intended to increase accessibility and familiarity amongst the target audience.Another example is Monsters University (Summer 2013),in which the producer introduced even more “localized” elements into the film,such Mike’s university application form being in Chinese,and the professor’s handwriting on the blackboard also being in Chinese.From these two examples,one can see that “localization” plays an important role in the translated film industry; indeed,it is a critical and increasingly necessary component in foreign films.