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With the military expansion and colonization activities of Britain and the United States in the last centuries, their own official language, English, also has been brought to their colonized areas, making English gradually become the lingua franca of the world. Under the backdrop of the end of the Second World War, with the development of decolonization and the rises of national liberation movements, many colonies of the European countries and the United States were successively freed from the control of suzerains and finally achieved political independence. The old colonial rules collapsed, and the world has entered into the post-colonial era.

However, it does not mean that the dominating control from the former colonizers has ended completely. What ended is merely the nominal colonial rule, and in fact, a new colonial rule system still exists with invisible patterns in the religious, ideological, cultural aspects and so on, which are influencing many people’s minds from ex-colonized countries. The modern society has evolved into a pattern with Western monopolies at the center and the Third World at the periphery. Neocolonialism has become another way for imperialist countries to maintain their colonial rules. It is a system of indirect rule in which the transfer of political independence is exchanged for economic control and exploitation①. Neocolonialism is characterized by the economic domination of large international corporations on the former colonized countries which have dependence on exports of natural resources and imports of manufacturing products (Elaine et al, 2004). Even up to now, the former suzerains, especially the United States, are still keeping their dominating controls on the world by relying on advanced military forces, science and technologies and so on. Due to the advanced technologies and high price, the products of Apple has gradually become the symbol of wealth and fashion, and the target for many people around the world to seek for.

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1.2 Purpose and Significance of the Research

1.2.1 Purpose of the Research

The main purpose of this research is to conduct a comparative study between the two official websites of Apple in order to analyze the translation characteristics of multimodal advertisements from Apple (US) to Apple (Chinese Mainland) and to discuss and analyze some possible reasons for these translation characteristics from the perspective of Postcolonial Translation Theory, aiming at noticing the translators from some countries in the Third World or the ex-colonized countries with weak discourse influence to use translation as a weapon to fight against cultural hegemony and harmful ideological penetration from western countries, especially the United States, and to bear the criterion of “conforming to local cultures” in mind, rather than blindly following the rules of countries dominating the language and cultural hegemony all the time.

1.2.2 Significance of the Research

(1) Theoretical Significance

This research is a special application of Postcolonial Translation Theory to advertising genre. Firstly, most domestic studies on Postcolonial Translation Theory ha本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。