The Study On C-E Publicity Material Translation Problems Caused By Cultural Differences Under The Guidance Of Skopostheorie

Since its birth in 1970s, German Functionalist Skopostheorie has great influence on translation. However, together with a large amount of praises, the theory has been criticized, questioned and even misunderstood by many experts. In China, scholars and experts have made considerable efforts to explain and apply this theory. However, questions are still frequently asked such as "What are the key concepts of skopostheorie?" and "How does the skopostheorie guide translation?" These questions suggest there is still room for further discussion of the application of the theory.As the most influential translation school since 1970s, skopostheorie has shaken the leading role of the traditional "source-text oriented" translation concept and questioned the authority of equivalence theory, which arose fierce resonance among translators and experts. Skopostherie focuses on translation skopos, redefines the concept of translation, and elaborates on the relevant participants of translation process and the translation conditions. Many experts have unanimously agreed that the theory has ended up the dispute over literal/free translation and given translators more initiative. The translators have broken the shackles of being faithful to the source-text and have the initiative to choose translation strategies according to translation skopos. However, the theory has been questioned and criticized in such aspects as the status of the source text, the translation skopos, the translators'norms and the application range of the theory. The research mainly makes response to such issues with regard to the application of the theory guiding publicity material translation. The thesis is trying to test the feasibility of skopostheorie in guiding solving problems in C-E publicity translation caused by cultural factors. Accordingly, translation strategies have been put forward to deal with these translation problems under the guidance of skopostheorie.This thesis consists of five parts. The first chapter introduces German functionalism skopostheorie, its status, as well as the approaches to be taken and research content. The main body ranges from chapter two to chapter four, starting from the introduction of definition, classification, features and functions of publicity material. An overview of the past and current study on the subject is being introduced. At last, it concerns C-E publicity material translation problems caused by cultural differences between China and foreign countries. The inefficiency of linguistically-oriented translation theory dealing with C-E publicity material translation problems calls for some other theory. Accordingly, skopostheorie is introduced to cope with the task. The relevance and implication of this theory on C-E publicity material translation is introduced. Moreover, the strategies dealing with C-E publicity material translation problems, that is, foreignization and domestication are verified in the light of skopostheorie.It is concluded that skopostheorie has provided theoretical proof of using some non-traditional methods. Under the theory, although target text resulting from using these methods is not equivalent to source text, it is feasible as long as the target text is adequate to the skopos of translation. Meanwhile, skopostheorie has given some guidance about strategies solving C-E publicity material translation problems. The strategies solving translation problems caused by cultural differences should be used according to the skopos of the translation.