A Report On The C-E Translation Of Publicity Materials Of Universities From The Perspective Of Text Typology Theory

As the frontier of science and technology innovation,universities can promote themselves and explore international cooperation in science and technology through international publicity.The C-E translation of university publicity materials,therefore,plays a vital role and deserves further studies.The translation of publicity materials of School of Electrical,Automation and Information Engineering of Tianjin University being the research object,this report intends to explore its translation strategies and methods from the perspective of text typology theory.Publicity translation is defined as the translation of publicity materials.By studying the translation of university publicity materials under the guidance of text typology theory,the author classifies the materials in practice as informative texts and operative texts.Translation strategies and methods of different text types are discussed through analyzing examples that are carefully selected.The research findings are as follows: when translating informative texts,the translator should focus on the information of the source text which includes facts beyond the text.The communicative translation strategy should be adopted in the translation process,in which the translator should focus on three aspects,i.e.the accuracy of words,the completeness of information,and the soundness of logic.The translator is required to understand and verify each essential word so as to choose the most accurate translation for the target text.In terms of the completeness of information,it is required that the translator should make complementary of the missing or incomplete information.Moreover,the logic of the source text should be fully understood so that the translator may smooth the text with necessary linking words.When translating operative text,the translator should also apply the communicative translation strategy so as to ensure that readers of the target text have the same feeling as readers of the source text.During the translation process,the translator may adopt some methods including the omission of information,the embodiment of feelings,and cultural adaptation.Specifically,the omission of information allows the translator to omit some unnecessary and unimportant information in terms of arousing readers’ feelings.The embodiment of feelings may allow the translators to replace some emotionless words with emotional ones to arouse the feeling of target readers.And the cultural adaptation emphasizes that the translator should down-tone the expressions with strong cultural backgrounds and replace them with expressions that readers of the target language are used to.It is hoped that the present report may inspire further study of publicity translation in universities and help the translators to improve their translation.