On The Communicative Effect Of External Publicity News From The Perspective Of Skopostheorie

Dwight David Eisenhower, late American president, had a famous saying:"To spend one USD on the publicity is equal to spending five USD on the national defense" What he pointed highlighted the significant status of publicity or international communication to the importance of national defense for every nation. The world today is experiencing an ever rapid growing of publicity materials that provides a promising future for publicity for every country involved. Publicity materials have long been regarded as one of the major source of information through which foreign people define our nation in terms of society, culture, economy, politics, education, etc. As an essential means of international communication, it is evident that the quality of publicity materials in English will influence China's external publicity significantly. To meet the crucial demand for cross-cultural.communication, CCTVNEWS, the only English channel of China Central Television, has never been sparing itself in presenting well-organized programs to publicize China from all-round perspectives and lead a positive image of the nation worldwide.This thesis attempts to study the communicative effect of CCTVNEWS, i.e. how the channel gets its deserved purpose, which mainly focuses on the C-E translation of publicity news in CCTVNEWS.Besides, the revamp of the channel is reviewed as the supplementary way to serve for better communicative effect. As the window of China and the major publicity media, the eventual purpose of CCTVNEWS is to leave the foreign audience a good image of China and promote China's international status. To achieve better communicative effect, the channel was revamped and centered on news report. Evidently, the C-E translation of publicity news in the channel deserves great attention for the quality of the English news has a direct impact on the ultimate communicative effect of the channel.As the major translation theory of functionalism, skopostheorie takes translation as a specific form of human action with an intended purpose and stresses the importance of the purpose for it determines the strategies that would be adopted through the translating process. Under the guidance of skopostheorie, translation is supposed to be reader-oriented since the target readers'response must be taken in advance in this particular international communication.Based on the skopostheorie, this thesis explores the translating methods through making comparison studies on the same authentic news reported both in CCTV-1 and CCTVNEWS. With careful analysis on the chosen news, it is proved that the guiding methods are domesticating and foreignizing, while the specific strategies including interpretation, omission, recreation and literal translation. Besides, it also reviews the revamp of the channel. For better communicative effect, the channel change its "taibiao" from CCTV-9 to CCTVNEWS, displaying the channel in a more appropriate way and catering to foreign viewers'habits. Both the translating strategies and the revamp purposefully serve for the highest communicative effect of the channel, and it has achieved the purpose since most of the feedbacks are positive.Based on the analysis of the strategies and the revamp, the thesis comes to conclusions as following:(1) Skopostheorie is practical in guiding C-E translation of publicity news as well as its communicative effect. (2) CCTVNEWS has achieved sound communicative effect through its appropriate translating strategies adopted on news translation and well-revamped image. It is hoped that the study can have some implications on the opening of English channels in local area.