On English Publicity Materials Translation Of 2010 Shanghai Expo From Skopostheorie

With the rapid development of our economy and the continuous advance of globalization, the importance of publicity materials in social life has become increasingly prominent. Currently, C-E translation still plays an important role in foreign affairs because it has a direct influence on the success or failure of Chinese culture spreading. Thus, we can see the importance of the translation of publicity materials. Following the principle of "different inside and outside", their translation is determined by the target-language readers. Publicity materials translation is different from general C-E translation, for the audience know little about Chinese culture and background knowledge. Now inappropriate translation and dispute of C-E translation is gaining more and more target-language readers'attention because the acceptability of C-E publicity materials translation for the audience has the relationship with China overall image in the world.This thesis aims at an analysis of the translation of publicity materials of C-E Shanghai Expo from Skopostheorie. Trying to work purposefully to discover the principles underlying publicity materials of English Shanghai Expo translation, which is a targeted activity. Its ultimate purpose is to induce the foreigners to read the publicity materials smoothly, and it means to produce some new words about Shanghai Expo with defined functions of informing, persuading and entertaining the target audience, serving as the cultural medium and communicator, appealing to the audience's interests and increasing the economic income of Shanghai Expo. According to Skopostheorie, translation strategies are determined by the purpose (Skopos) of the target texts. Thus the translator can choose corresponding strategies and methods that can best serve the required functions and finally realize the Skopos of the translation. This paper, from the perspective of Skopostheorie, conducts a survey of six target-language readers who come from the different English-speaking countries. Shanghai Expo Organizing Committee designates Shanghai Expo as the only official magazine. This paper takes Shanghai Expo as the blue script to discuss the application of Skopos in target-language readers. The main function of publicity materials is information function. In order to convey the original information effectively, the translators usually take some special methods:such as explanation, annotation, abbreviation, restructuring and other methods. In this process, the translator considers the audience's environment, expectations and context, and provides the best contextual effect so as to achieve optimal relevance. However, the difference with other relevant articles of C-E publicity materials is that this thesis puts more emphasis on the target-language readers'angle in investigating their satisfaction and acceptable degrees, and what makes good publicity materials. It aims at providing some reference advice for the work of translation publicity materials in China.