| From the perspective of schema theory, this paper attempts to analyze the process of English translation of Chinese tourist publicity materials. Chinese and English-speaking people possess distinct language, formal and content schemata and schema transformation is inevitable due to cultural and individual differences in the translating process, which involves decoding of schemata in SL text and re-encoding of schemata in TL text. By probing into the different phenomena caused by schema difference and schema transformation, the author proposes some effective measures to activate relevant schemata in the translator and the TL reader so that the translated text could have similar effect in the receptor as the original text do in the SL reader.
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