C-E Publicity Translation: Problems And Suggestions

The reform and opening-up since 1978 has witnessed China'sinvolvement in increasingly frequent exchanges and cooperation with othercountries and regions. It is not exaggerated to say that foreign publicity hasplayed a vital role in this regard, whose quality is significantly determinedby C-E translation.Although recent years have seen much improvement in C-E publicitytranslation, things are still far from satisfactory. Even in China'smetropolises like Shanghai, one can easily find many mistakes in publicitytranslation.This thesis classifies the major problems in publicity translation intotwo categories—Hard mistakes and Soft mistakes, each followed bymistakes from public places and publicity materials like tourist manuals. Byanalyzing those mistakes, the paper probes into some causes for both typesof mistakes. The thesis also suggests translation strategies for publicitytranslation from the perspective of functionalism and Newmark's andNeubert's language functions and text-categories. Finally, some suggestionsfor avoiding pitfalls or minimizing errors in C-E publicity translation aremade, namely, interpretative translation, adaptation, borrowing and so on.This thesis aims at drawing the attention of publicity translators at largeto the quality of publicity translation and the flexible adoptions of varioustranslation strategies to enhance the acceptability of C-E publicitytranslation on the part of foreign audience.