Strategies Of C-E Translation In The Foreign-Oriented Publicity Texts: A Perspective Of Skopos Theory

Since the adopting of reform and opening-up policy, it is necessary and urgent for China to communicate with the other countries. In the economic field, China has made great achievement. Nowadays, more and more foreign enterprises enter the Chinese market; so the Chinese-English translation of foreign-oriented publicity materials is increasing. Therefore, we have the necessity to find the effective translation strategies to ensure the success of the foreign-oriented publicity materials translation, which can set up the good image for China. This thesis aims at probing into the Chinese-English translation of foreign-oriented publicity materials from the perspective of Skopos Theory. Based on it, the suitable strategies of domestication and foreignization are advocated to ensure the success of the foreign-oriented publicity materials translation. In the process of translation, domestication and foreignization are not contradictory but complementary to each other. The culture transplantation needs many kinds methods and patterns, therefore, the translator should adopt many translation methods or strategies in the process of translation in order to keep the source culture. In the target text, a translator should consider which source language culture should be kept, which should be deleted and which factors of the source culture must be adjusted. The translator can choose the strategies based on the analysis of the writer's intention, the translation skopos, the types of the text and the reader to adapt the culture of the target text. For the translator, understanding the differences between the two kinds of cultures is very important.Translation is a complicated process, including linguistic and cultural transfer. Because many translation scholars began to study translation from different perspectives, many theories came into being. For example, the functional approaches, which appeared in the 1970s, can provide basic principles and methods for all kinds of translations. Skopos Theory is the core theory of the functional translation theory, what it pays great attention to is not the equivalence or perfect of the target text and source text but the emphasis of choosing the best methods, aiming at the intended function of the target text on the basis of analysis of the source text. That means that the translator must choose the specific translation methods or strategies according to the specific translation skopos. Based on Skopos Theory, in the process of translation, the methods chosen by the translator must be decided by the intended function of the target text. In order to achieve the purpose of translation, the translator should grasp the intention of the source text to choose the proper translation strategies according to the intended function of different types of the texts. The translator should adopt adaptation or alteration according to the need of the readers of the target text. For the source text difficult to deal with caused by the difference of the culture, to choose the translation strategies or methods is more important. According to Skopos Theory, translation is a purposeful intercultural action. The purpose of the translation action determines the translation strategies. The process of the translation is conditioned by many factors. In the translation of foreign-oriented publicity materials, Skopos Theory emphasizes the interaction of the original author, the translator and the target text readers. The translation text should be a target language-culture oriented, reader centered. Through analyzing the nature of domestication, the author pointed out that domestication is a target language-culture-text oriented, reader centered and functional equivalence translation strategy. In order to make the translated version intelligible and acceptable to the target readers, the expressions in the target language culture should be acceptable language. So domestication strategy is an effective strategy in the foreign-oriented publicity materials translation.At the same time, with the development of China, the culture exchange between China and the outside world is becoming more and more frequent. This communication is two-directional. China not only needs to absorb the foreign culture but also needs to introduce its own culture to the outside world, therefore, Chinese culture will have an influence on the world culture. Because of the culture difference between China and the world, the new idea and things unique to China can't have equivalents in English. So in the translation of foreign-oriented publicity materials, China English appeared. This can only be translated by foreignization strategy. The foreign-oriented publicity materials translation has the role of introducing Chinese culture and new idea appearing in China. However, there are no ready-made equivalents in English for these things unique to China. Translators have to adopt foreignization strategy, which is source-language-culture oriented, author centered and formal equivalence translation strategy. It strives to preserve the original flavor as much as possible in order to keep the foreignness of the source language culture. Therefore, foreignization is an effective translation strategy for maintaining Chinese cultural characteristics in the translation of foreign-oriented publicity materials. Domestication and foreignization are complementary each other in essence. So they are effective translation strategies for publicizing China to the outside world.The paper is divided into five chapters:The first chapter introduces the development of the foreign-oriented publicity materials and the significance of the study.The second chapter is an overview of foreign-oriented publicity materials and the Chinese-English translation, giving the definition of the foreign-oriented publicity materials, analyzing the classifications and features of foreign-oriented publicity materials, achievements of the translation of publicity materials and problems in C-E Translation of foreign-oriented publicity materials.The third chapter introduces Skopos Theory: the theoretical foundation, theory of action, basic concepts of Skopos Theory and the signification to the translation of the C-E Translation of foreign-oriented publicity materials.The fourth chapter analyses the strategies of domestication and foreignization based on Skopos Theory, gives all kinds of definitions about domestication and foreignization, and explains the reasons of advocating them and the applying to the foreign-oriented publicity materials.The fifth chapter summarizes the text and draws the conclusion. The author points out two important strategies—domestication and foreignization. The translator should decide to choose the strategies according to the intended function of the target text, the purpose of the author, the translation purpose and the request of the reader.