Investigation Into The Factors Affecting Communicative Effects In C-E Translation Of Publicity And Their Countermeasures

With the further development of the policy of opening to the outside world and the acceleration of the process of globalization, China enjoys an increasing number of opportunities to participate in international exchange and cooperation. And it is beyond dispute that C-E translation of publicity plays an important role in introducing China to the outside. But unfortunately, on occasions, the effect of C-E translation of publicity fails to reflect the current situation in China as it is due to some factors. Moreover, ineffective strategies in publicity sometimes result in negative effect, so much so that the image that China is a responsible and thriving power is more or less weakened and this nation even meets hostility. Hence, this thesis aims at exploring some ways in which the basic situation of current China can be publicized to the outside as it is and the image of the nation can be well preserved through the analysis of the common problems in C-E translation of publicity and the establishment of translation principles.The whole thesis consists of five chapters. Chapter one serves as an introduction which deals mainly with the general review of the development of translation research and the achievements in the research of C-E translation of publicity in China. In addition, this chapter also decides on the significance and purpose of the research as well as the structure of the thesis. Chapter two depicts the basic elements of communication science and introduces some major communicative theories at each stage of the communicative process, namely, sender, information, media, receiver and effect. Chapter three analyzes the main characteristics and problems in C-E translation of publicity and thereby makes clear some factors affecting communicative effect in C-E translation of publicity in China with the help of some specific examples, i.e. cultural heterogeneity, ideology and failure in strategy. Chapter four determines, on the basis of Communicative Translation and Skopostheory, the translation principles --- general principles and specific principles --- in C-E translation of publicity which comprises the core of the thesis. The general principles include the law of information conservation, the law of dialectical unity of foreignization and domestication, the law of intertranslatability and the law of TL receiver-orientedness. And the specific principles include adaptation, omission, supplement and reorganization. Chapter five is the conclusion reinforcing the above-mentioned principles and pointing out the possible contribution of this research and the limitations of analyzing C-E translation of publicity from a communicative perspective as well.