On C-E Translation Of Publicity Materials From Perspectives Of Skopostheorie And Communicative Translation Theory

The world today is characterized by an ever growing demand for communication, resulting in the pressing need for people throughout the world to engage more to the exchange of information. As a special and important source of information, publicity materials have been regarded as an essential and influential part of how we define our own country, company or certain entities and organizations. The successful transmission of the important information cannot be achieved without the correct understanding of the cultural elements involved and the adequate translations of them. Since the reform and opening up policy 30 years ago, the society has witnessed the increasing significance of publicity materials. The quality of the translation of publicity materials will have a direct impact on the communication effect. Nevertheless, there are still quite some problems existing in all kinds of publicity publications. Thus the translation of the materials concerned needs to be further studied.In this thesis the study of publicity materials will be discussed in terms of some major cultural elements affecting the translation of publicity materials, existing problems in the translation, and also the adoptable translation methods according to Vermeer's Skopostheorie and Peter Newmark's communicative translation.Based on analysis of many examples, the author comes to a conclusion that in C-E translation of publicity materials, the translator should bear in mind the three translation principles during the whole process, that is, target readership, translation purpose and communication effect. These three principles can also be used as a yardstick to measure and decide which translation method to employ. With those criteria in mind, the author also suggests the fact that a translator can be working for different publications cannot be ignored in the translation practice. The norms or principles set by those publications also play an important role in the process. Taking into consideration these factors, it is very likely that a translator could produce a version that is comprehensible and acceptable to the target readers. Therefore, compared with other functionalist approaches, Vermeer's Skopostheorie and Peter Newmark's"communicative translation"appear to be of more practical significance in the guidance of everyday publicity material translation.