Impacts Of Ideology And Publicity Poetics On Foreign Publicity Translation And Translation Strategies Applied In Response

As a practical translation and a kind of cross-cultural communication,the translation of foreign publicity gives priority to the effects it produces on its readers. Due to distinct political and cultural heritages between China and English-speaking countries,while they conduct researches on foreign publicity translation,scholars have to pay attention to ideology and publicity poetics of English-speaking countries, which play a critical role in deciding how well the translated publicity can be accepted by target readers.Translators of foreign publicity should first get familiar with ideology and publicity poetics of English-speaking countries and the differences between these two factors and their Chinese counterparts before they can find the right translating strategies in response and tailor to the taste of target readers.Rewriting theory is proposed by Andre Lefevere,a Belgian scholar who points out that translation is a rewriting of an original text that reflects a certain ideology and a poetics,so as to function in a given society in a given way according to the intentions of patrons.With the influence of these factors,rewriters have to add,delete or reconstruct the original to make it acceptable in the target culture.Therefore,when translating,translators should seek an expression that caters to the ideological and the poetic characteristics of the target culture,rather than focus on language transformation.In this way,they are most likely to appeal to target readers and satisfy the intentions of patrons.Viewed from the perspective of rewriting theory,the translation of foreign publicity should take ideology and publicity poetics of English-speaking countries into account so as to please its readers and reach its goals of communication.The two factors also require certain adaptations to be made to the original so that its translation will meet the expectations of target readers.Adaptations here refer to the application of translating strategies such as adding explanations,deleting information exceeding target readers' recognition and without much informative use,substituting,combining, summarizing and restructuring.