A Reception-theoretical Approach To C-e Translation Of Tourism Advertising Text

China is witnessing her rapid development and globalization in tourism industry. The C-E translation of tourism advertising texts (TAT), however, is far from satisfactory. In fact, there exist some problems in C-E translation of TAT in terms of language, culture, information, political ideology, and pragmatic perspective as a result of neglect of TL reader's acceptability and response.Reception Theory believes that the vitality of a literary work is almost impossible and unimaginable without readers'participation. In fact, the readers of target texts never receive them passively, and instead, they would take their subjective initiatives and try to recreate the target text. Whenever readers enter a text, they bring their "horizon of expectations."When a tourist encounters a translated TAT, the first-hand material that he obtains to know about his destination, he brings both directed expectation and creative expectation. As there is great difference between English TAT and Chinese TAT in terms of language, culture, information, political ideology, and pragmatic perspective, correspondingly the tourist (TLR) definitely has different horizon of directed expectations, which will help him unconsciously look for similarity between the TL text and his original horizon of expectation, and thus facilitate the understanding and aesthetic appreciation of it. Therefore it is quite necessary for translators to meet TL reader's various horizons by adopting some relative strategies such as domestication in language use; analogy, annotation or integration in culture communication; conversion, amplification and abridgement in information transmission; addition and omission in political ideology and so on.Creative expectation means the reader's interest in and desire for acquiring new or foreign reading experience. TL Readers never content themselves with reading TAT fully similar to their existing horizon of expectation. On the contrary, they enjoy accepting information different from their original horizon of expectation. If the aesthetic distance between a work and its target readers'horizon of expectations is moderate, their interest and creativity in communicating with the source text and writer will hence be evoked. Therefore it is not only necessary but feasible for translators to take some measures, preserving Chinese peculiarities, to upgrade TL reader's various horizons of expectations for linguistic use, information transmission, pragmatic perspective, cultural communication and political ideology in C-E translation practice of TAT.As above, this thesis, guided by Reception Theory, makes an illustrative analysis of the differences between Chinese and English TAT, hence TL reader's horizon of various expectations for the translated TAT and strategies and skills adopted to satisfy and upgrade it. The thesis is different from other relevant research in the following aspects. Firstly, it presents a full and specific probe into TL reader's horizon of expectations in terms of language, culture, information, political ideology and pragmatic perspective for the translated TAT and its upgrading. Especially to be noted, it's the first time that TL reader's horizon of expectations for political ideology and its upgrading be mentioned and researched in translation of TAT. Furthermore, most of the translation examples are accompanied by my own translations in the light of Reception Theory, which may prove to be very practical.