Ideological Manipulation In Foreign Publicity Translation

With the deepening of reform and opening-up, foreign publicity translation becomes so important that almost all walks need to publicize information to the outside world. Nevertheless, nowadays the translation critics of those traditions employ so-called"faithfulness"and"fidelity"to the original as the only yardstick to judge whether a foreign publicity translation is good or not, paying too much attention to the analysis and transformation of languages from linguistic surface. Therefore, they fail to provide a reasonable explanation to why certain foreign publicity materials are selected for the translation, why the translator rewrites the source text in the translating process, and why certain translated texts might be resisted while others accepted by the readers after the translation, which impedes the promotion of the translation quality of foreign publicity materials.The Manipulation School, represented by Lefevere, proposes that translation is not made in a vacuum. As a kind of cross-cultural communication, translation is not only the transformation of languages from linguistic surface but also manipulated by ideology from the very beginning. Owing to the feature of international cultural communication, foreign publicity translation, as a subcategory of translation, puts more emphasis on pragmatic functions compared with its language functions so that it is inevitably influenced by ideology. Therefore, the research on foreign publicity translation from the perspective of ideology will be useful to reveal the intrinsic laws so as to promote the translation quality of foreign publicity materials. What's more, it broadens the horizons and provides a new method for translation research. Based on Lefevere's Manipulation theory, this thesis aims at analyzing the relationship between ideology and foreign publicity in a descriptive way, and proposing some translation strategies to improve foreign publicity translation quality. The thesis starts from the literature review in two aspects: foreign publicity translation and ideology. With the introductions of what is foreign publicity and ideology in translation, the manipulation of ideology in foreign publicity translation is studied in terms of translation procedures: the selection of the original text, translating process and the readers'responses. Finally, translation strategies in foreign publicity translation under the manipulation of ideology are explored in light of the basic principle of"Moderation". That is, translators should adopt moderate domestication and moderate foreignization dynamically according to different types and target languages. Finally, it needs to be stressed that the function of ideology cannot be exaggerated. Only the consideration of internal and external aspects can be scientific and feasible to improve the quality of foreign publicity translation.