On Analysis Of C-E Translation Errors Of Publicity Materials Of Shanghai Expo From The Perspective Of Skopostheorie

With the constant deepening of globalization and rapid development of China’s economy, the demand for foreign-oriented publicity has been increasing and the translation of publicity materials is getting more and more important. Publicity translation is clearly motivated, which is related to the image of a nation and has a dominant influence on the success of communication. Publicity translation aims at introducing one language and culture to another so as to keep a better communication with the world. Publicity translation also intends to create a better environment for China to survive in the world and bring more gains in economy. As early as in1992, Duan Liancheng has written an article to draw people’s attention on publicity translation. However, over twenty year past, China’s translation quality of publicity materials still leaves much to be desired. Based on Functionalist translation theory-Skopostheorie, this study is targeted to have a comparative analysis on the translation errors of Shanghai Expo’s publicity materials, hoping that it can make use of reference for similar exposition publicity translation in the future.An Overview of the World Exposition Shanghai China2010is published by editorial office of Expo2010Shanghai which is the only official magazine designated by Shanghai Expo Organizing Committee for introducing the Expo. Several months later, its English version comes out. By comparing both the Chinese version and its English translation which is generally regarded as successful, the author of this thesis has found that there exists various translation errors. In addition, two American friends whose first language is English are invited to make a revision for some errors.According to Skopostheorie, translation process starts from analyzing the translation brief which is acquired from the initiator of the translation task, including the intended text function, the target-text addressee, the prospective time and place of text reception, the medium over which the text will be transmitted, and the motive for the production or reception of the text. Then by adopting a proper translation strategy, translators need to provide a readable and acceptable text for target receptors.By abiding by the principles of Skopostheorie, the author of this thesis has made a reasonable assumption of the translation brief of An Overview of the World Exposition Shanghai China2010, explains what translation strategy should be adopted and why it is adopted. Based on all the above analysis, this thesis categories all the existed translation errors into three classes, namely, pragmatic, cultural and linguistic.Pragmatic translation errors refer to functional translation errors. Due to the fact that all the translation errors would damage the intended function of the target text directly and indirectly, the reason that cause functional translation errors lies to the function of the target text or target receptors’response are neglected.Cultural translation errors can be regarded as specific functional translation errors, which refer to the target cultural norms and conventions are damaged.Linguistic translation errors are considered as specific cultural translation errors. If it is assumed that language is a component of culture and culture is a system of norms, then linguistic translation errors refer to a phenomenon that target language norms are violated.Hopefully, this thesis can make a trivial contribution towards formulating the translation principle and choosing translation strategy for publicity materials of Qingdao International Horticultural Expo in2014, Tangshan International Horticultural Expo in2016and various similar expositions.