On The Application Of Domestication And Foreignization Strategy In The International Publicity Materials Translation Of The Company From The Perspective Of Skopos Theory

The international publicity materials are an important window to achievecommunication internationally, which directly affects the city’s international imageand foreign exchange. As a government, enterprise or the company, they all havetheir own foreign publicity materials.The production-oriented enterprise mainly internationally publicizes their ownproducts or commodities and the publicity documents mainly include the productsintroduction, description of performances and so on. The purpose is to attractforeign investors to purchase the products so as to stimulate consumption.The service-oriented enterprise mainly internationally publicizes their ownservices concept and levels and the publicity documents mainly include theservices、features introduction and so on. The enterprise of the company is to attractthe foreigners experience the services.The city development company mainly internationally publicizes the city it is incharge of and the materials include history, economy, traffic, activities and a seriesof project introduction of the city and the purpose is to attract foreign investment,working living, learning, traveling in the city and so on.Based on Hans Vermeer’s Skopos Theory, through the example of theinternational publicity materials of the city developed by Shanghai InternationalAutomobile City Newanting United Development Co., Ltd, this paper is mainly tocombine the translation purpose of the city international publicity materials and thetranslation practical experience, and use the qualitative research to explorerelationship between the managing purpose of the city development company andtranslation strategy applied in its international publicity materials by adopting themethods of case study and interview.The research shows that the managing types and goals of the companydetermines the choice of the translation strategy of Domestication andForeignization applied in the international publicity materials of the company.As the city development company which assumes responsibility for thegovernment, the company is to publicize the city development, the fundamentalpurpose is to build up the image of the company and strengthen the value core so asto attract international business partnership and more foreigners to live in the city toachieve the vocative function. Therefore, when translating the city internationalpublicity materials, the translator should choose to use readers-oriented translationstrategy，Domestication as the main strategy conforming to the target languageculture or norms.However, based on the Skopos rule, if the purpose of the company is to publicizethe city culture under the condition of acceptance by the foreign readers, thenForeignization should be used as the main translation strategy abiding by the sourcelanguage culture so as to make the foreign readers to learn the culture andlanguages with Chinese city development features. Finally, under the guidance ofthe translation strategy of Domestication and Foreignization, with combination ofthe examples, the paper explores the effective ways for improving the quality of the city international materials translation.That is to say, during the translation process, the translator should focus on thedifferences in terms of culture, language habits, background and master sometranslation techniques so as to achieve effective translation, which helps to furtherpromote foreign exchange of the city and expand the international perspective forinternational development of the city and attract international investment etc.