On The Reconstruction Of Cultural Default In C-E Publicity Translation From The Perspective Of Skopostheorie

Publicity translation is the main mean of a country’s overseasdissemination, which aims to disseminate the current information andunique culture of the country and the quality of it reveals “the soft power”of the country to some extent. And cultural default, as an inevitablysignificant cultural phenomenon in cross-cultural communication, addsmuch difficulty to the translation of publicity materials and has a directimpact on the actualization of translation skopos and the quality oftranslation. Therefore, it is absolutely essential to reconstruct it in thetranslation process. At present, many scholars do researches on publicitytranslation and cultural default. However, the research on how toreconstruct the cultural default in C-E publicity translation is inadequate.For this reason, the thesis takes it as the research subject.In the frame of Skopostheorie, translation is a purposeful activitywhich has some explanatory power to publicity translation. Meanwhile,the three rules can provide actual guidance to the reconstruction ofcultural default in C-E publicity translation. Hence, the thesis takes Skopostheorie as the theoretical basis and endeavors to solve the problemunder the guidance of it. Firstly, the thesis makes an analysis of the threerules of Skopostheorie and main features of publicity translation andcultural default; then the thesis presents the problems caused by culturaldefault in C-E publicity translation and points out the necessity ofreconstruction; thirdly, the thesis states the qualities of a translator on thebasis of Skopostheorie and instance analysis so as to achieve betterreconstruction effect; finally, the thesis sums up the reconstructionmethods and their applicability through the analysis of abundantexamples. Accordingly, it can be seen that the source-culture orientedmethods should enjoy the precedence and the target-culture orientedmethods should serve as the assistant method in the process ofreconstruction under Skopostheorie.In short, the thesis purports to study how to reconstruct the culturaldefault in C-E publicity translation on the basis of Skopostheorie andproves that it is totally reasonable to employ the theory to the reconstruction. And with the guidance of Skopotheorie, a version withgood quality can be produced for sure.