Study On Cultural Vacancy In Publicity Materials Translation From The Cultural Schema Perspective

The increasing communication among the world has been exerting more and more significant effects on the translation of publicity materials with outstanding cultural features. For there is discrepancy between Chinese and Eastern cultures and languages, and as the ultimate reflection of heterology of language and culture, cultural vacancy appears. The tranditional methods are not suitable for such kind of translation any more. In a general way, the translation process of publicity materials is not only the transformation of different languages but also the transformation of different cultures. Therefore, the transltors should pay much attention on the features of languages and cultures, different aesthetic consciousness and so on in the translation of publicity materials. In recent years, there have been many published papers and books in this field, but they usually focus on case studies instead of theory.This paper concludes that the absence of corresponding cultural schemata on the target language reader’s mind is the main cause of cultural vacancy, by researching into the relationship of cultural vacancy and cultural schemata. If the cultural schemata in the source language reader’s mind can be transformed to the target language reader’s mind, then finding solutions for dealing with cultural vacancy is possible, Besides, due to the common cultural environment, the same thinking competence and so on, cultural schemata, as the products of human thought, can be transformed finally. Meanwhile, as a linguistic and cultural fact, it can be translated on the basis of language and social universities. Based on the cultural schemata theory, the thesis introduces the features and functions of publicity materials, and the differences and universalities of culture and language among different countries. Through theories introduction and cases illustration above, this thesis mainly discusses the cultural vacancy and analyzes its translatability from the new perspective of cultural schema. It seeks to a new approach for further translation of the publicity materials and better intercultural communication.