On The C-E Translation Of Foreign Publicity Materials In A Communicative Approach

Since the reform and opening up policy carried out, along with the quickening globalization process, the opportunities to participate in international exchanges also gradually increased in our country. C-E Translation of Publicity Materials plays a very important role on the issue of introducing China’s basic national conditions to the world. However, the translation studies obviously lag behind the promotion of the position of China’s comprehensive national strength the international significant status. The situation of the imbalance is more prominent that manifest the importance and urgency of translation study in English.Communication and translation are in essence the same, namely, information processing and communication. Lii Jun suggests that translation is an activity of cross-cultural communication and exchange of information, its essence is communication. No natter whether it is interpretation, translation, machine translation, or even the translation of literary works, or the style of the translation of science and technology, all the tasks they need to complete can be summed up as the transmission of information. It is the communication of all kinds of information (natural information, biological, social and cultural information, technical information). The difference is that the main object in communication study is generally from the same culture, and language background. While, the translation is in fact a communication activity performed across different language and culture systems:there is only one subject in the communication, and generally there are at least two subjects in translation activity, that is, the original author and translator, this makes the process of the communication in translating become more complicated.The combination of the communication theory and C-E translation of publicity materials can provide the translation studies with a more comprehensive, systematic, and practical theory support and guidance. It provides reasonable theoretical basis and new research perspectives to translation of publicity materials, which can well explain how to select the translation strategies and methods. Thus it has important practical significance on communication study.In Communication Studies, communication is a purposeful social activity; it is a process of information exchange during which all factors including sender, channel and receiver etc., correlate with one another and form a dynamic, integrated system. Translation is of the same character as communication. It is actually a system of information exchange involving the author, the source text, the translator, the target text and the reader. All these elements interact with one another on one hand and are open to the context on the other hand. From the perspective of Communication Studies, translation is a purposeful communication that overcomes the interruption of noise and thus achieves the expected communication effect among the receivers.On the basis of grasping the nature of communication, the author puts forward that the differences between publicity materials and other literary forms lay at the communication effect on audiences. Without the audience’s acceptance, the effect of communication can not realize. So, the translator should play the audience’s receptivity in an important place. And adopt the audience-centered strategy in the process of translation. By virtue of the communication theory, the author will discuss the nature, characteristics, and principles of the C-E translation of publicity materials from5separate chapters. The first and second chapters are about the introduction and literature review, which give a brief introduction of the development of translation theory, and also the research findings made by the domestic scholars on C-E translation of publicity materials. Then point out the purpose and significance of this thesis. In the third chapter, the author mainly reveals the essence and characteristics of the translation of publicity materials. The next part is the core of the thesis. Some concrete strategies of translating are raised on the basis of "communicative translation theory". Some of the technical strategies involved are literal translation, transliteration, deletion, addition, and analogy and so on. The fifth part is the conclusion of the whole thesis, it’s about some practical suggestions on the C-E translation of publicity materials. It first gives a brief overview of the text and then points out the possible value and limitations of the thesis.