On Parallel Texts And Rewriting Strategies For C-E Translation Of Publicity Texts

With the unceasing ongoing of the cooperation and communication between China and other countries, more importance has been attached to the translation of publicity texts. However, although loyal to the form as its original text is, most translated publicity texts, without consideration of the differences between Chinese and English, nor the expectation of the readers of different cultural background, would be difficult to achieve the publicity-oriented effects as expected. According to the skopos theory, translation is such a skopos-oriented communicative activity that the demands of readers and customers should be accounted for. Different from literature, tourism publicity texts characteristic of effective information is aimed to have the foreign readers understood. Therefore, the acceptability of readers should be the factor primarily considered.By comparing Chinese tourism publicity texts and English tourism publicity texts, it is found that Chinese publicity texts and English publicity texts differ in structure, wording and phasing. Based on the analysis above, the thesis proposes that it’s quite necessary to rewrite the original publicity text. After comparing the Chinese publicity texts and English publicity texts in structure, contents as well as wording and phasing, the thesis combined with examples from Beijing Olympic Venuses proposes some proper rewriting strategies such as restructuring, materializing the logic, and eliminating redundancies, so as to help make the optimized translated text more readily accepted by English readers.