On Chinese-English Translation Strategies Of Publicity Materials From The Perspective Of Reader Reception Theory

Against the backdrop of economic globalization and cultural diversification, China has attached great importance to promoting its image through translation of publicity materials. To enhance mutual understanding and recognition, translators need to improve the quality of Chinese-English (C-E) translation of publicity materials with the focus more on the response and participation of target-language readers. Reader Reception Theory values the interaction between readers and the text:to facilitate readers’understanding of the original text, the text world presented by the work had better be fused with readers’"horizon of expectations". Also, to maintain certain "aesthetic distance" would present more artistic characteristics of the work to readers. In this regard, the Reader Reception Theory has provided a new insight to raise the reader-oriented awareness of translators in the process of C-E translation for China’s global communication.This thesis, from the perspective of Reader Reception Theory, aims to analyze C-E translation strategies of publicity materials based on the case study of translation of the second chapter of Dedication. It involves specific examples of C-E translation concerning "China English", Chinese terasyllabic words, repetitions and semantic implications in Chinese as well as story titles with Chinese characteristics. It further discusses the instructive application of Reader Reception Theory in guiding the translation of publicity materials, aiming at offering some references to other translation of publicity materials in similar cases.