On The Problems Of Cultural Default And Compensation Strategies In C-E Publicity Translation

In accordance with the status quo of C-E publicity translation, cultural default problem is one of the long-existing problems yet still needs to be resolved. This thesis, under the framework of three rules of Skopostheorie, explores the underlying problems of cultural default so as to elicit corresponding compensation strategies.The three rules of Skopostheorie includes skopos rule, coherence rule and fidelity rule. This thesis not only applies the three rules of Skopostheorie into practice, but also adopts it as an aid in the exploration of cultural default problems. Through detailed dissection over the three rules, the author confirmed the guiding role of three rules of Skopostheorie in C-E publicity translation and found that the phenomenon of cultural default can be classified into three types:1) cultural mis-translation;2) over-translation and under-translation;3) loss of aesthetic form and function. In order to solve these three kinds of problems, this thesis, under the guidance of three rules of Skopostheorie, concludes two compensation principles:1) conforming to expected function of translation;2) conforming to "audience awareness". And six compensation strategies, under the guidance of the three rules of Skopostheorie, are put forward as follows:1) transliteration and transliteration with annotation;2) literal translation and literal translation with footnote or endnote;3) generalization;4) rewriting;5) paraphrase;6) corresponding.