The Adaptation Of Publicity Materials Of Hunan Embroidery Enterprises

Embroidery enterprises of Hunan are industries dealing in local cultural products.In their publicity texts, detailed descriptions of their honors occupy a large space, and difficult terms, decorative words, repeated phrases appear frequently. The C-E translation of their publicity materials aims to realize the advertising function of the text and help Hunan’s embroidery enterprises develop smoothly abroad. Skopos theory puts emphasis on the aim that the target text needs to achieve, thus is a feasible theory to instruct the translation of publicity materials. Under the guidance of Skopos theory, the translator is freer to choose translating methods. Adaptation is the combination of translating and editing. After having a good grasp of the source text, the translator can begin to edit and translate. Adaptation can be functional in translating of publicity materials. It can be applied at two levels. At the macro-level, the reconstruction of the whole passage, addition and deletion of sentences or paragraphs are necessary. At the micro-level, it refers to the translation of difficult terms, decorative words and repeated phrases. By applying these methods, the paper aims to make target texts effective in their publicity activities.