A Study Of The Translation Strategies Of The China’s Foreign Publicity Texts From The Perspective Of Appraisal

With the deepening of China’s reform and opening up and foreign economic and cultural exchanges have become increasingly frequent, foreign publicity is becoming increasingly important. As a media and bridge of foreign publicity, the importance of the work of Chinese-English translation is self-evident. However, there are still many problems in the current C-E translation of publicity materials. Some of the translation versions are even unintelligible to foreign readers, affecting our foreign exchange, weakening the anticipated effect of our foreign publicity. Foreign publicity aims to introduce China objectively to foreign readers. Whether the translation can achieve the communicative function in the context of the target language is the key. Therefore, the probe into the principles, strategies and techniques of foreign publicity translation is necessary.This paper, under the theoretical framework of Appraisal Theory, discussed the identification and analysis of the appraisal resources in the process of translation, on the basis of which, the process model of the translation of the appraisal meanings was established. Studies have shown that to convey the exact meaning of the evaluation should start with multiple levels, considering the subsystems of attitude, Engagement and Graduation. Engagement system provides a new perspective for the inter-subject negotiation of meanings among the author, the translator and the Reader. From the perspective of Appraisal Theory, this paper analyzes the existing problems in the translation of foreign publicity texts, and puts forward relevant countermeasures and suggestions, with the hope to promote the quality of the translation of foreign publicity texts. Chapter One is the introduction of the background information of the study, the definition and the features of the translation of foreign publicity texts, and the concept, characteristics and the development of Appraisal Theory. Chapter Two discusses the current condition and existing problems of China’s translation of foreign publicity texts, and analyzes the causes of the problems. Chapter Three probes into the translation methods, strategies and principles of the translation of foreign publicity texts under the perspective of Appraisal Theory. Chapter Four is the conclusion part, which summarizes the feasibility and significance of the study of the translation of foreign publicity texts under the theoretical framework of Appraisal Theory.The shortcoming of this paper is not to discuss these issues fully. In addition, since this study is mainly a theoretical research, which does not provide adequate support for translation corpus, the proposed model has yet to be verified in practice by translators.