A Study Of The C-E Translation Of Convention And Exhibition Publicity Materials From The Perspective Of Reception Aesthetics

According to the report of WWW.CHINANEWS.COM, the annual increasing rate of output value of convention and exhibition industry in recent years has reached a 20% high, ranking NO.1 in the world, the total of which is expected to surpass 300 billion yuan by the end of 2015. It can be seen that current Chinese convention and exhibition industry is developing along the approach of power and rapidity. Without a doubt, the achievements are inseparable from sponsors’efforts made in the translation of convention and exhibition publicity materials. Although great progress has been made, there exist a number of problems such as mis-translation and missing translation, giving rise to a considerable number of difficulties to the target text readers’understanding.As a paradigm of literary studies, Reception Aesthetics is originated from the School of Konstanz in West Germany, whose representatives are Hans Jauss and Wolfgang Iser. The former holds that "Understanding" is the interactive process of the readers’preference and the source text then achieve the fusion of the source text’s horizon with the readers’ horizon of expectation; while the latter believes that the source text is full of vacancy and indeterminacy, also called "response-inviting structure", which requires the readers to make it concrete by bringing their subjective initiative into full display. Whether Jauss or Iser, they both attach importance to the readers’role in the writer’s creation. According to Reception of Aesthetics, the writer is supposed to take the readers’cognitive ability, personal experience, and aesthetic inclination into account in his or her literary creation, only by which can he or she make the source text achieve its expected goal. By the same token, Reception Aesthetics also plays an directive role on the C-E translation of convention and exhibition publicity materials. By analyzing the publicity materials of China Guilin International Tourism Expo(CGITE), China-ASEASN Expo(CAEXPO), China-ASEAN Business and Investment Summit(CABIS), China-ASEAN Expo Tourism Exhibition, Expo 2010 Shanghai China, FMC China and the 17th ASEAN-China Summit, the author finds that there exist a large number of translating problems in language, culture and aesthetics, which is inseparable from the translator’relative lack of linguistic competence, cultural awareness, and aesthetic competence. Under the perspective of Reception of Aesthetics, the translator is required to be centered on the target text readers in the translation of convention and exhibition publicity materials. To be specific, he or she should follow the principles of "Standing out the response-inviting structure, shortening aesthetic distance (conforming to target text readers’linguistic habit, considering target text readers’thinking pattern, meeting the readers’aesthetic experience), broadening target text readers’horizon of expectation (displaying the formal beauty of the source text and conveying the cultural implication of the source text)", thereby achieving the fusion of the source text’s horizon with the target text readers’horizon of expectation. In concrete translation of convention and exhibition materials, the translator should not be subject to the mechanical corresponding to the source text in form and content, instead, he or she is required to make full use of the strategies of explanation, addition, omission, re-structuring, only through which can the translator achieve the translation purpose, also can the target text readers get to know the whole meaning of the source text to the maximum, and can conventions and exhibitions bring their value into full display.As a tentative study of the English translation of convention and exhibition publicity materials, we hope that the thesis is able to contribute to current convention and exhibition publicity activities. As an old saying goes, "once a humble voice is given, the great ideas may be heard", it is also hoped in the thesis that more research achievements of the C-E translation of convention and exhibition publicity materials will be made in the future.