Cultural Default And Reconstruction In C-e Publicity Translation Of Tianjin From The Perspective Of Communicative Translation Theory

Chinese-English publicity(C-E publicity),a communication bridge between Chinese and western culture,has showcased the main image of China.It is evident that the C-E publicity has played an important role in demonstrating China's profound culture and also is considered as the impetus in economic sphere.Albeit to the benefits produced by C-E publicity,many problems occur along with the process of translation,especially the cultural default which is more likely to give rise to the bad influence on the image of Tianjin,upon which it is worthwhile to reflect.Based on this issue,Tianjin C-E Publicity translation is explored and some strategies will be put forward to dispose of the problems with the help of communicative translation theory.Communicative translation,put forward by Peter Newmark,manages to render the exact contextual meaning of the original in such a way that both content and language are readily acceptable and comprehensible to the readership.It is reader-oriented and faithful,pursuing author's intention and related to speech,adapting and making the thought and cultural content of original more accessible to the reader,which is not only used to direct the publicity translation practice,but explore the cultural default of publicity translation.The essence of communicative translation theory boils down to three spheres: it should be reader and effect oriented;it should satisfy TL(Target Language)readers' aesthetic appreciation;it should satisfy TL readers' desire for cultural exploration.According to Matlin's research,cultural default originates from the lack of schema.When schema in SL(Source Language)culture has no corresponding part in TL culture,the cultural default comes into being,in which circumstance,TL readers cannot gain access to the missing part to understand the SL.Under the scrutiny of three principles of this theory,some main problems are occurring along with Tianjin C-E publicity translation: semantic redundancy,a sense of vacuum,loss of aesthetic function and form,etc.In accordance with the problems,some strategies are put forward: contextual amplification,adaptation,shift of perspective,etc.To investigate the reasons for the phenomenon of cultural default and develop a set of strategies can provide a valuable guidance and reference for the Tianjin publicity translation,which is a great necessity in current situation,so cultural default of translation should be given more heed.This paper falls into five parts.The first chapter is introduction,illustrating research background,questions,methodology,significance and structure.The second chapter is literature review,factoring the previous studies abroad and at home on cultural default,C-E publicity and reconstruction strategies into range of study.The third chapter is theoreticalframework,carrying out systematic pectination and research on communicative translation theory.The fourth chapter is the main body,probing into the causes of cultural default and concrete embodiment of cultural default with method of case analysis as well as reconstruction strategies.The forth chapter is conclusion,regarding the findings as well as limitations and suggestions.