Cultural Default And Its Compensation In C-E Tourism Advertisement Translation From The Perspective Of Reception Theory

As one of the most significant elements in translation studies, tourism advertisementtranslation has been attached more and more importance to in academic circles at home andabroad, exerting both theoretical significance and practical significance on the culturaltransmission and communication between China and the West. Undoubtedly, more than alinguistic transformation, tourism advertisement translation is also an interculturalcommunication for the purpose of transmitting and remolding alien cultural traits. Culturaldefault, nevertheless, poses a great challenge to the tourism advertisement translation.Cultural default refers to the absence of the related cultural background knowledgeshared by the author and his or her intended readers. Only by omitting the conspicuous orself-explanatory cultural messages can economy of expressions be obtained in order topromote the communication efficiency. When it comes to the cross-cultural communicationactivities, for instance, in translation, the target language readers do not share the samecultural background knowledge with the source language authors as a result of their distinctculture-specific communities so that they are incapable of figuring out those defaultinformation. Therefore, translators are confronted with challenges posed by cultural defaultof the source texts.Some methods of compensation for cultural default of target language readers intranslating process have been proposed in this thesis. This thesis makes an attempt to applyreception theory to C-E tourism advertisement translation for the purpose of establishing anew perspective to compensate cultural default in the translating process, and proposes thecompensation principles and concrete methods with an aim to provide the translators with areference to select an appropriate means to cope with cultural default factors in C-E tourismadvertisement translation.The data in this thesis are mostly from some renditions of the official publications,translation textbooks, and the like. From the methodological perspective, the basis of thisstudy is mainly on qualitative analysis. It is explanatory and at the same time is data-drivenand theory-driven. This study manages to demonstrate that a better version will begenerated as long as the translators can adopt the methods of compensation for culturaldefault in C-E tourism advertisement translation in light of reception theory.