Cultural Default And Its Reconstruction In The Translation Of Enterprise International Publicity From The Perspective Of Receptional Aesthetics

Owning to the cultural differences between China and western countries,cultural default is formed by the reason that the equivalents or corresponding words of cultural images and meanings of cultural words with unique cultural implications in Chinese culture can not be found in the context of western culture.In translation,cultural default refers to the default of cultural background shared by the author and his intended reader,that is to say,the unique cultural implication constructed by the author in the source culture is difficult or unable to be reproduced in the target language(TL).It leads to the limit of translatability or the untranslatability of the translation.In the translation of enterprise publicity,cultural default may lead to misreading or reading obstacles in cross-cultural communication,on the other hand,because international publicity materials are business cards for displaying the image of corporate culture,with rich cultural implication significance,on the other hand,there are cultural differences due to different cognitive environment between the source author and the target readers.This requires the translators to adopt appropriate translation strategies to reconstruct the cultural default.In the thesis,13 Chinese and 5 English publicities,as the research corpus are collected from the websites of the enterprises from China as well as Europe and America to analyze the reasons and manifestations of cultural default and the translation strategies are put forward.According to different cultural default,the translator should take appropriate strategies to reconstruct the text so as to meet the psychological needs of the target readers.This thesis attempts to introduce the contemporary western aesthetic theory of literature and art----Receptional Aesthetics into the translation process in the hope of finding a new perspective for the reconstruction of cultural default.Receptional aesthetics is an aesthetic trend of literature and art which appeared in the 1980 s.It is deeply influenced by hermeneutics of Heidegger and Gadamer and phenomenology of Ingaden.Receptional Aesthetics has abandoned the traditional text-centered theory,which cuts text,history and the readers away.It emphasizes the subjectivity and creativity of the readers in literary activities,and lays stress on the adjustment mechanism of readers' needs and aesthetic consciousness to literary works.This thesis makes a systematic study of cultural default and its reconstruction in the translation of Chinese enterprise publicity from the perspective of “fusion of horizon”,“implied reader” and “indeterminacy and blank theory” of Receptional Aesthetics.And reconstruction strategies are worked out,for example,implicitation,restructuring,paraphrase,adaptation,deletion/ simplification and desalination.