Study On Russian Translation Of Publicity Materials : A Perspective Of "5W" Communication Model

Russian translation of publicity materials is a communicative activity,in this process different Chinese texts about China and Chinese materials of various branches are translated into Russian and transmitted in Russia by various channels."5W" communication model consists of five elements: who(the subject of communication),what(the content of the communication),in what channels(the medium of communication),to whom(the object of communication),and with what effect(the effect of communication).Translation is a cross-cultural process of information dissemination and communication.Its essence is communication.Therefore,in the process of Russian translation of publicity materials,the translator is the subject of communication,the content of translation is the content of communication,the channel of translation is the medium of communication,the audience of translation is the object of communication,and the effect of translation is the effect of communication.As the subject of Russian translation,the translator should to bring his subjectivity into supplying relevant cultural information and adjusting language structure.The translation content is what the translator wants to translate and disseminate,that is,Chinese publicity materials or text.Translators need to choose the appropriate translation strategy according to different text types.Semantic translation strategies are used when translating expressive texts;communicative translation strategies are used when translating informational forms.The translation channel refers to the specific way that carries and transports the translation to the target market.Compared with the traditional method of translation,the new media combines the advantages of multiple modes of communication-interaction,openness and diversification.The audience’s response to the translation is an important basis for judging the effect of translation.Therefore,As for translation strategy of the version,domestication is the main strategy,and foreignization is supplementary.Thetranslation effect is the final destination of the translation activity.The four elements are connected and interact with each other,which have a great influence on the final translation effect.In order to obtain a better effect on cultural communication to Russia,it is necessary to follow three basic principles: to play translator’s subjectivity;to expand the channel of translation,and to focus on the audience.