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Chinese to English Translation of Foreign Publicity Materials—From the Perspective of Functionalist Translation Theory



Author(s)

CHEN Lijuan

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DOI:10.17265/1539-8080/2018.10.004

Zhoukou Normal University, Henan, China

Being a bridge between China and the outside world, the translation of publicity materials, deserves much more attention. However, the current situation and study of C-E translation (Chinese to English) of publicity materials are far from satisfactory for negligence of the differences between domestic and foreign publicity, of the differences between the rhetorical devices, and of the unawareness of cultural gaps. According to Skopostheorie, the core of the functional translation theories, translation is not merely a linguistic process, but a purposeful action. To achieve the communicative purpose of foreign publicity, it is a must for us to start from text typology and text functions and produce the translation version which agrees with targeted audiences’ cultural characteristics. After analyzing the existing problems and the text typology of foreign publicity materials, this paper summarizes some valid translation strategies and techniques which are applied to the translation of foreign publicity materials from the perspective of Functionalist Translation Theory.

functionalist translation theory, foreign publicity materials, skopos, text typology, strategies and techniques