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4.2.2 Mistranslation by Translators. 15
4.2.3 Misunderstanding by Readers16
4.3 Strategies of Publicity Translation with Case Analysis16
4.3.1 Strategies to Avoid the Mistranslation By Translators .17
4.3.2 Strategies to Avoid the Misunderstanding By Readers.18
4.4 Summary.19
5 Conclusion 20
Bibliography. 21
1 Introduction
With the implementation of the Chinese reform and opening up policy of the past few decades, the booming Chinese economy, the efficient process of economic globalization, and the trend of constantly increasing international exchange and cooperation, numerous international business opportunities for Chinese enterprises are about to be open. Publicity communication is becoming more frequent which emphasizes the importance of strategies of publicity material translation.
1.1 Background of the Research
China needs to represent itself as a thriving nation on the global stage. Only to make itself well-known to the international community can it catch the opportunities and enjoy more cooperation in various fields. China must take the communication with the rest of the world as its highest priority. The idea that " We cannot further promote economic, technological and culture cooperation and get more support for China’s development without making full use of publicity" was introduced by Jiang Zemin. Consequently, publicity materials play an important role in representing China’s international image.
Cultures are embodied by their languages. Publicity materials have a unique writing style designed for readers of perse backgrounds. When combined with efficient translation, publicity materials connect the country with the world. People from different countries are then able to understand China better.
China has never achieved such advances before. For example, in the fields of diplomacy, economy, politics, religion, tourism, and culture. Over time, there still exist various translation problems which will lead to publicity misunderstandings and controversies. The functional equivalence theory introduced by Eugene A. Nida has had a great influence on translation throughout the world. Readers are able to know better that the original and readers response are always of the utmost importance.
The ultimate objective of this research is to overcome difficulties in publicity translation under the guidance of Nida’s functional equivalence theory. Through the research, a greater insight into the root of publicity materials and their translation is attained. Most importantly, some translation difficulties stemming from mistranslation and misunderstanding can be corrected through the use of effective strategies combined with case analysis.
1.2 Methodology of the Research
Methodologically qualitative-based, the current research’s aim is to combine the theoretical explanation and application of functional equivalence into publicity translation methods. China's foreign publications exist in multiple fields, including government profiles, advertising, tourism information texts, and speeches. There will always be instances of people finding difficulties in translating specific terms.
This thesis will specifically focus on the scope of the translation of publicity materials, and take Nida’s functional equivalence theory as the main point with an approach to the analysis of publicity materials. Many of the examples used in this thesis are selected because of the significance to strategically based support. Presumably, the examples quoted are mainly aimed at people of various backgrounds who may have difficulties in translating publicity materials.
The literature survey will be one of the core methods the author employs in this thesis. Through reading a great number of materials from books, the Internet, and researcher publications, the author found that many poor translations in publicity materials would be improved in quality with the help of Nida’s theory. During the study process it is discovered that the importance of efficiency and accurate translation in publicity transcends borders, no matter what country you are from.