Translation,the window for international communication, is a pivotal part of country softpower. It showcases the regional and national cultural characteristics of acountry, and influences the country’s image and reputation in internationalcommunity. With the enhancement of national strength and international status,now China is playing a crucial role on the international stage and is willingto gain recognition and respect from the international community, whichproposes higher demand for international publicity translation. After the proposal of The Belt andRoad Initiative, some western media like TheNew York Times, Los Angeles Times in theUS, Financial Times in the UK, The Straits Times in Singapore claim TheBelt and Road Initiative as “Chinese Marshall Plan”, “Imperialism with Chinesecharacteristics”, “Chinese Globalization”, “Money Competition”, “Trojan Horse”and so on. These titanic misapprehensions toward The Belt and Road Initiativeand Chinese culture incur false speculation to China’s purpose, and impede in away the shared benefits of China and those countries along the ancient SilkRoad, even affect the unstoppable globalization. For a long time, Chinesegovernment has launched many a policies to promote Chinese culture to bediffused and understood such as CBI Project (Chinese Book International) in2004, Chinese Cultural Works Translation and Publishing Project in 2009,Chinese Fund for the Humanities and Social Sciences in 2010, and establishedChinese culture website in 2015, TheSplendid Chinese Culture. In 2016, Guidanceon Further Strengthening and Improving the Work of Chinese Culture GoingOutside，proposed byPresident Xi Jinping, emphasized afresh to introduce unique excellent Chineseculture, which is able to reveal Chinese spirit, characteristic and wisdom, toall the world. However,whether Chinese culture can be sufficiently propagated will primarily depend oninternational publicity translation, or definitely Chinese-to-Englishtranslation. Currently, many researchers mainly study the translation of texts,translation strategies and techniques, translator's choice and terminologytranslation from the perspectives of ideology, communication, functionalism,semiotics and rhetoric. Among them, the more famous are Huang Youyi, whose work Adhere to Three Principles ofInternational Publicity Translation boasts the highest paper citation ratein translation circle; Zhang Jian, whose work Introduction to Translation in China’s Global Communication becomesthe basic book for all Chinese Translators; Huang Ming, Di Xiping, the authorsof Cultural Untranslatability andTransformation in Publicity Translation, analyze untranslatability andcultural conversion from the slogan of Fortune Global Forum in Chengdu. In anutshell, hosts of researchers endeavor to create new concept and new meaningabout international publicity translation with multifarious theories under thechanging international situation so as to help China be better understood andimprove China’s cultural soft power.

On this basis, thispaper aims to study the main problems in international publicity translationand explore how to that not only preserve characteristics of Chinese cultureand political discourse, but also enable foreign reader to comprehend andaccept them in order to achieve the effect of external publicity. Finally, thispaper will try to seek suitable international publicity translation strategiesfor enhancement of China’s international image as a neighborly and strongcountry.

2. 研究的基本内容与方案

Under the Belt and Road Initiative, thispaper aims to study the characteristics and translation strategies ofinternational publicity translation through the English version of China’sviews released in various external and internal media such as book, journal,newspaper, broadcast, television, internet and international conference. Theauthor will adopt the Eco-Translatology Studies (Eco-translation starts fromthe inherent ecological structure of the original text to select words, andrecycles the inherent ecological structure of the original to reproduce inanother language in the process of translation. It does not unilaterallyemphasize the process of translation. Therefore, eco-translation is doomed tohave its own characteristics), proposed by Hu Gengshen, and choose the mostsuitable translation strategies to come up with some new thinking ofinternational publicity translation in new era.

Radically, international publicitytranslation is a branch of translation, whose fundamental purpose is to meetsocial demand. Therefore, the key of international publicity translation isprimarily to focus on discourse integration because communication cannotachieve the desired results and may cause misunderstandings without discourseintegration. Then keeping Chinese characteristics and political discourse ininternational publicity translation needs to be paid attention to on account ofChina’s distinctive cultural and social system in order to create a neighborlyand strong country image and hold bigger say in international policy.

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