Literature Review

The objective of publicity-oriented C/E translation is to ensure the target audience#8217;s accurate and obstruction-free comprehension of the messages the source text conveys. To meet this goal, the translator should adopt a target language-centered approach and should, on the basis of that, strive to negotiate the differences among the stylistic norms, logical patterns, and cultural dispositions encoded respectively in the two languages concerned.

Before we begin to study the foreign-oriented publicity materials translation, we should understand the definition of ”duiwai xuanchuan”. About the term ”duiwai”, it means to connect with or involve more than one nation. ”Duiwai” can also be translated into ”foreign” which means ”involving or dealing with other countries” (Longman Dictionary of Contemporary English, 1997; 552, 774, 1012). Then come to the Chinese term ”xuanchuan”, some scholars take ”publicity” as its meaning which refers to ”the dissemination of information of promotional material or the information with news value issued as a means of gaining public attention or support” (Oxford Advanced Learners Dictionary of Current English, 1997: 1167)

A well accepted principle for publicity-oriented C/E translation, put forward by Huang Youyi (2004:42), urges the translators to make their work close to the real situation of China#8217;s development, close to the requirements of foreign target readers of China#8217;s information and close to the thinking habits of foreign target readers. In his article Dealing With the Difficult Questions in Publicity-Oriented Translation by Insisting on the Target-Language-Reader-Oriented Principles, he points out that instead of rigidly translating the Chinese into English, the translator should consider the thinking habit of the foreign target readers and do some changes, like adding or removing some words, or even adding some background. Besides, in this article, the author also points out two principles that the translator must be acquired--one is full understanding the cultural differences and trying his best to jump over it and the other is becoming familiar with the ways of foreign language#8217;s application and avoiding being trapped in the words.

The modern English translation theoretician Newmark (1988) believes that different themes of articles need different methods of translation. He divided essays into three types: expressive, information and vocative. Among them, the translation of the types of information and vocative essays should put emphasis on the target readers#8217; thinking patterns. These essays mainly include advertisement, notice, report and tourism brochures. When translating such materials, the translator should emphasize the understanding and reflection of the target readers. In the article The Strategies for Publicity-oriented C/E Translation, Yuan Xiaoning (2005) points that in the publicity-oriented C/E translation, translators should be aware of the differences between English and Chinese. For example in Chinese, there are often two words expressing the same meaning, then when translate them into English, there is no need to translate them twice. Yuan also points translators had better obey the original division of the paragraphs to keep a clear order.

There is no doubt that many questions still exist in today#8217;s translation of the publicity-oriented materials. Wang Jihui (2010), who wrote the paper The Problems in Today#8217;s Publicity Translation, pointed out that translators must understand the internal aims of the publicity translation. They should not only put much emphasis on the choosing of the translation materials and methods, but also pay attention to the effect of the translated version. More efforts should be taken on today#8217;s publicity-oriented C/E materials translation, and further research should be conducted on the translation theory. In this way, we can further improve our status on the international arena.

When translating the publicity-oriented C/E materials, translators firstly need to fully understand not only the literal, but also the implied meaning of those materials. Secondly, the translated version should coherent to the thinking thought of the target readers. Last but not the least, publicity materials are also the communication and spread of cross-culture, then the requirements are put forward that the translated version best achieve a balance between understood by the target readers and also well spread the original culture. The above three strategies are put forward by Liang Yueqian (2008).

And there are many studies on how to translate the publicity-oriented C/E materials. For instance, the paper On Target-language-centered Attribute of Publicity-oriented C/E Translation written by Yuan Xiaoning (2010) shows us some examples on how to translate Nanjing interests with the consideration of target language readers.