Abstract:In recent years, more and more scholars have studied on metaphor. In modern society “upsurge of metaphor” has gradually formed. The study of metaphor overseas has developed a relatively complete system and the study of George Lakeoff and Mark Johnson is the most representative. They believe that metaphor is pervasive in everyday life, not just in language but in thought and action(1980). The study of metaphor in China is mainly influenced by the two. Metaphor is not only a linguistic phenomenon, but also a cultural and cognitive phenomenon. With the development of opening up to the outside world, governmental publicity, as a carrier of ideas or statement that are intended for a political cause, has become more and more important and outstanding. Therefore, translation plays an important role in publicity because of different linguistic systems and cultures of different nations. Large numbers of metaphor in governmental publicity is rich in cultural information, feature and background. The whole thesis, through introducing the study of metaphor, culture and translation, discusses that the essence of metaphor translation in publicity is a kind of cross-cultural communication, and then probes the guilding principles in the process of translation. It also introduces some strategies employed in metaphor translation of publicity by analysizing examples. 

Keywords:  translation  culture  governmental publicity  metaphor 

Contents

Abstract

摘要

Chapter One Introduction-1

1.1 Study of Translation of Metaphor in Publicity-1

1.2 The Structure of the Thesis-1

Chapter Two Metaphor’s Cultural Connotations in Governmental Publicity-3

2.1 Governmental Publicity and Culture-3

2.2 Metaphor-4

2.2.1 What is Metaphor-4

2.2.2 Study of Metaphor at Home and Abroad-5

2.2.3 Cultural Connotations of Metaphors-6

Chapter Three Principles and Stategies in Metaphor Translation-9

3.1 Principles in Publicity-9

3.1.1 Principle of Reader-oriented-9

3.1.2 Principle of Purpose-oriented-9

3.1.3 Principle of Communication Effect-9

3.2 Stategies in Publicity-10

3.2.1 Omission-10

3.2.2 Supplement-10

3.2.3 Metaphor to Metaphor-11

Chapter Four Conclusion-12

References-13