Contents

Acknowledgments

Abstract

摘要

Chapter One Introduction-1

1.1 Research Background-1

1.2 The Significance and Objectives of the Research-1

1.3 Thesis Structure-1

Chapter Two Literature Review-3

2.1 Translation of Promotional Materials-3

2.2 Theory of Pragmatics-3

2.3 Previous Studies of Translation of Promotional Materials-4

Chapter Three Issues, Principles and Skills Employed in C-E Translation of Promotional Materials-5

3.1 Issues in Translation of Promotional Materials-5

3.1.1 Cultural Vacancy-5

3.1.2 Cultural Malposition-5

3. 2 Principles Guiding Translation of Promotional Materials-6

3.2.1 The Inner and Outer Principle-6

3.2.2 Visible but not Reachable Principle-7

3.2.3 Understanding Principle-7

3.2.4 Principle of National Interests-8

3.2.5 Principle of Source-text Centeredness-8

3. 3 Skills Employed in Translation of Promotional Materials-9

3.3.1 Addition-9

3.3.2 Deletion-10

3.3.3 Conversion-10

Chapter Four Conclusion-12

References-13

Abstract

Nowadays, with China’s increasing influence in the international affairs, translation of promotional materials has become a vital way for the whole world to understand China. It plays a crucial role in helping to establish a good image of China, to publicize its political advocation, and to enhance its international status so as to create a favorable environment to promote mutual understanding between nations and  sustain world peace. Since translation of promotional materials bears the features of cross-language, cross-culture and cross-border, more attention should be paid to the expressive effect from either the macro or micro aspect. As the carrier of language and culture, translation of promotional materials has its own cultural features. Therefore, with cultural differences as its entry point and the cross-cultural pragmatics as its theory framework, this thesis explores how to dispel the cultural barriers with a purpose to achieve effective and successful translation of promotional materials.

This thesis adopts a methodology of the combination of conceptual analysis, literature analysis, and case analysis. Based on the existing research results, effective translation skills are explored under the guide of pragmatics theory.

Key Words: promotional material   translation principle    pragmatics