ABSTRACT

The translation of publicity-oriented English material has cross-language and cross-cultural characteristics. Publicity-oriented English material as a carrier of language and culture has the specific language characteristics publicity-oriented English material itself has a strong cultural color and effectiveness. In the process of translation, the language, culture, politics, economy, religion and ideology of the source language and target language will influence the quality and level of publicity-oriented English translation from macro and micro aspects.

Based on the basic theory of culture, translation and linguistics, this paper has made full use of the examples of English translation in the publicity-oriented English translation of Dalian, also has analyzed and explored Dalian's publicity-oriented English translation material in the framework of pragmatics. This paper has found out the pragmatic language failures and social pragmatic failures which are caused by the negative transfer of foreign language and the different pragmatic habits in publicity-oriented English translation in Dalian are ubiquitous. So using the pragmatic knowledge and reducing the pragmatic failures in Dalian’s publicity-oriented English translation can help translators to improve the quality of translation which could make the publicity-oriented English achieve the desired results.-

Key Words: language ; culture ; publicity-oriented English translation ; pragmatic failure

CONTENTS

摘要

Abstract

1. Introduction-1

2. Publicity-oriented English translation-2

2.1 Definition of publicity-oriented English translation-2

2.2 The role of publicity-oriented English translation-3

2.2.1 Communication role-3

2.2.2 Economic role-3

2.2.3 Social role-3

2.3 Principles and strategies of translation-4

2.3.1 Internal and external principles-4

2.3.2 Discourse as the central principle-6

2.4 Reasons of failures of publicity-oriented English translation-6

2.4.1 The differences between Chinese and Western culture-6

2.4.2 The non-equivalence between publicity-oriented translation theory and practice-7

3. Pragmatic failures-8

3.1 Definition of pragmatic failures-8

3.2 The cause of pragmatic failures-8

3.2.1 Negative transfer of native language-8

3.2.2 Lacking of the cultural background of target language-10

3.2.3 Different pragmatic habits-10

3.3 Types of pragmatic failures-11

3.3.1 Pragmatic - language failures-11

3.3.2 Social - Pragmatic failures-12

4. Methods and Strategies to Avoid Pragmatic failures in Public-oriented English translation-13

4.1 Following the translation theory-13

4.2 Adhering to established principles-14

4.3 Clearing differences between Chinese and English translation-14

4.4 Use of pragmatic knowledge-15

5. Conclusion-16

References-18

Acknowledgements-19