Adaptation: An Approach To C-E Translation Of Publicity Information

Researches into the Chinese-English (C-E) translation of publicity materialsshow that deletion, addition, restructuring and even rewriting in some cases arefrequently applied in the translation process, so that the target text may well bridgethe linguistic, cultural, ideological, political and economic gaps between the twolanguages. Due to the fact that "adaptation translation" may not be widely recognizedand or accepted by traditional translation scholars as an orthodox approach totranslation, there must be obstacles to proposing "adaptation" as a strategic approachto C-E translation of publicity materials.The functionalist translation theory has brought a new outlook to translationstudies. Unlike traditional translation theories which focus on the source text, thefunctionalist theory of translation is target-oriented. To a functionalist, translation isan intercultural communication act, the purpose of which is to meet the expectationsof the target audience. From a functionalist point of view, deletion, addition,combination, restructuring and rewriting of the source text are necessary andinevitable.The purpose of adaptation in translation process is to correct possible fallaciesand mistakes of the source texts, smoothing the logic flow of ideas, andaccommodating information to the previous knowledge, needs and expectations of thetarget audience. Based on the text typology and text functions, adaptation can be apowerful supplement to "full translation" in that its target-centeredness can well meetthe communication purposes of translation.Publicity information is by nature practical, or in Newmark's terminology,"operative texts". Meanwhile, the primary purpose of translation is to conveyinformation across language and culture barriers. The response of the target audience,the purpose and effect of a publicity effort are the guiding principles underpinningpublicity. To achieve the intended purpose, adaptations to the original do improve thereadability and acceptability of target texts. Therefore, adaptation can be a powerfulstrategy in translating publicity information, especially when it is oriented at areadership in another culture.The present thesis reviews some of the key theories of functionalist translationapproach, and conducts an empirical analysis of two cases. Based on the analysis oftranslation purpose, text typology, text function and the target addressees, the thesisconcludes that adaptation can better perform the function of TT.