The Research Of Zhoushan Intenational Publicity Translation

Translation is a complicated process, including linguistic and cultural transfer.Because many translation scholars began to study translation from differentperspectives, many theories came into being. For example, the functional approaches,which appeared in the1970s, can provide basic principles and methods for all kindsof translations. Skopos Theory is the core theory of the functional translation theory,what it pays great attention to is not the equivalence or perfect of the target text andsource text but the emphasis of choosing the best methods,aiming at the intendedfunction of the target text on the basis of analysis of the source text. That means thatthe translator must choose the specific translation methods or strategies according tothe specific translation skopos. Based on Skopos Theory, in the process of translation,the methods chosen by the translator must be decided by the intended function of thetarget text. In order to achieve the purpose of translation, the translator should graspthe intention of the source text to choose the proper translation strategies according tothe intended function of different types of the texts. The translator should adoptadaptation or alteration according to the need of the readers of the target text. For thesource text difficult to deal with caused by the difference of the culture, to choose thetranslation strategies or methods is more important. According to Skopos Theory,translation is a purposeful intercultural action. The purpose of the translation actiondetermines the translation strategies. The process of the translation is conditioned bymany factors. In the translation of foreign-oriented publicity materials, Skopos Theoryemphasizes the interaction of the original author, the translator and the target textreaders. The translation text should be a target language-culture oriented, readercentered. Through analyzing the nature of domestication, the author pointed out thatdomestication is a target language-culture-text oriented,reader centered and functionalequivalence translation strategy. In order to make the translated version intelligibleand acceptable to the target readers, the expressions in the target language cultureshould be acceptable language. So domestication strategy is an effective strategy inthe foreign-oriented publicity materials translation.At the same time, with the development of China, the culture exchange betweenChina and the outside world is becoming more and more frequent. This communication is two-directional.China not only needs to absorb the foreign culturebut also needs to introduce its own culture to the outside world, therefore, Chineseculture will have an influence on the world culture.Because of the culture differencebetween China and the world, the new idea and things unique to China can’t haveequivalents in English. So in the translation of foreign-oriented publicity materials,China English appeared. This can only be translated by foreignization strategy. Theforeign-oriented publicity materials translation has the role of introducing Chineseculture and new idea appearing in China. However, there are no ready-madeequivalents in English for these things unique to China. Translators have to adoptforeignization strategy, which is source-language-culture oriented, author centeredand formal equivalence translation strategy. It strives to preserve the original flavor asmuch as possible in order to keep the foreignness of the source language culture.Therefore, foreignization is an effective translation strategy for maintaining Chinesecultural characteristics in the translation of foreign-oriented publicity materials.