On The E-C Translation Of The Power Of Moments (Excerpts) From The Perspective Of Reception Theory

The project is on the E-C translation of The Power of Moments(excerpts)co-written by the bestselling authors Chip Heath and Dan Heath.The book is about the potential influence of moments on personal lives and on service businesses,and about how to “think in moments”.The book inducts readers to conjure up unforgettable moments in their personal lives and explains in combination with research findings why these moments are more memorable or meaningful than others.It aims to motivate them to overcome the constraining force of “common sense” and “reasonableness”,and to “think in moment”.Business leaders can therefore learn to create peak moments or even to flip pits into peaks in the hope of enhancing their employees' retention and customers' loyalty.This report aims to explore the guiding effect of Reception Theory on the translation practice.On the basis of introducing some of the core concepts,as well as the functional structure of blanks,it specifically deals with series of issues such as the prediction of reader's horizon of expectation,the concretization of places of indeterminacy,and the filling in of blanks in the context of translating the book The Power of Moments.In accordance with the common features of motivational books and the specific features of The Power of Moments,the author brings forward word level translation techniques e.g.specification,generalization,and paraphrase,and sentence level translation techniques e.g.reconstruction,shift of perspective,transformation of sentence pattern,addition,and variation.Insights the author gained from the project are as follows: firstly,the translator should predict the readers' horizon of expectation throughout the translating process;secondly,the specific technique for the concretization of places of indeterminacy should be chosen according to the context;thirdly,the original work should be completely fused into the translator's horizon of expectation before translating;fourthly,the appeal structure should be left intact on the prerequisite that the comprehensibility of the translated text is guaranteed.