A Report On C-E Translation Of University Publicity Texts From The Perspective Of "Functionality Plus Loyalty" Theory

Nowadays,China’s colleges and universities are focusing on international education and trying to speed up their international development through enhancing exchanges and cooperation with other international institutions.In this process,publicity translation of Chinese colleges and universities is gradually sprouting up and plays a vital role in the implementation of internationalization strategies.Tianjin University celebrated its 125 th anniversary in 2020.Commissioned by the International Media Association of Publicity Department of Tianjin University,the author carried out the C-E translation of publicity materials for the anniversary.To achieve good publicity effect,publicity translation of universities should not only realize the information function of text,but also realize its communicative function.Christiane Nord put forward the“functionality plus loyalty”theory,which takes both “functionality”and “loyalty”into consideration.It requires translators to be faithful to both the source language and the target language,which is consistent with the balance state advocated in publicity translation.Finally,the author chooses Nord’s“functionality plus loyalty”theory as the guiding theory to write this report,and selects relevant translation examples for analysis to reveal the guiding effect of this theory from word,sentence and text levels.In view of a large number of proper nouns and terminologies,four-character words and sensitive words related to ideology in the original text,the author mainly adopts amplification,free translation,omission and transformation methods.The Chinese sentences in the original text are mostly coordinated by“core ideas”but present with “loose”forms.When translating,the author adopts many techniques,such as amplification,omission,division,combination and readjustment of word order on the basis of semantic analysis.At the discourse level,the text is organized by subtitles,describing the characte’s life with a clear context and strong logic.Thus,the author mainly focuses on cohesion and coherence,and highlights core information.The analysis shows that the“functionality plus loyalty”theory can provide strong guidance for publicity text translation of universities.After finishing this practice,the author has a deeper understanding of this theory.In addition,it is expected that this translation report can provide some reference for following university publicity translation tasks.