跨文化传播视角下的外宣翻译策略探究

ContentsTOC\o"1-3"\h\uChineseAbstract 2EnglishAbstract 31.Introduction 41.1Definitionofexternalpublicitytranslationandinterculturalcommunication 41.2Currentresearchandaccomplishment 42.CharacteristicsandPrinciplesofExternalPublicityTranslation 52.1CharacteristicsofExternalPublicityTranslation 52.2PrinciplesofExternalPublicityTranslation 62.2.1“Faithfulness,Expressiveness,andElegance” 62.2.2“ThreeCloseness” 73.TranslationStrategiesofExternalPublicityTranslationFromthePerspectiveofCross-culturalCommunication 73.1MainProblemsExistinginExternalPublicityTranslation 73.2GuidingStrategiesofDomesticationAndForeignization 83.2.1Domestication 83.2.2Foreignization 93.3SpecificTranslationTechniquesofExternalpublicityfromtheperspectiveofinternationalcommunication 93.3.1Omission 103.3.2Addition 113.3.3Adaptation 114.Conclusion 12References 13跨文化传播视角下的外宣翻译策略探究摘要随着我国对外经济文化的快速发展，外宣翻译工作显得越来越重要。对外宣传的目的是向海外展示一个真实的中国，树立良好的国家形象。外宣翻译成为传播中国文化的一个重要媒介。因此，除了遵循“信、达、雅”的标准外，外宣文献翻译工作者还需遵循“三贴近”的原则，即贴近中国发展的实际，贴近国外受众对中国信息的需求，贴近国外受众的思维习惯，同时注意异化与归化策略的灵活运用。最后，译者要具备跨文化传播的意识，通过灵活地运用删减、增译和改译，确保跨文化传播的有效进行。关键词：外宣翻译；跨文化传播；策略Research

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CommunicationAbstractWiththerapiddevelopmentofChineseeconomy,theexternalpublicitytranslationbecomesincreasinglyimportant.ThepurposeofexternalpublicityistoshowarealChinatotheoverseasandestablishagoodnationalimage.ExternalpublicitytranslationhasbecomeanimportantmediumforspreadingChineseculture.Inadditiontofollowthestandardsof“faithfulness,expressivenessandelegance”,translatorsofpublicityliteratureshouldalsofollowtheprincipleof“threecloseness”,whichcatersfortherealityofChina’sdevelopment,foreignaudience'needsforauthenticChineseinformationandforeignaudiences'thinkinghabits.Finally,translatorsshouldhavetheawarenessofinterculturalcommunicationandensuretheeffectiveimplementationofinterculturalcommunicationbyflexibleomission,additionandadaptation.Keywords:Externalpublicitytranslation;Interculturalcommunication;Strategy1.Introduction1.1DefinitionofExternalPublicityTranslationandInterculturalCommunicationExternalpublicitytranslationisthegeneraltermoftranslationpracticewhosebasiccontentistocompletethetranslationtasksofexternalpublicitymaterials.Inthebroadsense,externalpublicitytranslationcoversalmostalltranslationactivities,includingtranslationactivitiesrelatedtoexternalpublicitybyallwalksoflifeanddepartmentsatalllevels.Inthenarrowsense,externalpublicitytranslationincludesthetranslationofvariousmediareports,theannouncementofgovernmentdocuments,theintroductionofgovernment,enterprisesandpublicinstitutions,publicsigns,informationmaterialsandotherpracticalstyles(1990).Inourcountry,themaintaskofexternalpublicitytranslationistotranslateChineseintoEnglishorotherforeignlanguagestospreadthevoiceofChinatotheworld.Interculturalcommunicationreferstothecommunicationbetweenindividualsandgroups,aswellasbetweenpeoplewithdifferentlanguageandculturalbackgrounds.Interculturalcommunicationalsoinvolvestheprocessofthemigration,diffusionandchangeofvariousculturalelementsintheglobalsociety,anditsimpactondifferentgroups,cultures,countries.1.2CurrentResearchandAccomplishmentWiththedevelopmentofnationaleconomyandculture,thedemandforexternalpublicitytranslationisontheincrease.However,comparedwithitsimportance,thestudyofinternationalpublicitytranslationhasashorthistory,whichisstillacomparativelynewresearchareasofar.Inthispaper,theorigin,characteristics,achievements,shortcomingsandprospectsofforeignpublicitytranslationarereviewed.ThefirstuseofthetermwasinLiXin’s(2001)articleinShanghaiScienceandTechnologyTranslationin2001.LiChongyueandZhangJiansummarizedandanalyzedvariousEnglishtranslationsof“externalPublicityTranslation”byanalyzingthebroadandnarrowmeaningsof“externalPublicity”andcombiningtherelevanttheoriesofcommunicationscience,andconcludedthatthebesttranslationmethodofthistermshouldbe“InternationalPublicityTranslation”.(2009)Somescholarshavepointedoutthat:“externalpublicitytranslationisaspecialformoftranslation.ItreferstothecommunicationactivitiesaimedatlettingtheworldknowmoreaboutChinaunderthebackgroundofglobalization,takingChineseastheinformationsource,Englishandotherforeignlanguagesastheinformationcarrier,variousmediaasthechannelandforeignpeopleasthetarget.Onthepremiseoffollowingtheuniversalprincipleoftranslation,itcanbeunderstoodinabroadandnarrowsense.”（张健，2010).Later,in2004and2005,HuangYouyiwroteinChinesetranslationfortwoconsecutiveyears,puttingforwardtheprincipleof“threeapproachestoexternalpublicity”(2004),callingontranslationcirclesandacademiatopayattentiontothetranslationqualityofexternalpublicity(2005).Inaddition,XuJianguo(2009)commentedonthefouraspectsof“terminology”,“translationname”,“localization”and“nature”offoreignpublicitytranslationinviewofdifficultiesinforeignpublicitytranslation.Itlaysafoundationforthesystematicandprofessionaldevelopmentoftranslationstudies.ThroughtheinterviewofprofessorZhangjian,HuXingwen(2013)explainedthe“define”,“scope”,“characteristics”,and“thefuturedevelopment”oftheexternalpublicitytranslation.Headvocatedthat“thetranslatorsmustadheretothecombinationoftheoryandpractice.ItisnecessarytostudydeeplythethinkingdifferencesoftheChineseandforeignaudience,toformeffectivetranslationtheory,andmakeChineseculturegoglobal”.YangXueliancombinedthetheoryofcommunicationwiththestudyoftranslationforexternalpublicity,andexplainedtheselectionofstrategiesandmethodsoftranslationforexternalpublicitywiththetheoreticalbasisandresearchperspectiveofcommunication(2010).ThesignificationofexternalpublicitytranslationliesinpromotingthespreadofcultureandmakingforeignreadersunderstandtheachievementsachievedinChinaonpolicies,economy,sciences,technologyandcultureetc.ThequalityofexternalpublicitytranslationiscrucialtoChina’snationalimage.Inaword,thefundamentaltaskofexternalpublicityistobuildagoodinternationalenvironmentforChinaandagoodinternationalimageintheworld.2.CharacteristicsandPrinciplesofExternalPublicityTranslation2.1CharacteristicsofExternalPublicityTranslationExternalpublicitytranslationshouldplayanimportantroleinthedisseminationofinformationandthecompetitionofpublicopinioninordertoprotectthenationalimageandinterests.Inaddition,externalpublicitytranslationisnotedforitspolities,accuracyandaudiencedifference,whichtranslatorsareexpectedtoweaveintothetranslationprocessattheirowndiscretionforhighereffectsinglobalcommunication.(张健，2016)Infact,externalpublicitytranslationinvolvesnotonlyculturalexchanges,butalsopoliticalaspects.Throughforeignpublicitytranslation,acountry'sexternalappearanceandimageisestablished.Therefore,externalpublicitytranslationwillinevitablyreceivepressureandattentionfromthehostcountryandthegovernment.Moreover,insomeauthoritariancountries,theexternalpublicitytranslationiscompletelypoliticized,whichisanimportantchannelfornationalculturaloutputandexternalpublicity.Thereisnoautonomyorindependencetospeakof,sothetranslationisgreatlyaffectedbypoliticalfactors.However,insomedemocraticcountries,itisrelativelyfreeandfair.Theexternalpublicitytranslationistheepitomeofacountry’spolitics,historyandculture,andhelpsthecountrytocorrectitsshortcomingsandpromotethefurtherdevelopmentofthecountry.Asaspecialformofcommunication,theexternalpublicitytranslationismainlycarriedoutbythecentralleadershiptoexpoundthemajorpoliciesandconceptsofgoverningthepartyandstate,includingmanynewconcepts,newexpressionsandwordswithChinesecharacteristics.Therefore,theaccurateunderstandingandexpressionisveryimportant.Thisisdirectlyrelatedtothenationalimageandtheinternationalcommunity’sunderstandingofChina’sattitudetowardsmanythings.Thefirstrequirementforaccuracyistheauthenticityandreliabilityofthecontent,whichisinlinewiththeactualdevelopmentofChina.Thereadersofexternalpublicitytranslationaregenerallyforeignreaders.Comparedwithdomesticreaders,foreignreadersareabroadaudience.Fromthepoliticalsystem,therearereadersincapitalistcountriesandinsocialistcountries.Fromtheculturalcontext,therearereadersofhigh-contextculture(suchasJapan,Korea,etc.),readersoflow-contextculture(suchasGermany,theUnitedStates,France,etc.)andreadersofmiddle-contextculture(suchasGreece,Italy,etc.).Thediversityofaudiencesiscloselyrelatedtothecommunicationeffectofexternalpublicitytranslation.Inthesameexternalpublicitycontent,differentreaderswillhavedifferentreactions,sothedisseminationeffectisverydifferent.2.2PrinciplesofExternalPublicityTranslation2.2.1“Faithfulness,Expressiveness,andElegance”Whentranslatorsapplythe“faithfulness,expressiveness,elegance”principleintranslationpractice,theyshouldhavebackgroundunderstandingofdifferenttranslationobjectsindifferentfields.Thetranslationshouldensuretheaccuracyoftheexpressionandtheeleganceofthelanguage,sothatthetranslationisreadable,audibleandunderstandable.（杨淇斯，2018）Anytranslationshouldbefaithfulandaccurate.Asaspecialformofcommunication,translationisnotonlyinfluencedbythemajordecisionsofthecentralleadershipandsomegovernanceconcepts,butalsocontainsalargenumberofnewwordsandexpressionswithChinesecharacteristics.Therefore,itiscrucialtounderstandaccuratelythemeaningofthesourcelanguage.Thetranslationisdirectlyrelatedtothenationalimageandinternationalcommunity.Theaccuracyrequiresthatcontentisauthenticandreliable,sotargetreadersnotonlyunderstandtheliteralmeaningoftheoriginaltext,butalsounderstanditsconnotation.Forexample,inthe18thCPCnationalcongressreports,“人民精神文化更加丰富多彩”canbetranslatedinto“Peopleenjoyricherintellectualpursuitsandculturalentertainment.”（Net1）,if“精神文化”istranslatedinto“spiritualpursuits”,itmainlyreferstoactivitiesrelatedtoreligions.Andinthe19thCPCnationalcongress,“满足人民过上美好生活的新期待，必须提供丰富的精神食粮”istranslatedinto“Tomeetthepeople'snewaspirationsforabetterlife,wemustprovidethemwithrichintellectualnourishment.”（Net2）the“精神食粮”meansculturalactivities,so“intellectual”conveyspreciselymeaningoftheoriginaltext.2.2.2“ThreeCloseness”AccordingtoHuangYouyi(2004),thecorrecttranslationneedstofollowthestandardof“faithfulness,expressivenessandelegance”,andalsorequiresthetranslatortobefamiliarwiththeprincipleof“threecloseness”,thatis,closetoreality,closetotheneedsofforeignaudiencesinChina'sinformationdevelopment,andclosetothethinkinghabitsofforeignaudiences.Fortranslatorsengagedinforeignpublicitytranslation,themostimportantthingistodevotethemselvestothestudyofforeignculturesandthepsychologicalthinkingmodeofforeigners.TheyshouldbegoodatdiscoveringandanalyzingthesubtledifferencesandcharacteristicsofChineseandforeigncultures,andfollowthethinkinghabitsofforeignaudiences.3.TranslationStrategiesofExternalPublicityTranslationfromthePerspectiveofCross-culturalCommunication3.1MainProblemsExistinginExternalPublicityTranslationTranslationasawholealwaysservesaspecificculturalstrategicpurpose.(2009)Duetothedifferencesbetweendifferentcountriesandculture,therearesomemajorproblemsintheaspectsofideology,history,cultureandlanguageexpressioninthetranslationofexternalpublicity.Firstofall,thetranslationofforeignpublicitywillencountersomesensitivetopics,includingterritory,sovereigntyanddiplomacy.ItisthemissionoftranslationtosafeguardnationalinterestsandcorrectlyexpressChina'spoliticalposition.Forexample,controversialexpressionssuchas“TheTaiwanissue”shouldbeavoidedinthetranslationofexternalpublicity.Incontrastto“TheTaiwanissue”,“TheTaiwanquestion”ismoreappropriatebecauseaccordingtotheOxforddictionary,“issue”meansthe“questionthatarisesforthediscussion”.ThereisnodoubtthatTaiwanisaninseparablepartofChineseterritory.Therefore,“台湾问题”shouldbetranslatedas“TheTaiwanquestion”.Inaddition,theexternalpublicitytranslationwillencountermanyexpressionswithChinesenationalculturalcharacteristics,whichmaycauseculturalvacancy.Sometimes,theChinesemedialiketouseexaggeratedmetaphors.Forexample,phrasessuchas“一场没有硝烟的战争”“白衣战士”“扶贫攻坚战”“中国军团”werereportedinthepress.Inthecontext,theexternalpublicitytranslationwillonlydeepenthepreconceivedprejudiceoftheinternationalaudience.Therefore,itisinappropriatetousethetranslationof“asmokelessbattle”,“white-coatedsoldier”,“poverty-reliefbattle”and“Chinesearmygroup”,buttotranslateinto“invisibleefforts”“medicalworker”“poverty-reliefcampaign”“Chineseteam”.Therefore,howtoconveyaccuratemeaningisanunavoidableproblemintheexternalpublicitytranslation.Publicdiplomatictranslationhasinvolvedthreebasicconceptsofcommunication,namelypublicizing,explainingandpersuading.“Externalpublicityandcommunicationisactuallyanationalextensionofstatesovereigntyandanecessarymeanstosafeguardthefundamentalinterestofcountry.”(2005)WangPingxing(2014)believedthattranslatorsshouldputthepoliticalconsiderationsfirst.Externalpublicitytranslationshouldfollowthepublicizingtheory.Forexample,“中国大陆”cannotbetranslatedinto“mainlandChina”tocatertotheWesterndiscoursepatternof“mainlandEurope”.“抗美援朝”cannotbetranslatedinto“KoreanWar”accordingtowesterntraditionalthinking.Explainingreferstocommunicateandshareinformationwithothers.AsZhaoZhengyan(2012)says,IfyouwanttoshowtheworldtherealChina,youcannotignoretheimportanceoftheaudience.Forexample,ChinaDailydefineditspurposeofrunninganewspapersas“tolettheworldknowaboutChinaandletChinagoglobal”,andtheStateCouncilInformationOfficedefinesitsfunctionas“tointroduceandexplainChinatotheworld”.Persuadingreferstothetransmissionofinformationthroughtheinteractionbetweenparticipantstofacilitatethevoluntarychangeofopinionorbehaviorofanindividualorgroup.Incontrasttotheexplanation,persuasionisnotonlyaresponsetotheawarenessoftheaudience,butalsoacloseattentiontotheawarenessofrhetoric.Thepurposeofpersuasionistoeffectivelyusesymbolicresourcessuchaslanguagetoinfluencethethoughts,feelings,attitudesandbehaviorsofforeignaudiences.Forexample,theTVdocumentaryabiteofChinaisaverysuccessfulexampleintermsofmaterialselection,production,disseminationandreception,whichprofoundlyaffectsthecognition,emotion,attitudeandbehaviorofaudiencesathomeandabroad.3.2GuidingStrategiesofDomesticationandForeignizationThetranslationtermsofdomesticationandforeignizationwereproposedbyLawrenceVenuti(1992),afamousAmericantranslationtheorist,inhisbooktheinvisibilityofthetranslatorin1995.Hebelievesthatthedomesticationstrategykeepsthereadersathomeandbringstheauthortothereader,whiletheforeignizationstrategykeepstheauthorathomeandbringsthereadertotheauthor.Astwotranslationstrategies,domesticationandforeignizationarebothoppositeandunified.Absolutedomesticationandabsoluteforeignizationdonotexist.3.2.1DomesticationInApril1954,PremierChouEnlailedadelegationtoattendtheGenevaConference.InordertomakethewesternworldbetterunderstandChinaandcomprehendtheimplicationofrichChinesetraditionalculture,PremierChouspeciallyarrangedtoshowabeautifulandlyricalfilmLiangShanboandZhuYingtai.ThisisaromanticlovestorythatiswellknowninChina.However,foreignersknowlittleaboutthisstory.PrimerChouskillfullytranslatedthetitleofthefilminto“ChineseRomeoandJuliet”,whichstruckanemotionalchordwithwesternaudiences.Afterthefilmwasreleased,foreignaudienceswhowatchedthefilmimmediatelypraisedthefilmasabeautifulandsadlovestory.Foranotherexample,thenextdayafterthedeathofMeiYanfang,aHongKongentertainer,theheadlineintheEnglish-languageShanghaiDailywasHK’sMadonnaPassesAway.InChinese,manywordsdonotrepresenttheconceptualmeaningofthewordsreflectedinthegeneralcontext,butcontainadditionalmeaningswithspecialconnotationsofChineseculture.ForsuchChinesewords,domesticationisabetterapproach.OnMarch14,2011,theChinesegovernment’sprimeminister,WenJiabaocitedtheCPPCCpressconferencepoem“LiSao”,“亦余心之所善兮，虽九死其犹未悔”.ThetranslatorZhanglutranslateditinto“FortheidealthatIholddeartomyheart,I’dnotregretathousandtimestodie.”InancientChinese,“九”means“much”,soitistranslatedinto“thousandtime”,whichisaccurateandbeinconformitywiththehabitsofEnglish.Fromtheexamplesabovewecangettheinformationthatinthetranslationofpolicy,economyanddiplomacy,domesticationisanadvisablestrategy.3.2.2ForeignizationIncontrasttodomestication,foreignizationreferstosource-culture-orientedtranslation.AccordingtoVenuti（1992）,thepurposeistodevelopthecultureofthetargetlanguageandplayaguidingroletohighlightthedifferencesbetweenthelanguageandcultureofthetext.Andhearguesthatitisnecessarytomaketargetreadersofdifferentlanguagesunderstandtheforeigncultureofdifferentcountries,andmakecross-culturalcommunicationmoremeaningfulandvaluable.Asameansofculturalexchangetranslationshouldalsoshoulderthemissionofpromotingculturalprosperityofthenation.TopromotetheChineseculturetotheworld,translatorsshouldadoptforiengizationandkeepthe“original”flavorofthesourcetext,especiallythegovernmentdocuments.Forexample,inthe19thCPCnationalcongress,“中华民族伟大复兴，绝不是轻轻松松、敲锣打鼓就能实现的。”istranslatedinto“Achievingnationalrejuvenationwillbenowalkinthepark;itwilltakemorethandrumbeatingandgongclangingtogetthere.”(Net3)“敲锣打鼓”isaChineseidiom,andanexpressionwithChineseculturalcharacteristics.Thephrase“drumbeatingandgongclanging”istranslatedbyforeignization,whichreservestheculturalimageandcharacteristics,andsuccessfullyconveyedthespiritoftheoriginaltext.ExternalpublicitytranslationreflectsthemajorpoliciesofthepartyandthegovernmentandembodiestheuniquetheoryofthesocialistroadwithChinesecharacteristics.Thus,externalpublicitytranslationshouldconformtoChina'snationalconditions,havedistinctChinesecharacteristicsandconveytheculturaldifferences.3.3SpecificTranslationTechniquesofExternalpublicityfromtheperspectiveofinternationalcommunicationThetranslationstrategydeterminesthequalityofthetranslation,andthequalityofthetranslationaffectstheeffectofcross-culturalcommunication.Firstofall,thetranslatorshouldmakeclearthepurposeofexternalpublicitytranslation.Secondly,thetranslatorshoulddeeplyanalyzetheideastobeconveyedintheexternalpublicitytextandachievethepurposeofcross-culturalcommunicationthroughpropertranslation.Finally,translatorsshouldchoosetranslationstrategiesflexibly,notonlytoretainthecharacteristicsofChineseculture,butalsotobeacceptedbyforeignreaders.Theauthorbelievesthatthefollowingtranslationstrategiescanachievepositivecross-culturalcommunication.3.3.1OmissionPinkham(2000)pointsoutinTheTranslator'sGuidetoChinglish“AlmosteverytextthathasbeentranslatedintoEnglishfromChinesecontainsunnecessarywords.Drafttranslationsarecommonlyfullofthem.”Therefore,inthetranslationofexternalpublicity,itisnecessarytoomitsuperfluousexpressionsandfocusontheeffectivetransmissionofinformation.Example1每年全国人大都安排我在3月8日举行记者会。这使我有机会能够当面向在场的女记者们、向所有女同胞们致以节日的祝福,祝大家天天高兴、事事顺遂。Translation:Everyyear,theNPCschedulesmynewsconferencefor8March.Thisgivesmeanopportunitytoextendfestivegreetingsinpersontoallthefemalejournalistsinthisroom.Indeed,Iwanttowishallwomenhappinessandgoodluck.ThisisForeignMinisterWangYi’sopeningaddressatthe2017NationalPeople’sCongressandtheChinesePeople’spoliticalconsultativeconference.Thefour-charactercaseof“天天高兴、事事顺遂”inChineseistostrengthenthetoneandfoiltheatmosphere.Iftranslatedinto“tobehappyeverydayandtobesuccessfulineverything”,ittakesonaflavorofstrongChinglish,Whilethetranslatorgraspedthecoremeaningofthetwowords“happy”and“luck”andtranslateditinto“happinessandgoodluck”.Example2一个在改革开放进程中蓬勃发展的新北京,把自己悠远深厚的文化底蕴,兼容并蓄的宽广胸怀,谦和礼貌的公德素养，奋发有为的进取精神展现给全世界,为世界奉献一届与众不同的新奥运。Translation:Beijing,withitsnewprosperouslookasaresultofthecountry'sreformandopening-updrive,willpresenttheworldwithauniqueOlympicgame. Thetranslatordeletedsuchmodifiersas“悠远深厚”“兼容并蓄”“谦和礼貌”“奋发有为”andreplacesthemwith“newprosperouslook”.Thetranslatorextractsrelevantinformationaccordingtothecommunicativeintentionoftheoriginaltextandtheexpectationofthereader.Onthecontrary,ifthesemodifiersaretranslatedwordbyword,theywillseemtohavenopointandmakenosense.Therefore,thetranslatormustreducetheoriginaltextproperlyandmakesomechoicesinordertoexpressthemeaningoftheoriginaltextcorrectly.3.3.2AdditionThisstrategyisoftenusedtotranslatesentenceswithspecialculturalmeanings,whichisconducivetorevealingculturalconnectionsorprovidingreaderswithmoreculturalbackgroundinformation.Example3五年来，我们统筹推进“五位一体”总体布局、协调推进“四个全面”战略布局、“十二五”规划胜利完成，“十三五”规划顺利实施。Translation:Inthepastfiveyears,wehaveimplementedthefive-sphereintegratedplanandfour-prongedcomprehensivestrategy,fulfilledthegoalsofthe12thFive-YearPlan,andmadesmoothprogressinimplementingthe13thFive-YearPlan.ItshouldbenotedthatforeignreadersdonotknowthewordswithChinesecharacteristicssuchas“五位一体”“四个全面”“十二五”“十三五”.Therefore,thetranslatormustexpressitsspecificmeaningclearly.Theabovefourphrasescanbetranslateassuch:“five-sphereintegratedplan”,“four-prongedcomprehensivestrategy”,“the12thFive-YearPlan”and“the13thFive-YearPlan”.AppropriateadditionandtranslationofsuchtextswillhelptobetterexpressChina’spolicy,spreadChinesecultureandmakeChinabetterintegratedintotheworld.Example4深圳经济特区建立30周年庆祝大会今天上午在深圳隆重举行。Translation：Shenzhen,asoutherncityborderingHongkong,ismarkingits30thanniversaryasChina’sfirstspecialeconomiczone,orSEZ.ThenewspaperreportdoesnotgiveanaccountofShenzhen'sgeographicallocation.ThetranslationshouldbeconsistentwithEnglishexpressionswhendealingwithsimilarsituations.“InEnglishnewsreportsrepresentedbytheUnitedStates,ithasbecomeanindustrypracticethatthelocationofaplaceisalwaysmentioned,whiletheidentityofapersonisalwaysmentioned”（2007）.Inaddition,therearemanyfamoushistoricalandculturalcitiesandnewlydevelopedcitiesareunknowntoforeignersinChina.Therefore,thetranslatorshouldstandintheperspectiveoftheaudience,sothatthereadercanunderstandthemeaningoftheoriginaltext.3.3.3AdaptationAdaptationisalsoknownasrewritingorreorganization.Example5朋友多了，路才会好走。Translation:Morefriends,moreopportunities.Ifthissentenceistranslatedinto“Themorefriends,thesmoothertheroad”,foreignerswillmostlikelyfeelconfused.Sothetranslatorchangedtheword“road”to“opportunity”,whichnotonlyshowsthatChinawantstobuildgoodrelationswithclosefriendsinothercountries,butalsobringsmoreopportunitiesforChinaandothercountries.Example6丝绸之路是连接中国与亚欧大陆的交通要道。Translation:TheSilkRoadreferstoatransportroute,connectingancientChinawithCentralAsia,WestAsia,Africa,andTheEuropeancontinent.Translatorsshouldneitherunderestimatetheintelligenceofforeignaudiences,noroverestimatetheirunderstandingofChineseculture,sothetranslatorshouldproperlyunderstandthecross-culturalcontext.Thereconstructionoftextstosupplementculturalinformationisregardedasaneffectivemeanstointerpretcross-culturalinformationwithspecialculturalsignificance.Thetranslationoftheaboveexamplecomplicatestheinformationofthesourcetext.Thetranslatornotonlytranslated“亚欧大陆”intocentralAsia,westAsia,AfricaandEurope,butalsoturned“China”into“ancientChina”,makingiteasiertounderstand.ThetranslatorcompilestheChineselanguagetoincreasetheinformationcontentandexcavatethedeepinformation,soastomakethewritingmorefluentandlogical.ConclusionMakingChineseculturegoglobalisanecessarywayforChinatobecomeamoreprosperouscountry.Externalpublicitytranslationplaysaleadingroleinthisprocess.ThetranslatorshouldintroducearealChinatotheworldinaccordancewiththecharacteristicsofthepolities,accuracyandaudiencedifferenceofexternalpublicitytranslation.Therefore,foreignpublicityshouldfollow“threecloseness”,andchoosebetweenforeignizationanddomesticationstrategiesflexibly.Atthesametime,externalpublicitytranslationshouldbecombinedwithinterculturalcommunicationtoensuretheeffectiveimplementationofinterculturalcommunication.Translatorsshouldensuretheeffectiveimplementationofcross-culturalcommunicationthroughflexibleomission,additionandadaptation.ReferencesVenutiL.RethinkingTranslationDiscourse,SubjectivityandIdeology[C].London&NewYork: