On C-E Mistranslation in Shanghai World Expo Official Website And

On C-E Mistranslation in Shanghai World Expo Official Website and Translation Strategies for Publicity Text [PP: 34-49] Huijia SHEN School of Foreign Languages Zhejiang University of Finance & Economics Dongfang College China ABSTRACT As a well-known international gathering, the Shanghai World Expo not only tries to exhibit the economic and technological innovation, but also to convey its profound culture. Publicity text, as a special text type, the purpose is to publicize China to the outside world and let the world know better about China, as well as to draw the target text readers’ attention so as to attain a desired effect and attract more foreigners to visit. Therefore, the publication of Expo becomes extremely important. However, there still remain some translation errors in the English version of Shanghai Expo’s official website. This paper attempts to probe into the current C-E translation problems in publicity texts and to seek a way out in the enlightenment of Skopostheorie. In view of the translation errors appearing in the website, five related translation strategies are put forward, namely, selective translation, amplification, paraphrase, culturally equivalent words and transliteration with hyperlink. Based on the analysis of translation errors, this paper tries to explain that the main cause of mistranslation is such a translator who has not taken the translation purpose of publicity texts and target text readers into consideration in the course of C-E translation. Meanwhile, it also tries to prove that publicity text translation deals with not only language, but also the culture. There are great differences between Chinese and English publicity texts. Therefore, the language and cultural features have to be observed carefully in order to cater to the English readership’s habit and expectation so as to fulfill the translation task. Keywords: C-E Mistranslation, Publicity Text, Shanghai World Expo, Official Website, Translation Strategies ARTICLE The paper received on Reviewed on Accepted after revisions on INFO 08/10/2020 18/11/2020 23/03/2021 Suggested citation: SHEN, H. (2021). On C-E Mistranslation in Shanghai World Expo Official Website and Translation Strategies for Publicity Text. International Journal of English Language & Translation Studies. 9(1). 34-49.

1. Introduction promotes mutual understanding. Therefore, In the era of globalization, publicity it is very important and urgent to conduct a texts are very important due to its role in study in this field. bridging the gap between different nations The present study focuses on the and cultures. In China, most of the problems in C-E translation of publicity government websites, documents and public texts. Taking Shanghai Expo official speeches, as well as the corporate websites websites for example, because of the and brochures are at least bilingual, both in ignorance of the communicative function of Chinese and English. Usually the English the translated text, the cultural differences versions are translated from the Chinese between China and Western countries, and versions, so the quality of translation the needs, ideologies and values of target directly impacts on China’s publicity effect. readers, many translation errors have been However, it is not in the least easy to found. Such poor translations fail to convey produce good C-E translation of publicity the exact information of the original texts, texts. A large number of translations in this hindering foreigners from understanding and field are far from satisfactory. Many enjoying Shanghai Expo. translators often do their work based on 2. Skopostheorie Chinese ways of thinking and translate Among all the three landmarks in literally without any consideration of the functionalism, Skopotheorie is the most differences between two languages and two significant one. “Skopos” is a Greek word cultures. As has been noted, the C-E for “purpose”. It was drawn into translation translation of publicity texts is full of errors. theory by Vermeer in the 1970s as a Only correct translation is conducive to technical term for the purpose of translation effective communication, which in turn and action of translation. For understanding

On C-E Mistranslation in Shanghai World Expo Official Website and Translation … Huijia SHEN

Skopostheorie, firstly, we should pay our translation studies beyond the linguistic attention to the Skopos rule. On the basis of boundary. This approach to translation Skopostheorie, the major principle studies has been proved to be more determining any translation process is the descriptive and pragmatic, shifting from the purpose of the overall translational action “hypothetical ideal translations to actual (Nord, 2001: 27). There are three possible texts”, with due attentions given to the kinds of purpose in translation: “the general relationships of the author, reader and purpose aimed at by the translator in the translator, internal and external factors that translation process—perhaps ‘to earn a condition the shaping of a translation living’, the communicative purpose aimed at (Gentler, 2004: 76). by the target text in the target situation— The purpose of the Shanghai Expo is perhaps ‘to instruct the reader’, and the to provide the prospective target text readers purpose aimed at by a particular translation with enough useful information. And as we strategy or procedure—for example, ‘to all know not all the information on the translate literally in order to show the websites of Shanghai Expo is useful to the structural particularities of the source prospective readers. Under this purpose, the language’” (Vermeer, 1989, qtd. in Nord, translation of Shanghai Expo’s official 2001: 100). Usually, the term Skopos refers websites shouldn’t be conducted on the rigid to the purpose of the target text. equivalence basis. In comparison with the traditional 3. Skopostheorie for Translation of linguistic approaches which focus on the Publicity Texts source texts, Skopostheorie emphasizes the Publicity texts are defined as the type purpose of target texts, target readers and the of text used to propagate information with situation when the translation is produced. In news value in order to attain understanding Skopostheorie, equivalence is not the only and support from other countries, draw standard to access a translation. Translation foreign investments, thus to improve a is evaluated according to its function and its country’s international environment and communicative effect. It passes up the better serve domestic construction. traditional approaches which stipulate According to the text typology, we prescriptive rules for an ideal translation. A know that different types of writing may translation is to be regarded as successful if have different characteristics of their own. it fulfills the function of the translation and One of the fundamental characteristics of a seems to be consistent with the target publicity text is its high degree of readers. In this sense, Skopostheorie has informativeness. The first requirement is to broadened the narrow visions of traditional offer information to readers, and the vital translation criticism, indicating the task is to make China better known by the acceptance of multiple versions and the outside world. In fact, publicity texts serve evaluation of individual versions with as a window widely open to readers around respect to the purpose for which each the world, through which Chinese political, version is intended and enlarging the economical and scientific achievements, our possibility of translation (Baker, 2004: 28). geography, history and customs etc, are Meanwhile, with loyalty as a compromise, it shown and introduced to foreign readers. emphasizes the translator’s responsibility to Publicity texts also have some other the intention of the author. An adequate special characteristics that differentiate them translation should be in concordance with from literary works, technical and other the intention of the original author and the writings, including their language features, translator, so as to live up to the expectation communicative nature and target-reader of readers. orientedness. As a peculiar text-type, Instead of regarding translation as a publicity texts have their own language one-to-one transference between two features. Firstly, publicity texts cover a lot of languages, Skopostheorie describes terms with Chinese characteristics, such the translating as an “intentional, interpersonal, basic knowledge about China as history, partly verbal intercultural interaction based geography, political and economic system, on a source text” (Nord, 2001: 18). It lays traditional Chinese culture, and Chinese stress on the involvement of multiple people’s values and thinking mode. These personal and cultural factors in the process terms carry unique Chinese flavor and thus of translation, and improves people’s play a significant role in transmitting social, awareness of the complexity, constraint and economic, cultural, information of China to relations involved in translation. In this way, foreigners. Secondly, publicity texts are Skopostheorie has enlarged the scope of characterized by flowery writing style with

International Journal of English Language & Translation Studies (www.eltsjournal.org) ISSN:2308-5460 Volume: 09 Issue: 01 January-March, 2021 Page | 35

International Journal of English Language & Translation Studies (www.eltsjournal.org) ISSN:2308-5460 Volume: 09 Issue: 01 January-March, 2021 numerous pompous modifiers, four- However, if the translated version of the character idioms and parallel structures, publicity texts is filled with which are rhythmically beautiful and incomprehensible or even strange terms and conducive to improving publicity effect in phrases, it will definitely not appeal any the eyes of Chinese readers. Therefore, the foreign readers, not to mention to achieve translation must be in accordance with the the desired effect. Due to the above reasons, peculiar nature or structure of English the qualified translators should compare language. Great efforts should be made to source texts with target texts carefully exert the idea to idiomatic and plain English. before they start translation. Publicity texts feature a 4. Translation Errors in Shanghai World communicative nature. It demonstrates that Expo Official Website the foreign readers play an important role in The study of the English version of determining publicity effect. Positive “China Joint Provincial Pavilions” in publicity effect, the chief goal of publicity Shanghai World Expo official website texts, mainly depends on readability, interest shows that, although the website succeeds in and style of the publicity texts. The most expressing the overall information to foreign important characteristic of publicity texts, readers, there still exist some translation different from any other types of literature, errors which may confuse them in some is their target readers. China’s foreign ways. When translating the website, many publicity is designed for those foreigners translators tend to translate literally the and overseas Chinese who don’t know existing Chinese language, in spite of the China but are interested in China. This is not fact that different readers demand an only a characteristic of publicity texts, but adjustment of the relationship between the also a goal to achieve in C-E translation of explicit and implicit information in the publicity texts. Under the guiding principle target text. of being target-reader-oriented, translators of This paper will make a critical analysis publicity texts should try their best to make of translation errors which are found in the the translation briefly and easily understood English version of “China Joint Provincial in terms of both contents and language. The Pavilions” in Shanghai World Expo official translator should select the proper website. The errors mainly caused by information, and great efforts should be different language patterns and customs, or exerted to ensure the target text readers to lack of cultural background knowledge of completely understand what the texts are the source language, which may lead to talking about. How the translated text can misunderstanding, obstacle or even conflict accomplish the function of introducing among people from different countries. China to the outside world, to a large extent, These translation errors can be concluded lies on how comprehensible the translation into six major kinds: (1) retaining useless is. original information in translated texts; (2) Since the main functions of publicity deleting important original information in text are referential, expressive, appellative translated texts; (3) ignoring different and phatic, the Skopos of C-E translation of background knowledge between the Chinese publicity texts is to ensure the accurate and and English readers; (4) improper translation obstruction-free understanding of China so of culture-loaded words; (5) as to achieve the desired and intended misunderstanding of cultural connotation; publicity. Whether this Skopos can be (6) cultural image loss or improper addition. achieved or not is a crucial yardstick to The following paragraphs will discuss them judge the effectiveness of a translation. in detail with examples, and each error is Therefore, the translator of publicity texts corrected with a suggested version. should always bear in mind what peculiar 4.1 Retaining Useless Original Information translation principle will be adopted in order in Translated Texts to reach the Skopostheorie. According to “Skopostheorie”, the In view of the Shanghai Expo’s function of a source text in the process of official website, the purpose of the C-E translation is defined as “a source” for translation of website is to introduce China producing a target text (or more precisely is to the world and let the world know better “a raw material”.) This means: “the about China, as well as to draw the target translator can’t provide as much information text readers’ attention so as to attain a as the source text producer” (Nord, 2001: desired effect to publicize Shanghai Expo 35). and attract more foreigners to visit.

Cite this article as: SHEN, H. (2021). On C-E Mistranslation in Shanghai World Expo Official Website and Translation Strategies for Publicity Text. International Journal of English Language & Translation Studies. 9(1). 34-49. Page | 36

On C-E Mistranslation in Shanghai World Expo Official Website and Translation … Huijia SHEN

As for differences between source text (2) readers and target text readers in A: Original version: communication needs, when the original 展馆建筑外观以“东方之冠，鼎盛中华，天下 information in a source text is translated into 粮仓，富庶百姓”的构思主题，表达中国文化 a target language, the communicative value 的精神与气质。 may be different from the value in the B: Translated version: The contour source text. In other words, the useful design of the pavilion is based on the concept information for Chinese readers in the of “Oriental Crown, Splendid China, Ample Chinese version of “China Joint Provincial Barn, and Rich People,” to express the spirit Pavilions” may be useless or less important and disposition of Chinese culture. Analysis: In this example, the source text is information for foreign readers in the read fluently, with neat and concise words, English version. Therefore, what without blindly seeking for rhetorical information needs to be interpreted? And function. However, in the translated version, which information can be omitted in the in order to reach the Chinese rhetorical English version? They should be decided function, it is translated as “Oriental Crown, according to translation purposes and needs Splendid China, Ample Barn, and Rich of target readers. People” which make no sense for the target The research data of this paper is from readers. Any words without useful function Chinese and English version of Shanghai in the sentence—that is, with no addition of World Expo’s “China Joint Provincial the meaning, should be edited out. “Almost Pavilions” and the common error is the every text translated into English from retaining of useless original information in Chinese, (or that has been written directly in the translated text. According to the English by a native speaker of Chinese), translation purpose, the basic requirement is contains unnecessary words” (Pinkham, that the target text should be as succinct as 2003: 1). possible, without too long space. Too much Suggested version: The concept of the “useless information” is the main cause of pavilion’s contour design is to express the space verbosity. Please see the following spirit and disposition of Chinese culture. examples: (3) (1) A: Chinese version: A: Original version: “苏韵流芳”、“幽兰雅韵”、“春华秋实”、“玉城市是人类文明的结晶，也是个生命体。她色临风”、“物联天下”、“七色光谱”、“江海兼收并蓄、包罗万象、不断更新的特性，促经略”、“生命奇缘”和“锦绣江苏”等主要展项进了人类社会的进步及生活的改善。充分展示了江苏悠久的历史和深厚的文化底 B: Translated version: City is the crystallization of human civilization and is 蕴，以物联网、光伏、生物医药等为代表的 also a living entity. She incorporates things of 高新技术产业的发展成就，展现了“理想之园 diverse nature and is all-embracing and ”的精华。 constantly renewing. She promotes the B: English version: Main exhibition progress of human society and improvement items such as Spring Flowers and Autumn of living standard. Fruits, Internet of Things, Seven-colored Analysis: The Spectrum and Beautiful Jiangsu fully reveal “兼收并蓄、包罗万象、不断更新” are Jiangsu’s long history and profound culture. typical four-word Chinese phrases. If the The development achievements of the high- translator uses literal translation, his tech industry represented by the Internet of things, photovoltaic and biological medicine translation will be against the clear and displays the essence of an ideal garden. concise style of English. Target readers will Analysis: In the light of functionalist, all the not experience the rich and varied style of information is supposed to serve the the source text, but to find that the function of the whole text. In a sense, this translation is too complicated and the main information is reasonable and necessary in information is not prominent. Therefore, it is Chinese. However, for the target readers, better to use “embracive and regenerating” who have little knowledge of Chinese these two adjectives to replace the above rhetoric, the above Chinese phrases make underlined long sentence. little sense for them. The translator should Suggested version: City is the omit the useless information and follow the crystallization of human civilization as well English writing style. as a living body. By virtue of its embracive Suggested version: Main exhibition items and regenerating nature, it promotes social fully reveal Jiangsu’s long history and development and improves our living profound culture. The development standard. achievements of the high-tech industry

International Journal of English Language & Translation Studies (www.eltsjournal.org) ISSN:2308-5460 Volume: 09 Issue: 01 January-March, 2021 Page | 37

International Journal of English Language & Translation Studies (www.eltsjournal.org) ISSN:2308-5460 Volume: 09 Issue: 01 January-March, 2021 represented by the Internet of things, Analysis: The above example, it describes photovoltaic and biological medicine the beauty of the Mountain Tai and the sea displays the essence of an ideal garden. in Shandong province by quoting classics (4) and poems to present a beautiful scene to A: Original version: readers. For source text readers, the Chinese 展馆以石库门造型为主要元素，设计风格简 version is an impressive and attractive 约但气氛浓烈，外观朴素但格调现代，非常 description. Yet, there is no doubt that in the 符合上海这座城市庄重而不失灵动、历史与 English version the beauty described 现代交融、东西方融合的文化特征。 undoubtedly becomes something like a great B: Translated version: Taking the form pile of adjectives and nouns. In English of Shikumen, Shanghai Pavilion features culture, it is said that “a proper word in a simple design but profound implication, plain proper place is good English”. Thus it appearance but modern taste, perfectly should go without saying that English matching the city’s characteristics of readers, who pay great attention to combination of decency and diversity, conciseness and informativeness, would blending of history and modernism, and disavow this pompous style. They would meeting of the East and the West. regard this kind of text too flowery and Analysis: Obviously, “combination of verbose to be convincing. So here the author decency and diversity, blending of history suggests that the flowery and complicated and modernism, and meeting of the East and descriptions should be condensed or the West” is the example of word-to-word reduced, cutting down as much unnecessary translation. Such words as “combination”, exaggeration as possible. “blending” and “meeting” are redundant and Suggested version: The pavilion forms should be edited out by using a more Shandong’s cultural conception and generalized word “merging”. geographical features from the main Suggested version: Taking the form of perspective of the towering Mt. Tai and Shikumen, Shanghai Pavilion features rivers. The open entrance displays the simple design but profound implication, hospitality for friends from afar. plain appearance but modern taste, perfectly Chinese scholars seem likely to quote matching the city’s cultural characteristics of poems or classics to support their points of merging the decency and diversity, history view. Poems or classics in Chinese versions and modernism, as well as the East and the can absolutely add beauty and vividness. West. However, excessive quotations of poems It is a tacit formula to quote literary and old sayings mean nothing to foreigners words in Chinese publicity texts, for who don’t share the same cultural example, the classical Chinese poems, the conventions. Too much information will lyrics and the couplets, which may be make target text readers less interested in employed by outstanding ancients to praise going on with the Expo. Therefore, such the landscape. For Chinese people, these quotations may be deleted, if the functions quotations add attractiveness and cultural and meaning of the source text is well value to scenic spots. However, in the retained. translated versions, the poems have lost the 4.2 Deleting Necessary Original Information situational and social context when being in Translated Texts read by target text readers. Deleting original information (5) A: Original version: important and necessary to target readers of 展馆外观以雄峙天东的泰山为主视角，侧面 the translated text is also a prominent error. 是抽象的大海浪涌形象，形成“青山连绵不绝 Sometimes, the less important information ，绿水长流不断”的文化意境，勾勒出“海岱 for Chinese readers in the original version 文化”的山东地理形态。入口设计成敞开式， may be useful and special information for foreign readers who want to know more 表达“有朋自远方来，不亦乐乎”的热情与好 about China and its profound culture. 客。 Deleting too much in the translated version B: Translated version: The pavilion forms the cultural conception of “stretching may lead to information loss. Thus, we mountains and rivers” and depicts should add some necessary information, Shandong’s geographical features from the without which the target texts would be main perspective of the towering Mt. Tai. The confusing to the foreign readers. As for open entrance displays the hospitality for which information needs to be added in the friends from afar. translated version should be in accordance

On C-E Mistranslation in Shanghai World Expo Official Website and Translation … Huijia SHEN

with the needs of target readers. Let’s look his Chinese readers in mind, consciously or at the following examples: unconsciously, presupposing that they share (6) some common background knowledge with A: Original version: himself. As it is well known that Chinese 展馆以独具匠心的展项描绘了城市发展中的 people and English people share different 草原文明，通过展示哈达、蒙古包、祥云、 background knowledge, translators need to 马鞍等，体现各种草原文化元素。 adapt information in the source text to B: Translated version: The pavilion English readers. depicts a grassland civilization in urban (8) development and manifests various elements A: Original version: of the grassland culture with unique “城市智慧”厅表现工业革命时代的城市面貌 exhibition items. ，分别以“机器卓别林”展示工业化对城市生 Analysis: In the example (6), the source text 活改变的“双刃剑”作用，以纽约、伦敦为实 contains four different elements: “哈达”, 例表现城市的创意智慧，以各具特色的老建 “蒙古包”, “祥云”and “马鞍”, but in target text, 筑来展示中国京杭大运河的文化交融，以连 the translator just deletes these important 环画上的今昔石库门来体现中国上海的城市 elements. Just as is mentioned above, all the information is supposed to serve the function of 改造。 the whole text. These four elements are main B: Translated version: Urban Wisdom points of information in source text, so it is Hall deals with the Industrial Revolution era. necessary to add them in target text. Industrialization is depicted as a double- Suggested version: The pavilion depicts a edged sword that changes the life in cities. grassland civilization in urban development New York and London are cited as two and manifests various elements of the examples of innovative wisdom. The exhibition also includes the culture of the grassland culture with unique exhibition Chinese Grand Canal and the urban renewal items, including Hada, Mongolian Yurt, efforts in Shanghai. Lucky Cloud, Sabble. Analysis: Although the English version has (7) covered the main idea of the Chinese A: Original version: original, it has several errors. First, the “未来正在实现”展区，运用多媒体加模型的 “Chinese Grand Canal” may make no sense 展示方式，通过智慧家居、健康社区、低碳 “ to westerners who have no idea of China’s 城市、和谐环境四个主题，展示未来科技的 ” geography and economic development. 发展趋势。 Actually, the Chinese term B: Translated version: The displays in “中国京杭大运河” here refers to a grand the Dream Is Approaching section focus on Intelligent Home, Healthy Community, Low- system of water transportation, connecting Carbon City and Harmonious Environment. China’s such five major rivers as the They will help visitors to understand the Yangtze and Yellow rivers, linking trend of technological advancement. provinces and major cities in the north with Analysis: In the example (7), the source text those in the south. The cultural heritages introduces its particular way to exhibit the gather along the canal, such as the Jiangsu pavilion, but in the translated Taierzhuang Canal Town in Ming and Qing version, the translator just omits this part dynasty, Liaocheng North Water Town and which will give more information to the more than 100 other unique cultural target readers and make them better landscapes and folk charms. It is not simply understand the way of exhibition in Jiangsu a geographical term. Second, it will be better pavilion. Therefore, it is a wise way to keep to translate rather than omit the “石库门” in these important and necessary words in the the target text to make the target text translation in case of the information loss. explicit, for “Shikumen” serves to Suggested version: The displays in the precipitate the urban renewal efforts in Dream is Approaching section focus on Shanghai in the source text. Intelligent Home, Healthy Community, “Shikumen” or literally “stone gate” is Low-Carbon City and Harmonious a style of housing in Shanghai, China, Environment by the means of multimedia blending features of east and west. It is a and model. They will help visitors to traditional Chinese dwelling with a understand the trend of technological courtyard providing an “interior heaven” to advancement. compromise with its urban nature. All in all, 4.3 Ignoring Different Background the classical irrigation works and traditional Knowledge Chinese residence in the above example, When the source text translator is which have been quoted a lot in Chinese composing the publicity texts, he always has texts, can be understood by ordinary Chinese

International Journal of English Language & Translation Studies (www.eltsjournal.org) ISSN:2308-5460 Volume: 09 Issue: 01 January-March, 2021 Page | 39

International Journal of English Language & Translation Studies (www.eltsjournal.org) ISSN:2308-5460 Volume: 09 Issue: 01 January-March, 2021 readers. However, they cannot be merely get the name of the poem. It will understood by target readers if translated distract readers’ attention, and thus, make into English without adjustment, since the them curious about it. As we all know, Song target text readers are short of necessary of Everlasting Sorrow describes the love background knowledge of Chinese culture. tragedy between Emperor Xuanzong and Suggested version: Urban Wisdom Hall Madame Yang, his imperial concubine. The deals with the Industrial Revolution era. author Bai Juyi applied historical figures and Industrialization is depicted as a double- legends to create this touching story. The edged sword that changes the life in cities. whole poem of love is quite sentimental, New York and London are cited as two with moving words and mellifluous examples of innovative wisdom. The melodies. As we don’t share the same exhibition also includes the culture of the background knowledge with foreigners, the Chinese Grand Canal, a grand system of translators should provide additional water transportation that connected China’s information in the source text to the target five major rivers and cities with some text readers. cultural heritages accumulated along the Suggested version: The pavilion takes the canal in the north to those in the south. And form of Tang-style palaces, and presents the use “Shikumen”, a traditional Chinese living scenes of the royal family in the past dwelling to precipitate the urban renewal and ordinary people at present, by mainly efforts in Shanghai. depicting the Huaqing Hot Spring, Huaqing Every cultural landscape has its Palace, both are the royal gardens and history and stories. Historical anecdotes are famous for hot spring, and the story in Song used to attract or supply historical of Everlasting Sorrow which describes the information to foreign readers. These love tragedy between Emperor Xuanzong messages may be apprehended without any and his imperial concubine—Madame Yang. difficulty by the source text readers. (10) However, it is not the same for the target A: Original version: text readers who live in a totally different 山西馆将展现山西悠久的历史及深厚的文化 environment. Thus, the translation of these 底蕴、经济社会发展的新面貌和未来发展的 famous landscapes and historical anecdotes 美景。六百平方米的展馆入口门楼则以著名 can not trigger the same feelings as Chinese 古建筑晋祠为蓝图。馆内分别展示山西的云 readers. Let’s see the following examples: 冈石窟、平遥古城、五台山三大世界文化遗 (9) 产。 A: Original version: B: Translated version: Shanxi Province 展馆建筑为唐式宮殿风格，以华清池、华清 will spotlight the province’s history and 宫、《长恨歌》为题材和主线，呈现“昔日皇 culture, energy and future at the Expo. The 家宫苑，今日百姓家园”的生活场景。 entrance of the 600-square-meter pavilion B: Translated version: The pavilion will feature traditional Chinese wooden takes the form of Tang-style palaces, and Dougong brackets fixed layer upon layer. presents the living scenes of the royal family Inside, visitors will be able to explore Shanxi's in the past and ordinary people at present, by World Heritage sites - the Yungang Grottoes, mainly depicting the Huaqing Hot Spring, the ancient city of Pingyao and Mount Wutai. Huaqing Palace and the story in Song of Analysis: In example (10), the source text Everlasting Sorrow. gives us the impression that Yungang Analysis: In example (9), the famous Tang- Grottoes, the ancient city of Pinyao, and style palaces Huaqing Hot Spring and Mount Wutai, bear the prestige through Huaqing Palace in the Chinese version can thousands of years. These three World not only inform Chinese readers of the basic Heritage sites can kindle a great deal of information of the Shannxi pavilion, but also cultural perceptions for Chinese readers, but serve as a convincing factor to persuade for the foreigners, these names cannot potential tourists to visit it. However, produce the same kind of effects. Therefore, readers from the foreign countries, with little it is better to add additional information. knowledge of the scenic spot of Shannxi, Suggested version: Shanxi Province will simply cannot understand the name of the spotlight the province’s history and culture, scenic. And here comes a historical anecdote energy and future at the Expo. The entrance “《长恨歌》” which is translated as “the of the 600-square-meter pavilion will feature story in Song of Everlasting Sorrow”. Target traditional Chinese wooden Dougong text readers may not be familiar with the brackets fixed layer upon layer. Inside, background knowledge of this story if they visitors will be able to explore Shanxi’s World Heritage sites - the Yungang

On C-E Mistranslation in Shanghai World Expo Official Website and Translation … Huijia SHEN

Grottoes, one of the four grotto art treasures it is necessary to make information implicit of China, and the ancient city of Pinyao, one in the Chinese version explicit in English. of the four well preserved ancient cities of Suggested version: The pavilion’s blue China, as well as Mount Wutai, one of the metal exterior full of rhythm manifests the four famous Buddhism Mountains of China. hardness of steel and the beauty of the sea. Materials and objects, as great Above the entrance is a Sinosauropteryx treasures of one nation, reflect the society, model, also called Chinese reptilian wing, is history, economy, religion, etc, of different believed to be the earliest feathered dinosaur times. Examples are shown as follows: or the ancestor of birds. (11) (13) A: Original version: A: Original version: 主题馆群围绕“里弄”、“老虎窗”的构思，建展馆以城、镇、村特色广场为载体，选择金筑设计运用了“折纸”的手法，形成了二维平马坊、白族民居、傣家竹楼等民族建筑艺术面到三维空间的立体建构，而屋顶则模仿了“ 特色，以写实的方式还原建筑物，通过“牛虎老虎窗”正面开、背面斜坡的特点，颇显上海铜案”和“建水紫陶”等云南元素的集合，构成传统石库门建筑的魅力。开放、大气、特色浓郁的展示广场。 B: Translated version: The Theme B: Translated version: On an open, Pavilion Complex shape conceiving focuses on spacious and distinctive square, Yunnan the old Shanghai “lane” and “dormer” to Pavilion revivifies national architectures such form a two-three-dimension spatial structure as Golden Horse Archway, the Bai people’s by means of "origami". The roof is designed residence and the Dai bamboo house, and to mimic the Shikumen “dormer” in both the integrates local elements like Ox-tiger Bronze appearance and spirit, opening to the front Table and purple pottery from Jianshui. and leaning to the back. Analysis: In example (13), the source text Analysis: In example (11), the name of the mentions two local elements in Yunnan Chinese special objects “里弄” and Province—the Ox-tiger Bronze Table and “老虎窗”, rendered as “lane” and “dormer”, purple pottery from Jianshui. However, the will cause misunderstanding among the effective meanings of the distinctive Chinese target readers who are not familiar with the local elements are lost in the process of Chinese special objects. As a result, the translation. translation may not achieve the desired Suggested version: On an open, spacious effect, for foreigners do not know what the and distinctive square, Yunnan Pavilion introduction is about. It is even more revivifies national architectures such as difficult for them to appreciate these Golden Horse Archway, the Bai people’s specialties. Thus, we need to illustrate them residence and the Dai bamboo house, and with detailed information. integrates local elements like Ox-tiger Suggested version: The Theme Pavilion Bronze Table, a sacrificial vessel to put meat Complex shape conceiving focuses on the offerings, and purple pottery from Jianshui, old Shanghai “Li Long”, refers to lanes and one of the four great potteries of China. alleys, and “Tiger dormer”, Shikumen’s roof Traditional Chinese architectures and window to form a two-three-dimension environmental elements include religious spatial structure by means of “origami”. The architectures, traditional Chinese residences, roof is designed to mimic the Shikumen’s imperial palaces, historical landscapes and roof window in both the appearance and anecdotes, specific objects, local elements spirit, opening to the front and leaning to the and world famous heritages, which back. demonstrate the aesthetical value, social (12) development and customs of China. Besides A: Original version: appreciating the special beauty, the target 展馆的外观以金属板材建造富有韵律的造型 text readers expect some background ，配以蓝色为主色调，体现了钢之强硬和海 knowledge of these Chinese architectures. 之柔美。入口上方是展翅翱翔的中华龙鸟仿 However, just paraphrasing the terms 真模型。 concerning with the architectures is not B: Translated version: The pavilion’s enough to transmit them, because the blue metal exterior full of rhythm manifests background knowledge involving in the term the hardness of steel and the beauty of the cannot be comprehended by the target sea. Above the entrance is a Sinosauropteryx readers with only several words. Great model. efforts must be made to observe the rules Analysis: In example (12), the “中华龙鸟”, and norms related to the translation of these rendered as “Sinosauropteryx”, will names and to promote translation of definitely puzzle English readers. Therefore,

International Journal of English Language & Translation Studies (www.eltsjournal.org) ISSN:2308-5460 Volume: 09 Issue: 01 January-March, 2021 Page | 41

International Journal of English Language & Translation Studies (www.eltsjournal.org) ISSN:2308-5460 Volume: 09 Issue: 01 January-March, 2021 publicity texts to achieve the informative names and events in the source text. They function. can make the encoded cultural information 4.4 Improper Translation of Culture-loaded procurable. Therefore, the translator, in Words translating process, should take the target Generally speaking, there are many culture into careful consideration and do kinds of cultural differences between some alterations to make the translation Chinese and English, such as the differences more understandable. Therefore, it is better in thought patterns, beliefs, history, politics, to translated “越剧” into “Yueju—the customs, habits, religion, ethics, etc. Chinese opera” instead of “Yueju” alone. Translation signifies a careful comparison Suggested version: Yueju—the Chinese and deals with these differences. It is said opera “Lu You and Tang Wan” won the that cultural translation errors often result silver Tai Yang Shen Award at the 2nd from the inadequate decision in regard of International Intangible Cultural Heritage reproduction or adaptation of culture-loaded Festival hosted by the Ministry of Culture words. China, with over 5,000 years of and UNESCO. profound culture-deposit history, has a large 4.5 Misunderstanding of Cultural number of Chinese culture-loaded terms. Connotation Let’s see the following examples. In functional translation, the target (14) cultural conventions should be given A: Original version: priority. In the English website of 2010 国宝级名画《清明上河图》被艺术地再现于 Shanghai Expo, the author finds that a large 展厅中，传达中国古典城市的智慧。 number of cultural factors, familiar to B: Translated version: The famous Chinese readers, appear to be so confusing picture of “Riverside Scene at Qingming to the westerners due to the improper Festival” will also make its appearance in the translation. Some expressions are culturally China Pavilion to illustrate the charms of ancient Chinese cities. rooted and are regarded to be shared by Analysis: As translation promotes cultural people belonging to the same culture. exchange between different people and Therefore, it is translators’ responsibility to different countries, it is important to know compensate such cultural defaults. the role of culture so as to achieve the With the influence of different cultural expected purpose of C-E translation of backgrounds, Chinese and English have publicity texts. Here it may be better to great divergences in word meanings of connotation. Connotative meaning is the translate “清明” into “Qingming Festival— association in people’s mind. Owing to Chinese Easter” rather than Qingming or the different thinking modes and diverse cultural Pure Brightness Festival alone. Translating backgrounds between Chinese and English, by using cultural equivalent words means words with the same or similar conceptual the translator illustrates the historical names meaning might differ in connotative and events which abound heavily in Chinese meaning for different peoples. culture by figures familiar to target text (16) readers. By this way, readers, to some A: Original version: extent, may feel close to the unique names. 作为亚洲四小龙之一的香港，三层高的钢结 Suggested version: The famous picture of 构构造的展馆，凸显香港与世界各地的紧密 “Riverside Scene at Qingming Festival— 联系和无限潜能。 Chinese Easter” will also make its B: Translated version: As one of the appearance in the China Pavilion to illustrate four dragons of Asia, the three-story metallic the charms of ancient Chinese cities. structure features Hong Kong’s unique (15) connectivity with the mainland and world. A: Original version: Analysis: In the example (16), translator 越剧“陆游和唐婉”在由文化部和联合国教科 renders such Chinese phrases as 文组织合办的第二届国际非物质文化节上获 “亚洲四小龙” into “the four dragons of 得太阳神银奖。 Asia”. Superficially, they are grammatically B: Translated version: Yueju “Lu You correct, but they may result in and Tang Wan” won the silver Tai Yang Shen misunderstanding for target text readers Award at the 2nd International Intangible Cultural Heritage Festival hosted by the because in western society, “dragon” is a Ministry of Culture and UNESCO. symbol of evils. It is a cruel and violent Analysis: The similar substitutions in the monster, and should be exterminated. target text culture offer a framework for However, in ancient China, “龙” is a symbol understanding and appreciating the historical of emperor, and represents supreme power.

On C-E Mistranslation in Shanghai World Expo Official Website and Translation … Huijia SHEN

Even today, “龙” is regarded as a lucky inappropriate, or unidiomatic. Here are some animal, and Chinese people use “龙的传人” examples. to refer to themselves. (18) Suggested version: As one of the four tigers A: Original version: 天涯共此时则采用 of Asia, the three-story metallic structure “ ” features Hong Kong’s unique connectivity “三重时光”和公共艺术活动形式展示广东绿 with the mainland and world. 色生活的美好场景。 Other examples concerning B: Translated version: Brightening the connotative meanings between Chinese and Whole of Heaven shows Guangdong’s beautiful green life via 3D presentation, English are those of color terms, as shown in performances and shows. the following. Analysis: In example (18), “天涯共此时”is (17) A: Original version: from a famous verse 展馆分为“绿色生活”、“绿色城市”和“绿色神 “海上升明月，天涯共此时”, written by 话”三个展区，以高科技的展示手段和奇思妙 Zhang Juling, a Tang dynasty poet. There 想的创意演绎对绿色生活的追求，极具趣味 are several translation versions by different 性和现场感。 scholars, such as “The moon rises from the B: Translated version: The three sea level with her brightness shared by sections of Green Life, Green Cities and everything on earth”; “The bright moon is Green Myths interpret the pursuit of green coming out of the sea, we share the life through high-tech means and ingenious wonderful moment here and there”; “The thoughts. moon is climbing up above the sea. Analysis: In Chinese, “红色” indicates Although we are far from each other, we happiness, good luck and rejoicing; while share the same time”; “As the rising moon is the English word “red” involves the above the sea, all the universe shares the meaning of bloodshed, burning and same of its soft beam”; “Rising is the bright violence, indicating anger, being in debt, moon above the sea, arising harmonious evil and so on, such as “to see red” (very feeling and me”. The versions above haven’t angry); “in the red” (being in debt). So is the covered the whole cultural information the case of “绿色” and “green”. In Chinese, original allusion embodies. In the original “绿色” indicates the meaning of life and English version, the translator renders it as energy; while the word “green” has the “Brightening the Whole of Heaven”. This meaning of immaturity, jealousy and hatred word-to-word translation is not wrong but in English. Many examples can be found to inexact to some extent and with a wrong prove this, such as “green eyes” (jealous); connotation. The author of the source text “green table” (the table used for the tries to use “天涯共此时” to express a gambling); “green as grass” (inexperienced, meaning that people from here and there can naive, gullible). In the example (17), the share and enjoy the wonderful moment and translator uses three “green” to modify the the harmonious feeling. Therefore, it is life, cities and myths, which will have better for us to translate it into “the entire different connotative meanings in English. universe sharing the same feeling”. Therefore, it is a good way to use different Suggested version: The Entire Universe adjectives to modify life, cities and myths. Sharing the Same Feeling shows All these three words have the meaning of Guangdong’s beautiful green life via 3D “green”, indicating environment protection. presentation, performances and shows. In a word, in C-E translation practice, more (19) considerations should be given to the A: Original version: differences in connotative meanings 馆内有“智慧长廊”、“城市窗口”和 between Chinese words and the “齐鲁家园”三大展区，展示文化山东、魅力 corresponding English ones. 山东、好客山东以及山东人未来的城市生活 Suggested version: The three sections of ，进而表达“和而不同，我们的家园”的城市 Ecological Life, Low-carbon Cities and 内涵。 Energetic Myths interpret the pursuit of B: Translated version: The three green life through high-tech means and sections of “Wisdom Corridor”, “City ingenious thoughts. Window” and “Shandong Home” show Shandong’s culture, charm and hospitality Sometimes translators may use wrong and future city life and express the words, but more often the words they choose connotation of “Harmonious but Different, are not entirely wrong, but inexact, Our Home.”

International Journal of English Language & Translation Studies (www.eltsjournal.org) ISSN:2308-5460 Volume: 09 Issue: 01 January-March, 2021 Page | 43

International Journal of English Language & Translation Studies (www.eltsjournal.org) ISSN:2308-5460 Volume: 09 Issue: 01 January-March, 2021

Analysis: Some of the Chinese expressions B: Translated version: Among sections are difficult for foreigners to understand. named Nature, Future and Human Culture, Although foreigners may understand the the first two shows the local scenery and word meaning, they will feel strange when imagine the future cities - an “urban Shangri- reading those expressions rich in the La” featuring ecological protection, pleasant environment, energy recycling and Chinese culture. In many cases, we cannot sustainable development. find English equivalents for those Chinese Analysis: The term “都市桃花源” is from expressions. In example (19), “和而不同” is Tao Yuanming’s short but intriguing translated into “Harmonious but Different”. depiction of a land hidden from the outside It is a literal translation and the words they world called “桃花源记”. However, it has used are not wrong but unidiomatic, since been translated by different authors into six words with the same meaning might differ in different English versions. For example: Lin connotative meaning. In fact, this phrase is Yutang has translated it into “The Peach from Confucius’s “the Analects” from which Colony”; Roland C. Fang has translated it there is a famous saying into a narrative prose called “Peach-Blossom “君子和而不同；小人同而不和”, and the Springs” which is similar to A.R.Davis’s formal translation is “The superior man is “Peach-Blossom Source” and Xie Baikui’s affable, but not adulatory; the mean is “The Peach Blossom Source”; and Luo adulatory, but not affable.” Therefore, it is jingguo’s version is “A tale of the Fountain advised to translate it as “Being affable but of the Peach Blossom Spring”. Here not adulatory”. “桃花源” is translated into “Shangri-La”, Suggested version: The three sections of which is from Rick Davis and David "Wisdom Corridor," "City Window" and Steelman’s version “Peach Blossom "Shandong Home" show Shandong's culture, Shangri-la”. And the “Shangri-la” in charm and hospitality and future city life and express the connotation of “Being Affable Chinese means “香格里拉”, which no but not Adulatory, Our Home.” longer has original culture image. 4.6 Cultural Image Loss or Improper The Chinese character “桃花” has a Addition profound meaning in Chinese culture. Since Since all the cultures and languages ancient time, people have been using this are open, it is a natural phenomenon for character to stand for happiness, luck, them to change and decline. However, longevity, etc. In all, it is a lucky symbol. So culture image loss or improper addition in here“桃花源” means a peace and beautiful the process of translation would be regarded place where people would never have as a pity in the cross-cultural worried about their lives. However, it is hard communication. Mistranslation can lead to to find equivalent words in English to the cultural image loss in the translation express “桃花源” exactly, while maintaining process. The cognition domain and value the original culture image. Therefore, it is system of the target text readers may be better to use the original cultural image different from those of the source text “Peach-Blossom Spring” with detail notes to readers, which will cause misunderstandings retain the original culture image, which will of the source text and source culture. A be widely accepted by foreigners and more competent translator should possess understandable for appreciating the adequate knowledge about the source text, traditional Chinese image. source language, target culture and target Suggested version: Among sections named language. Lack of those would lead to the Nature, Future and Human Culture, the first misunderstanding of cross-cultural two shows the local scenery and imagine the communication. If a false translation of a future cities - an “urban Peach-Blossom cultural image is accepted by the target text Springs” featuring ecological protection, readers as the correct version, the lost pleasant environment, energy recycling and cultural images would barely be picked up. sustainable development. For example: “Urban Peach-Blossom Springs”: it is (20) a term from Tao Yuanming’s short but A: Original version: intriguing depiction of a land hidden from 展示分为“自然”区、“未来”区和“人文”区。“ the outside world called “桃花源记”. The 自然”区和“未来”区展示了湖南的自然风光， name “桃花源” has since become the 诠释了未来城市形态 —— standard Chinese term for “utopia”, a peace 生态环保、环境宜人、能源可循环利用、可持续发展的未来“都市桃花源”。

On C-E Mistranslation in Shanghai World Expo Official Website and Translation … Huijia SHEN

and beautiful place where people would It stands to reason that cultural images never have worries about life. reflect the essence of a culture. As a kind of Translators’ loss of the original culture cultural signs, they have relatively fixed images mainly results from their lack of the associations particularly to one certain source culture, while their improper addition culture. For source text readers, these of culture images is largely out of the deep- cultural images can signify rich cultural rooted impact brought about by the target connotation with rather brief words, but culture. See the following example: those target text readers often could not (21) appreciate those cultural images because of A: Original version: an absence of appropriate background 台湾馆的设计概念来自于“孔明灯”，凡重要 knowledge in the source culture. Therefore, 节庆皆会透过放孔明灯来祈求平安、幸福、 it is the translator’s responsibility to better 和平，因此台湾馆运用此设计理念来传达祈 translate Chinese cultural images properly in 福许愿与净化心灵的意涵． order to transmit the profound Chinese B: Translated version: Taiwan will culture. invite people to fly lanterns for good luck—a As a whole, culture influences the traditional island custom—and view its acceptability of translation in the target text, beautiful mountains and lakes at its pavilion. and also the approaches to be adopted in the Analysis: Here the traditional Chinese translation process. In cross-cultural culture image “孔明灯” is translated into translation, a translator is bound to meet “fly lanterns for good luck”, which makes with cultural clashes between his own the cultural connotation partially disappear. culture and the target culture. He needs to The improper addition of the cultural image decide whether to yield to the source culture “孔明灯” destroys the original meaning. or to the target culture. The decision to apply The Kongming Lantern is an airborne paper which principle or strategy is made lantern traditionally found in some Asian according to a lot of factors, such as the cultures. According to popular lore, the purpose of translation, the target text readers Kongming Lantern was the first hot air and the translator. balloon, said to be invented by the Chinese 5. Principles and Strategies for Solving sage and military strategist Zhuge Liang. In Translation Problems ancient China, Kongming lanterns were Based on the functionalist translation strategically used in wars. But later on, they theory, the Skopos rule is the most important were subsequently incorporated into rule in the translation process. Therefore, the festivals like the Chinese Mid-autumn and selection of translation strategies largely Lantern festival. In this translation, the depends on the Skopos of translation ancient flavor of classic Chinese culture actions. The main function of publicity texts image totally vanishes if it translated as “fly is to attract potential foreigners. Therefore, lanterns”, because this image is a typical the translated version should also suit this image in western culture. All in all, the purpose. Target readers of publicity texts are displacement of cultural images brings the English-speaking people as well as those absurd effects. The improper addition of who can understand and speak English. cultural images can hinder the spirit of the They read the publicity texts mainly to get source text. As a result, here the cultural information or decide whether to visit, buy image “孔明灯” is better to be translated it the product and make an investment or not. as “Kongming lanterns ” with the hyperlink Thus, the translated text should have to note. informative function. Generally speaking, Suggested version: Taiwan will invite translation begins with analyzing the target people to Kongming lanterns—a traditional text Skopos, that is, by realizing the intended island custom—and view its beautiful function of the translation. The next step is mountains and lakes at its pavilion. the analysis of the source text. Translators “Kongming Lantern”: is an airborne should select proper information, and decide paper lantern traditionally found in some which text elements of the source text Asian cultures. It was the first hot air should be reserved or adapted to the target balloon which said to be invented by the readers’ background knowledge and Chinese sage and military strategist Zhuge communicative purposes. Besides, the Liang. The lantern was used in wars at first, readers’ expectations and responses also later subsequently incorporated into festivals play an important role in judging the like the Chinese Mid-autumn and Lantern translation effect. Therefore, the translation festivals to pray for good luck. principles should be followed in the translation process.

International Journal of English Language & Translation Studies (www.eltsjournal.org) ISSN:2308-5460 Volume: 09 Issue: 01 January-March, 2021 Page | 45

International Journal of English Language & Translation Studies (www.eltsjournal.org) ISSN:2308-5460 Volume: 09 Issue: 01 January-March, 2021

5.1 Proper Information Selection C-E translation of publicity texts, translators On the basis of Skopostheorie, the should give his attention to over-decorative translation should be in accordance with the adjectives. In the above examples, if those purpose of the initiator; the intended four-character expressions were translated function of the target texts should serve the word by word, they would become a passage purpose of the initiator; whether adaptation with empty and decorative expressions. The of the source texts or not, is determined by English translation should break away from the purpose. Therefore, achieving the the paralleled structures and delete most of initiator’s purpose is the vital task of the those four-character expressions. overall translation action during the process However, every coin has two sides. C- of translating publicity texts. In order to E translation of publicity texts was no fulfill the purpose, translators should select exception. Since the translation method of proper and useful information. From the deletion is applied in some cases, definitely, above analysis, we can make the conclusion addition needs to be adopted in some other that proper information selection is an conditions. important principle to guide the translation Deletion is an effective way in C-E of publicity texts. translation of publicity texts for cutting off In the view of Vermeer, “the source some original messages. But omitting too text is no longer the first and foremost much information that seems to be important criterion for the translator’s decision; it is for target readers is also regarded as a just one of the various sources of translation error. Generally speaking, information used by the translator” (Nord, addition is a way by adding some necessary 2001: 25). A text used as a source in a information to make the meaning clear in translation may be counted as an offer of target text. The addition of words or information. Confronted with this offer, sentences must be related to the purpose of translators can choose the information from the text, enhancing the functions of the text. the source text for the given purpose, and Because in the English version of 2010 translate it into the target text language. Shanghai Expo’s official websites, there is Therefore, selecting proper information is some important original information absent the most basic element in publicity text in the translation. Thus, target text readers translation. To achieve this, passing on the may not fully appreciate the unique and useful and proper information during the profound Chinese history and culture. translation process is the first for a In the light of the above two kinds of successful translation. It is common that conditions, we try to use the “selective after the correct transfer of information, the translation” to solve this kind of translation readers’ responses to the source language error. “Selective translation” means text and target language text will almost be selecting the important information in source to the same degree. texts to be translated. As a translation By this principle, we mean the strategy, selective translation of the source information the translator intends to choose text is the selection of the useful contents. It from the source text should achieve the endows the translator with the right to purpose of the translation action. Thus, in decide which parts to translate within the translation process, a specific strategy as reasonable reasons. selective translation can be adopted When adopting the selective justifiably. Due to the dethronement of the translation strategy, selecting what and how source text, it can also be reasonably to select seems very important. Firstly the deduced that the translator not only can add translator needs to select the related information, but also delete some information that certain target readers want information in the source text for achieving to get from the source text, then delete a given purpose of translation. certain information that will waste readers’ 5.1.1 Selective Translation against Useless time, or add some important information to or Necessary Original Information present main ideas of the contents that the After comparing Chinese and English target text readers are interested in. publicity texts, we can easily find that 5.2 Target-reader Orientedness Chinese publicity texts usually cover a The emphasis on target readers is larger number of lyric expressions and derived from reader criticism, which comes paralleled structures to achieve a form and to develop in full bloom in the 1960s, when sound beauty. English publicity texts are readers and reading were gaining logic in structure and plain in form. During extraordinary awareness. Holz Mantanri

On C-E Mistranslation in Shanghai World Expo Official Website and Translation … Huijia SHEN

believes that the intended target text readers historic events and sites, which are difficult are the addressee of the translation and are for target text readers to understand if they thus a decisive factor in the production of are not familiar with Chinese history. So it is the target text (Mantanri, 1984, qtd. in Nord, the translator’s responsibility to change 2001: 22). background information into something Nord (1997) sees readers as “one of understandable and acceptable to target the most important factors determining the readers. It is extremely important to translate purpose of a translation”. Usually, target text publicity texts from a perspective of readers should be included explicitly or Skopostheorie, for the purpose of such implicitly in the commission by the translating is not to call for source text translator, in the light of its important role in readers to learn foreign culture, but to the evaluation of a translation. As every convey useful information to target text translation is directed at the intended readers. readers, it is essential to know their culture Since China and English-speaking specific word knowledge and their countries have a lot of differences in communicative needs for a translator to traditional and historical backgrounds, make his or her translation more coherent to translators often need to add some detailed target text readers. background information, such as names of Any translator of Chinese publicity persons, geological locations, historical texts must keep in mind who will be the anecdotes, calendar time of dynasties, or the target readers. Translators may hold the origins and functions of the objects. assumption that there are some prospective Therefore, the proposed principle to solve readers who are apt to read the Chinese this problem is to use amplification so as to publicity texts. They may be scholars realize the Skopos of translation. interested in academic exchange and 5.2.2 Culturally Equivalent Words against cooperated with Chinese government, or the Mistranslation of Cultural-loaded Words industrialists who are interested in Since China boasts a unique and cooperation with Chinese companies, or profound culture, these cultural factors foreign tourists who want to have a visit in might prevent readers from understanding China, or those who want to know more those special cultural-loaded words. The about present China’s development. Most of best way is to find culturally equivalent them have little knowledge of Chinese words from parallel texts. It is a translation language, culture and society. This fact calls method in which existing idiomatic words or for translators to render the target text by expressions in the target language culture giving relevant explanatory notes or replaces the ones in the source language additional background information. Besides, culture, which will make target readers the target text readers are different in value better understand the Chinese culture. concepts and customs with source text Huang (2014) called this method as “cultural readers. Therefore, translators should try substitution”. It usually means comparing their best to make the target text coincide our Chinese cultural images with the foreign with the cultural standard of target language ones. Therefore, target text readers can and to make it acceptable by target readers. appreciate and understand cultural-loaded Without full consideration of the target words based on their own, which can largely readers, the translation will undoubtedly fail narrow the cultural gap. More significantly, to achieve the purpose of publicity texts. foreign readers can comprehend cultural- Therefore, for the language and cultural loaded words more easily and differences between source text readers and correspondingly which will arouse their target text readers, flexible strategies have to interests in Chinese culture. Let’s see some be employed in the process of translation, examples: among which amplification, culturally 梁山伯与祝英台 Liang Shanbo and Zhu equivalent words, paraphrase and Yingtai—Oriental Romeo and Juliet transliteration with hyperlink are most 卢沟桥 Lugou Bridge—the Marco Polo commonly adopted. Bridge 5.2.1 Amplification against Ignoring 清明节 Qingming Festival—Chinese Easter Different Background Knowledge 西施 Xishi—Chinese Cleopatra Amplification here means the addition 苏堤（现为晚上情人幽会之地） of some relevant background knowledge so Sudi— as to make the translation easy to be Lovers’ lane understood by target text readers. Publicity By using culturally equivalent words texts in Chinese are often related with from parallel texts, the translator may

International Journal of English Language & Translation Studies (www.eltsjournal.org) ISSN:2308-5460 Volume: 09 Issue: 01 January-March, 2021 Page | 47

International Journal of English Language & Translation Studies (www.eltsjournal.org) ISSN:2308-5460 Volume: 09 Issue: 01 January-March, 2021 narrow the cultural gaps and bring the same literal translation. The previous approach to effect on the target text readers with handle cultural images is to analogize. The different cultures and communicative needs. adaptation of this method leads to the loss of 5.2.3 Paraphrase against Wrong Connotation the cultural color of source terms to some In some specific cases in C-E extent and target text readers may not translation of publicity texts, translators will appreciate the deep-rooted Chinese cultural do some creative work in order to get rid of images thoroughly. In this case, it is better to wrong connotations. This kind of translation use transliteration with hyperlink to give strategy is called paraphrasing. It means some explanatory notes to make up the lost interpreting the main conceptions of source cultural information. By using the hyperlink, language in translation. Regardless of what we can avoid the wordiness in the target source texts you choose to translate, texts. “faithfulness” is the basic principle in 5.3 A Summary of the Proposed Translation translation. When translators do the Strategies translation according to the principle of As we all know that the C-E faithfulness, he can paraphrase the source translation of publicity texts is not a matter text by breaking the barriers between of semantic equivalence. Therefore, in the meanings and cultures. In this case, the process of translation, translators should translator should make English version seize the intention of the source text to logical in accordance with the English mode flexibly employ corresponding translation of thinking. Professor Deng Yanchang and strategies in line with the expected purposes Liu Runqing commented in the preface of and functions. Language and Culture, “we are prone to use On the whole, this chapter mainly Chinese discussion to solve Chinese deals with principles and strategies of the C- problems and use English discussion to E translation of publicity texts. In fact, solve English problems; meanwhile, the though lots of strategies can also be meanings of English are different from those employed to the C-E translation of publicity Chinese ones. Hence, some parts of C-E texts, the above five are the most appropriate translation in this book are just paraphrasing for us to use in the translation. Hopefully the of Chinese” (Deng & Liu, 1999:37). It application of these strategies will contribute inspires some translators who study C-E to effective C-E translation of publicity translation to use paraphrase to deal with the texts. wrong cultural connotations 6. Conclusion 5.2.4 Transliteration with Hyperlink to Keep With China’s more frequent cultural Culture Images exchanges with other countries and an Transliteration is usually adopted in increasing number of business connections rendering proper names, unique things of a with other countries, the translation of certain nationality with strong national publicity texts from Chinese into English is features and without equivalent terms in the becoming an important communication target language. The names of cultural media between two sides. Nowadays, many images are the first-stepping-in-mind translators often do their jobs without information transmitted by publicity texts. keeping translation purposes and target And the way to translate these images is so readers in their mind. There exist numerous particular that principles and skills discussed translation errors. The realization of the text before are controversial. On the basis of the Skopos and text function of publicity texts is official documents publicized by the State still a big problem. Council of China in 1978 and approved by Probing into “China Joint Provincial the United Nations in 1979, sometimes Pavilions” in Shanghai Expo’s official pinyin can be employed to spell names of websites and comparing the Chinese version cultural images in international affairs. with the English version for a careful It is known to all that each culture has analysis, the author finds most of them are its own cultural images. It is necessary to seemingly well translated, but full of errors introduce Chinese cultural images to target in fact. In viewing of the problems found, text readers in the C-E translation of the author tries to find a way out. Mainly publicity texts. Guo (2006) indicates that it under the guidance of Skopostheorie, the is usually difficult for those words with rich author proposes a set of applicable Chinese culture to find equivalents in principles for C-E translation of publicity English; therefore, target readers may have texts. They are: (1) proper information some problems in understanding the rigid selection; (2) target-reader orientedness. To

On C-E Mistranslation in Shanghai World Expo Official Website and Translation … Huijia SHEN

realize the communicative nature in the Pinkham, J. (2003). The translator’s guide publicity texts, and the expectations of target to chinglish [M]. Beijing: Foreign text readers, such translation strategies as Language Teaching and Research selective translation, amplification, Press. paraphrase, culturally equivalent words from Newmark, P. (1991). A textbook of parallel texts as additional information and translation [M]. Shanghai: Shanghai transliteration with hyperlink have been Foreign Language Education Press. enumerated by the author to avoid those Vermeer, H. J. (1989). ‘Skopos and translation errors. The author also brings commission in translation acttion’, in forward many examples which are choicely Chesterman(ed), Article specially selected and analyzed to prove the feasibility written for the volume, outlining two of these strategies. central concepts in the theory of As we all know, a qualified translation translational action: the ‘skopos’ and of publicity texts greatly helps publicize the commission or translation or China to the outside world and remove translation brief. target reader’s misunderstanding. Hopefully, Deng, Y. and Liu, R. (1999). Contrast the translation errors found out by the between Chinese and English author, and the strategies put forward in this Language and Culture [M]. Beijing: thesis would provide something valuable for Foreign Language Teaching and C-E translation of publicity texts. Moreover, Research Press. the results of the author’s study are tentative Guo, J. (2006). Culture and Translation and these strategies need to be tested and [M]. Beijing: China Translation modified in further translation practice. Corporation. Hence, these strategies can only be treated Huang, Y. (2014). Adhere to the Principle of as suggestions rather than absolute rules for Three Closeness in Publicity translators to follow. What matters is that Translation [J].Chinese Translators the translator should always take target Journal. readers into consideration and completely realize the purpose of his/her translation when employing different strategies in C-E translation of publicity texts. Only after distinguishing the translation purpose, can a translator accomplish the task more effectively.

References Baker, M. (2004). Routledge encyclopedia of translation studies [Z]. London and New York: Routledge. Gentler, E. (2004). Contemporary translation theories [M]. London and New York: Routledge. Munday, J. (2001). Introducing translation studies: Theories and applications [M]. London and New York: Routledge. Nord, C. (1991). Text analysis in translator training [M]. Amsterdam & Philadelphia: Benjamins. Nord, C. (2001). Translating as a purposeful activity, functionalist approaches explained [M]. Shanghai Foreign Language Education Press. Nord, C. (2006). Text analysis in translation: Theory, methodology, and didactic application of a model for translation-oriented text analysis (second edition) [M]. Beijing: Foreign Language Teaching and Research Press.

International Journal of English Language & Translation Studies (www.eltsjournal.org) ISSN:2308-5460 Volume: 09 Issue: 01 January-March, 2021 Page | 49