Translating on Purpose: Domestication in English Translations of Chinese Publicity Materials

English translations of Chinese publicity materials play an important role in introducing China to the outside world and in helping foreigners know more and better about the country. Since the implementation of the Reform and Opening-up Policy in China four decades ago, great progress has been recorded in translating Chinese publicity materials into English. However, poor translations still exist, such as those with linguistic errors, cultural inappropriateness, missing of information, inconsistency in the use of proper names, etc. These problematic translations exert a negative impact on China’s international image and the cross-cultural communication and exchange between China and the outside world. Under such circumstances, the present study proposes the application of domestication in translating Chinese publicity materials into English from the perspective of Skopos theory. Through illustrations with specific examples, three types of domestication are identified, namely, domestication of culturally-loaded words, domestication of syntactic structures and domestication of rhetorical devices.