Study on Translation Strategies of International Publicity Texts from the Perspective of Skopos Theory

Abstract

Against the backdrop of China’s high-quality international cooperation in political coordination, economic and trade exchanges, and cultural mutual learning, international publicity text translation, a core cross-cultural communication medium, has gained prominent strategic value. However, practical translation problems persist, making it urgent to explore optimized translation strategies.

This study first clarifies the three major characteristics and classification of international publicity texts and elaborates on the three core principles of Skopos Theory. Centered on case analysis, it explores the specific application of domestication and foreignization strategies. Foreignization preserves the original cultural traits and discourse logic via zero translation, transliteration, literal translation and word-for-word translation. Domestication, by adopting free translation, imitation, variation and recreation, adapts to target readers’ cognitive habits, thereby enhancing communication effects or mitigating semantic negative tendencies.

This study provides theoretical basis and practical reference for improving translation quality and international communication effectiveness, and offers practical guidance for constructing a Chinese characteristic foreign discourse system.