外宣翻译中式英语现状分析及翻译策略

PAGE中国最大的论文知识平台浙江科技学院学士学位论文摘要本文首先结合中国外宣工作实际，探讨了当代外宣翻译的重大作用；然后以传统翻译理论及翻译策略为基点，通过文献综述法，案例分析法及论证法对外宣翻译资料中的中式英语现象进行阐述，分析出中式英语存在于外宣翻译工作中的缘由以及因此产生的不利影响；最后根据中译英翻译理论及翻译策略，总结出适合解决政策性外宣翻译以及企业外宣翻译中出现中式英语问题的翻译策略。关键词：外宣翻译；政策性外宣翻译；企业；研究；中式英语ABSTRACTThispaperfirstexploresthesignificanceofexternalpublicityinthemodernChina,attachingimportancetothetranslationqualityofpublicitymaterials.Itthenpointsoutproblemsintheexistingtranslationsofpublicitymaterials,elaboratesthethecommonphenomenonofchinglishintranslationsofeconomicliteratureofenterprisesandpoliticaldocumentsintermsofitsdefinition,currentsituation,causes,forms,anditsnegativeeffectonthequalityoftranslationsofpublicitymaterialsaswellasontheresultsofexternalpublicity.ItfinallydiscussestranslationstrategiesforreducingandenvadingchinglishintranslatingpublicitymaterialsbasedontraditionalC-Etranslationtheoriesandmethods.Keywords：study;research;chinglishContents1.Introduction12.Thesignificanceofexternalpublicity22.1Thedefinitionofexternalpublicity22.2Classificationofpublicitymaterials…………..……32.3Featuresofpublicitymaterials33.Thecurrentsituationoftranslationsofexternalpublicity53.1Thetranslationsofexternalpublicity53.2Problemsintranslationsofpublicitymaterials…………54.Chinglishintranslationsofexternalpublicityandtranslationstrategies……………...74.1ThedefinitionofChinglish74.2Chinglishintranslationsofpublicitymaterials……74.3ThecauseofChinglish……….…………..84.4TheeffectofChinglishintranslationsofexternalpublicity……………..94.5StrategiesfortranslatingPublicitymaterials………….94.5.1Connectingliteraltranslationwithparaphrase………104.5.2Additionanddeletion…………………..…104.5.3Dialecticalutilizationondomesticationandalienation……………115.Conclusion………………12Acknowledgement…………….………...…..13References14

IntroductionSincethepolicyofreformandopeningupwasadoptedovertwodecadesago,China'sinternationalcommunicationactivitieshavebeengrowing.Externalpublicity,avitalpartofinternationalcommunication,hasbeenattachedimportancetotheinternationalcommunication.WiththeimprovementoftheEnglisheducationinChina,thetranslationqualityofpublicitymaterialshasbeenenhanced.However,problemsarisewhensometextsthoughgrammaticallycorrect,areculturallyincorrectorunintelligible,especiallythecommonphenomenonofChinglishintranslationsofpublicitymaterials.ChinglishwasadistortedEnglishandwouldbegraduallyreducedoreradicatedalongwiththewideuseofEnglishandChineseEnglishlearners’constantexaminationoftheEnglishusedbythemselves.[1]TheauthorofthispaperagreesthatChinglishexertsnegativeinfluenceonthequalityoftranslationsofpublicitymaterialsaswellastheeffectofexternalpublicity,thereforeitneedsimprovement.ThispaperstudiesChinglishinChinese-Englishtranslationbydiscussingitsdefinition,causesandsolutionswithalargenumberofexamples.Thispaperwillfirstdiscussthesenseofexternalpublicity,thenthecurrentsituationoftranslationsofpublicitymaterials,finally，thephenomenonofChinglishintranslationsofpublicitymaterialsanditstranslationstrategies.2．ThesenseofexternalpublicityExternalpublicity,akindofcross-culturalcommunicationbehavior,istotransmithercultureinforeignlanguages,whichreferstoatranslationbutisnotconfinedtothetranslation.InChina,externalpublicityjustmeanstotransmittheChinesecultureinforeignlanguage.SinceEnglishisthemajorlanguage,theEnglishculturalenvironmentisthemaintargettoresearch.However,thetraditionalideaofexternalpublicity,theoutdatedsystemandmechanismofourexternalpublicity,thelackoftheresearchofourexternalpublicity,thespecialexternalpublicityobject,thecomplicatedinternationalstateandtheseverecompetitionofinternationaltransmissionmediaarethemainfactorsthatimpacttheactualeffectofourexternalpublicity.ThedefinitionofexternalpublicityInChinese,thephrase“duiwaixuanchuan(对外宣传)”referstocommunicationwithforeignersandpublicityofChinatotherestoftheworld.“宣传”meansexplainingasituationtothemassofpeopleanddisseminatingtruthamongthem[2].Itisaneutralwordwithoutanynegativeconnotations.Thedefinitionofexternalpublicitycontainstwo-levelofmeaning,thatisbroadmeaningandnarrowmeaning.Inthebroadspeaking,itmeanstopublicizeoutsidetheownarea.Inthenarrowspeaking,itmeanstocarryoutpublicityactivitiestowardsforeigncountriesandforeignareas.Tobespecific,itisakindofactivitytopublicizeandspreadtheChineseinformation,theChineseunderstandings,viewsaswellasstandpointofinternationalevents.Itisaspecialandexternal-orientedinternationalcommunication;inthemeanwhile,itisapoliticalandcross-culturalwork.Becauseitcharacterizedbynotonlythemediatopublicizenews,knowledgeaswellasinformation,etc.,butalsothemethodtochangeorimpactthevalues,viewsaswellasattitudesofthepublic.InADictionaryofChinesePressNeologismswithEnglishTranslation,“对外宣传”istranslatedas“internationalcommunication;publicizingChinaoverseas”.Forthesakeofconvenience,thepresentthesiswilladopttheterm“publicitytargetedatforeignaudiences”for“对外宣传”,and“publicitymaterials”for“对外宣传材料”[3].ClassificationofpublicitymaterialsInabroadsense,thetranslationofpublicitymaterials,asacross-culturalactivity,includesallChinese-Englishtranslationinthefieldsofforeignaffairs,culturalexchanges,businessandtrade,scienceandtechnology,etc.Butthepresentpaperwillmainlydiscussthetranslationofpublicitymaterialsinanarrowsense.Itparticularlyreferstothetranslationofpoliticaldocumentsandeconomicliteratureofenterprises.Thesematerialsmostlyprovidenon-specializedinformationtothegeneralaudienceandpublicizeChinatoforeigners.DuanLiancheng[4]distinguishesbetweentwokindsofpublicitymaterials,thatis,ordinarymaterialsandformalmaterials.Inhisopinion,ordinarypublicitymaterialsreferstomaterialstopromoteforeigners’understandingofChina,includingmaterialsonpolitics,economy,society,culture,history,people’slife,scenicspotsandhistoricsitesintheformsofreportsinnewspapers,magazinesorbooks,brochures,leafletsorevenfreetalkswithforeigners.ThetargetreadersofsuchmaterialsareordinaryforeignersoroverseasChinesewhodonotspeakChinese.Moreformalmaterialsrefertoofficialdocuments,formaltalksandworksofhighrankingofficials,diplomatictalksandeconomicandtradecontracts,legalinstrumentsaswellasscientificandtechnologicalexchanges.FeaturesofpublicitymaterialsFirst,publicitycoversawiderangeoffield,suchaspolitics,economy,culture,socialdevelopment,tourism,tomentiononlyafew.Publicitymaterialstendtobefilledwithpoliticalslogans,jargonsorexpressionswithChinesecharacteristics,allofwhichareespeciallycommoninpoliticalwritingsandgovernmentpublications.Withtheimplementationofthereformandopening-uppolicy,manynewpolicieshavebeenintroducedandmanynewphenomenahavepoppedup,bringingwiththemalotofexpressionsthatwereunheardofbeforetobothChineseandforeignreaders.Namesofthepoliciesorprojectswithnumeralsforsuccinctnessconstitutesomeofthebiggestchallengesfortranslators.Forexample:“豆腐渣”工程“jerrybuilt”（偷工减料建成的，质量低劣的犹如“豆腐渣”般的建筑工程，其中的“豆腐渣”正好与英语中的“jerrybuilt”构成对应词），“三高农业”（高产量、高效益、高技术农业）“threehighs”agriculture(highyield,highqualityandhighefficiencyagriculture)，“三个代表”“threerepresentatives”(中国共产党始终代表中国先进生产力的发展要求、中国先进文化的前进方向、中国最广大人民的根本利益）Second,publicitymaterialsinChinesetendtocontainalotofpompouswords,modifiersandfloweryexpressionsthatneed"slimming"intheEnglishversion.Forexample:中华大地，江河纵横;华夏文化，源远流长……轻快的龙舟如银河流星，瑰丽的彩船似海市蜃楼，两岸那金碧辉煌的彩楼连成一片水晶宫，是仙境?是梦境?仰视彩鸽翩飞，低眸漂灯流霓，焰火怒放，火树银花，灯舞回旋，千姿百态，气垫船腾起一江春朝，射击手点破满天彩球，跳伞健儿绽空中花蕾，抢鸭勇士谱水上凯歌……啊，XX城是不夜城，龙舟会是群英会。(节选自某市举办国际龙舟会的宣传资料)ThedivinelandofChinahasitsriversflowingacross,thebrilliantcultureofChinahasitsrootstracingbacklong……Thelight-somedragon-boatsappearontheriverasthoughthestarstwinkleintheMilkyWay.Therichlydecoratedpleasureboatslooklikeasceneofmirage.Thesplendidawningsingreenandgoldchainturnedintoapalaceofcrystal.Isthisafairly-landorameredream?Lookingabove,youcanseethebeautifuldovesflyingabout.Lookingbelow,youcanseethesailinglampsglittering.Crackingarethefirework,whichpresentyouapictureoffierytreesandsilverflowers.Circlingarethelantern-dancers,whopresentyouavariationofexquisitemanner.Overtherethemotor-boatsareplowingthewater,thustidesirsup.Overthere,themarksmenareshootingtotheirtargets,thuscolorfulbeadswhirlaround.Besides,thebird’schirping,thepottedlandscape’scharm,theexhibitionofartsandpainting,allclaimastrongappealtoyou.Therefore,weshouldsay:XXisacityofnolight;it’sDragon-boatFestivalagatheringofheroes.Asshownbytheaboveexample,theshortChineseparagraphcontainsseveralfour-charactercompounds,depictingamagnificentviewfortheChinesereader.Thetranslatormusthavemadegreateffortstopresenttherenderingwhichretainsalmostalltheoriginalcontentsaswellasrhetoricalforms,buthe/shedoesnottakeintoconsiderationtheaudience’sacceptability.Forthetargetreaderwhoattachesgreatimportancetobrevity,theEnglishtextisfullofhyperbole.Itisimpossibleforsuchaversiontoproducethesameemotionalappealtotheforeignaudience.Third,publicitymaterialsaremeantforforeignersandoverseasChinesewhodonotknowChinesebutareinterestedinChina.Forthisreason,translatorshavetotaketheirsocialandculturalbackgroundsintoconsiderationinthetranslationprocess.Morethananyothertypesoftranslation,C-Etranslationofpublicitymaterialsshouldbetarget-oriented.3．ThecurrentsituationoftranslationsofexternalpublicitymaterialsSincetheimplementationofthereformandopening-uppolicyaswellastheentrytotheWTO,theneedforChinatocommunicatewiththeoutsideworldisbecominggreaterandmoreurgent.IntheprocessofmakingChinaknowntotheoutsideworld,Chinese-English(hereafterreferredtoas"C-E")translationofpublicitymaterialsplaysanirreplaceablerole.ThepasttwodecadessawunprecedentedflourishingoftranslationbetweenChineseandforeignlanguagesineveryfield.Thoughthenumberofbothformalandinformalpublicationsinforeignlanguagesinthewholecountryishardtocalculate,onethingiscertain,thatis,itisincreasingeachyear.Unexaggeratedly,almosteverythingaboutChinaisputintosomeforeignlanguage,especiallyEnglish,facilitatingforeigners'understandingofChina.ThetranslationofexternalpublicityInthecontextofculturalglobalization,translationofexternalpublicityissimplynottheprocessoftransferringthelanguageofthepublicitymaterials.Actually,itistheprocessof“adjustment”and“selection”withthecenterofthe“translator”.Translationsofexternalpublicityshouldbetargetedandtimeliness.TranslatorsshouldactivelyintroducetheexcellenttranslationsofChineseculturetotherestoftheworld;enablingpeopleallaroundtheworldmakeknowledgeofChina,comprehensively,timelyandaccurately.Thepurposeoftranslationofpublicitymaterialsistopromotemutualunderstanding,friendshipandcooperationbetweenChinaandtheoutsideworld.Therefore,whetheratranslatedtextisgoodorbaddoesnotonlyconcernthereputationofthetranslatorhimself,butalsothereputationandinterestofthewholecountry.ProblemsintranslationsofexternalpublicityThelastfewdecadeshavewitnessedgreatprosperityinthepublicationofforeignpublicitymaterial,andthegreatattentionhasbeenpaidtoitstranslation.However,intheseabundantEnglishversionsofforeignpublicitymaterials,therearestillvarioustranslationproblems.First,sometranslatorsliketocopyandtranslatemechanicallywithouttrulyunderstandingthesentencesinChinese,thatis,pragmaticfailures.Inpractice,theoccurrenceofpragmaticfailuresislargelyduetothetranslator'sneglectofthedifferencesbetweenEnglishandChineseinlanguageandculture.Andthetranslationfailstobereceiver-oriented,whichresultsindeadtranslationormechanicaltranslationforpursuingfaithfulnessorequivalencetotheoriginaltext.Consequently,thetranslationversiondoesnotfitforeignaudience'sculturalpsychologyandreadinghabit[5].Second,confusedsentencestructurescanoftenbeseen.Therearevariousaspectsofsentencestructure,suchasnoneplague,pronounsandantecedents,theplacementofphrasesandclauses,danglingmodifiers,parallelstructure,andlogicalconnectives.Third,translatorsignoretheculturalbackgroundsofdifferentcountries.Forexample:“以钢铁企业为龙头”(withthesteelandironindustryasthedragonhead).InChina,“dragon”isanauspiciousanimal,yetinthewesternworld,itismonsterwithbadimplications.Therefore,thesentenceshouldbetranslatedas“withthesteelandironindustryasthelocative”.However,thispaperadvocatesthatmostcommonphenomenonandmostproblemsintranslationsofpublicitymaterials,infact,belongtoChinglish,whichwillbediscussedinthelatterofthisthesis.ChinglishintranslationsofexternalpublicityandtranslationstrategiesWiththereformandopening-upofChinaandeconomicglobalization,Chinesepeoplearecommunicatingwithothercountriesmorefrequently.English,asaworldwidelanguage,hasbecomeourmaintooltofulfillinternationalcommunication,andtranslationhasbecomeanecessarymethod.However,aphenomenonexistscommonlyinChinese-Englishtranslation,thatis,Chinglish.Chinglishhasalreadyexistedbeforeliberation,evensinceChinesebegantostudyanduseEnglish.Intheearly1980s,someforeignexpertspointedoutthatsomephrasesorstructuresinsomepublishedChinesemagazinesandnewspapersdidnotconformtoStandardEnglishactually.BecauseitmanifestsChinesefeature,theycalledthiskindofEnglish“Chinglish”(ChineseEnglish)[6].4.1ThedefinitionofChinglishChinglish,similarto“PidginEnglish”,isdefinedcomprehensivelybyJoanPinkhamwhoisanAmericanlanguageexpertinherbookTheTranslator’sGuidetoChinglish:“Chinglish,ofcourse,isthatmisshapen,hybridlanguagethatisneitherEnglishnorChinesebutthatmightbedescribedas‘EnglishwithChinesecharacteristics’”[7].ItdoesnotconformtoStandardEnglishandcannotbeunderstoodoracceptedbyEnglishnativespeakers.Tosomestrictextents,ChinglishistheInterlanguageofChineselearnersbetweenChineseandEnglish.ProposedbyS.PitCorderandLarrySelinker,theconceptofInterlanguagewasestablishedaslearners’independentsystemofthesecondlanguagewhichisneitherthenativelanguagenorthesecondlanguage,butacontinuumorapproximationfromhisnativelanguagetothetargetlanguage[8].4.2ChinglishintranslationsofpublicitymaterialsChinglishisoneofthemajorfactorsadverselyaffectingthequalityoftranslationofpublicitymaterials.Thekeytoimprovethequalityoftranslationsofpublicitymaterialsistoavoidtheuseof“Chinglish”expressions,whichiscausedtheinfluenceofthesourcelanguage—Chinese.TherearethreedomainsofChinglishintranslatingofpublicitymaterials.[9]Thefirstoneiscollocation.AsaresultoftheinfluenceofChinese,unacceptableorimprobablecollocationsoftenappearinC-Etranslations.CollocationisabigprobleminC-Etranslation.PeterNewmarkoncesaid，“He[onewhowritesorspeaksinaforeignlanguage]willbe‘caught’outeverytime，notbyhisgrammarwhichisprobablysuspiciously‘better’thananeducatednative’s，notbyhisvocabularywhichmaywellbewider,butbyhisunacceptableorimprobablecollocations.”[10]Thesecondoneispersonification.PersonificationisoftenusedinChinese,butunacceptableinEnglishinmostcases.Thethirdoneistheuseofmodifiers.Generallyspeaking,therearemoremodifiersinChinesethaninEnglish.ItisnotalwaysnecessarytotranslatethemallintoEnglish,foroveruseofmodifiersappearstobepretentiousandaffectedandwillweakentheexpectedeffect.ErnestGowersremindspeopletobewareoftheoveruseoftheadjectiveswhenwritingEnglish.Expressionslike“thetruefacts”(真正的事实在于),“anacutecrisis”（危机关头），“agraveemergency”（非常紧急的时刻），“activeconsideration”（积极考虑）andothersconveynomoremeaningthantheplainexpressionsof“acrisis”,“anemergency”and“consideration”.[11]Furthermore,thispaperadvocatesChinglishisalsothemostseriousproblemintranslatingofeconomicliteratureofenterprise.PengJingarguedthatalotoftranslatorsalwaystranslatebyjuststickingtooriginalwordsandstructures,asaresult,agreatamountoftranslationsnotuptostandard,especiallythephenomenaofChinglish,appears.ThemostseriouslyproblemappearswhenitcomestotranslatethenewwordswithChinesecharacteristics,fortheycannotbefindouttheircorrecttranslationsintheEnglishdictionaries,suchasthetypicalChinglish“fistproduct”（拳头产品）,whichshouldbetranslatedasknockoutproduct，hard-punchproduct，coreproduct，productwithacompetitiveedgeormarket-penetratingproduct.[12]4.3ThecauseofChinglishTherearenumerousreasonsthatwillleadtoChinglishintranslationsofpublicitymaterials,forexample,lotsofnewwordsappearinChinaandtheycannotbefoundinChinese-Englishdictionaries,ChineseandEnglishthoughtpatternsandculturearedifferent,ChinesehavefewchancestoknowidiomaticEnglish,ChinesepeoplearemoreproficientinChinesethaninEnglish,whentranslating,ChinesepeopledonotadoptthestructureofEnglishbutChinese,lastbutnotleast,lackofvocabularymayalsocauseChinglish.ZhuangYichuanstatedthatthereweretworeasonsofChinglish.Onewasmisunderstandingoftheoriginal,andtheotherwasbeingnotfamiliarwithEnglishcharacteristicsandadoptingChinesecollocationsandstructures[13].ThispaperlistedmajorreasonsforChinglishintranslations.First,lotsofnewwords,especiallynewwordswithChinesecharacteristics,appearinChinaandhavenocorrespondingwordsinEnglish.Second,thoughtpatternsdifferencesbetweeneasternandwesternworlds,includingdifferenceofemphasisonsubjectorobject,differenceofthinkingangles,differenceofemphasisonprocessorresultanddifferenceofordersofdirectionandtime.Third,mothertongue’sinterference.Becausetranslatorsnaturallyusethestructuresoftheirmothertongue(Chinese)thatarefixedanddeepintheirmindbutnotconsistentwiththestructureofEnglish,Chinesewords,phrasesorsentencesmaybetranslatedintoEnglishinawrongway.Fourth,higherrequirementsonbeingconsistentwiththeoriginalmaterialsbecausepoliticaldocumentsconcerningguidingprinciplesaswellasbasicpolicies.Fifth,uniquefeaturesofstructuresandexpressionsinpoliticaldocuments.TheeffectofChinglishintranslationsofexternalpublicityThephenomenonofChinglishappearsintranslationsofpublicitymaterialsinahighfrequencybecausetranslatorsjustrigidlysticktooriginalwords,andtheirtranslationsturnouttobeobscureandnotconsistentwithEnglishhabitsorrulesbutwithChinesecharacteristics.Consequently,thisissueexertsanegativeeffectonthequalityoftranslationsofpublicitymaterials,eithereconomicliteratureofenterprisesorpoliticaldocuments,worsestill,Chinglishalsoseriouslyaffectsourcommunicationwiththeworldandtheinternationalstatusofourcountry.StrategiestothetranslatingofpublicitymaterialsChinglishisthemisshapenandhybridEnglishandcannotbeunderstoodoracceptedbyEnglishnativespeakers,whenusedintranslatingofpublicitymaterials,itseriouslyaffectsthequalityofexternalpublicity.Inordertoavoidsuchnegativeinfluence,scholarsdedicatedinfindingsolutionstothisissuefromdifferentareasandangles,likeXuMianjun,ZhongXingxiang,andXuMinhuiandDongHua.ThispapertriestodeveloppracticaltranslationstrategiesforreducingandevadingChinglishintranslatingpublicitymaterialsaccordingtoC-Etranslationtheoriesandmethods.4.5.1ConnectingliteraltranslationwithparaphraseTheapplicationofliteraltranslationandparaphraseisalwaysacontroversialissue.Intheprocessoftranslation,translatorsinevitablytendtousingliteraltranslationorparaphrase.Whiletranslatingpublicitymaterials,whenshouldweuseliteraltranslationandwhencanweuseparaphrase?Theauthoradvocatesthatatthepremiseofensuringtheaccuracyoftheoriginalmeaning,translatorsshoulduseliteraltranslation.However,whenliteraltranslationcannotbeunderstoodoracceptedbythereader,translatorsshouldgetoutoftherestrictionsoftheoriginalformanduseparaphrase.Forexample:1.“两个开放”shouldnotbesimplytranslatedliterally,instead,itshouldbetranslatedas“anopenpolicyintwoaspects,namelytoopenupbothexternallyandinternally”soastoexpresstheessenceofthisphrase.2.Whiletranslating“三个代表”,translatorsshouldconnectliteraltranslationwithparaphrase,andexplainthespecificrequirementsof“threerepresenting”.TakeaparagraphinShanghaiDailyforexample[14].DuringhisinspectiontourofJiangsu,ZhejiangandShanghai,PresidentJiangZeminpointedoutthattheCommunistPartyofChinashouldalwaysrepresentthedevelopmentrequirementsofChina’sadvancedproductiveforces,theorientationofChina’advancedcultureandthefundamentalinterestsofthegreatmajorityoftheChinesepeople—whichconstitutethe“three-representing”principle.AdditionanddeletionSincesomecommunicationfailuresarecausedduetoinadequateaddingofsomenecessaryinformationtoChinesehistory,geographicalterms,lifestyle,nationalcustoms,thebackgroundofgreatfiguresandparticularinstitutions.Hence,additionisthesolutiontothiskindofcommunicationfailure.JustasthefamoussayingofBayardTayor,“Thereisnomathematicswithoutplusorminus,whichholdsgoodfortranslation.”,therefore,translatorsshouldaddnecessarywordsorexplanationsinordertoenhancetheeffectofpublicity.Forexample:教育部要求全国中小学做好减负工作。TheMinistryofEducationcalledonprimaryandmiddleschoolsacrossthecountrytolightentheburdenonthestudents.Inthisexample,“减负”means“减轻学生的负担”,sotranslatorsshouldadd“onthestudents”tocompletetheoriginalmeaning.Tautologymeanstheuseoftoomanywordsorrepetitiontoexpressthesameidea.ThissortofduplicationisapparentlyacceptableinChinese.Itmayevenbenecessarytoavoidambiguity,toreinforcemeaning,toprovidebalanceandsymmetry,orjusttosatisfytheear.However,duetodifferentwaysofthinking,thetautologicalexpressionisthoughttobeillogicalinwesternculture.InthemindsofEnglishreaders,thiskindofChineseexpressionmeansthatthesamethingissaidagainandagainindifferentwayswithoutmakingthemeaningclearerormoreforceful.Therefore,translatorsshouldlookoutforunnecessaryrepetition.ThetautologicalwordsareleftoutintheEnglishversionsinthefollowingexamples.[5]12)全体员工精诚团结，上下一心。Actually“精诚团结”and“上下一心”meanthesamething,hence,example12shouldbetranslatedinto:Allthestaffuniteinabsolutesincerity.13)上有政策，下有对策;有令不行，有禁不止。“有政策”and“有令”referto"ordersorpolicies",while“有对策”and“禁不止”meansthedefyingactionsofthepeople.Therefore,thewholesentencecanberenderedinto:Disobeyordersanddefyprohibitions.DialecticalutilizationondomesticationandalienationItisinsightfulandsignificanttoprobeintotheapplicationofdomesticationandalienationintranslatingexternalpublicitymaterials[15].TheformercanreachbettercommunicativeeffectbyadaptingtothedemandofTLreadersandareattheriskofcultureloss.Asacontrast,alienationisentitledtoincomparableadvantagesinculturalcommunication,anditcanevenenrichanddeveloplanguages;howeverversionsproducedthroughthestrategyofalienationareusuallyobscureandhardtounderstand,whichTLreadersoftenflinchtoread.BothofthetwostrategiesareindispensableintranslationofpublicitymaterialsintoEnglish.InordertoreduceandevenevadeChinglishintranslationsofpublicitymaterials,alienationshouldprevailatthewordlevel,esp,intranslatingChina-specificandculture-loadedwordsandexpressions.Incontrast,domesticatingtranslationshouldplayamajorroleatthesentenceandtextlevelsinordertoensurecommunicationeffect.5．ConclusionTheabovediscussionofChinglishintranslationsofexternalpublicityisbynomeanscomprehensivebutitcanserveasasummeryofthecurrentphenomenonofChinglishinexternalpublicity.ThethreestrategiesforreducingandevadingChinglishintranslatingpublicitymaterialsmaybenotenoughtoaddressthisproblem,buttheauthorexpecttheyareconducivetoimprovethequalityoftranslationsofpublicitymaterials.ThepurposeofthispaperistohelptranslatorstohaveaclearercognitionofChinglishandavoiditintranslationofpublicitymaterialsasmuchaspossible,furthertoenhancetheeffectofexternalpublicity.

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