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efault in the translation of publicity texts, and corresponding compensation strategies, in the hopes of providing a new perspective for the translation of exhibition publicity texts based on the theoretical framework of cultural schema. 

Chapter Two Literature Review

2.1 Previous Studies on Cultural Schema in Translation

The concept of schema came from philosophy. A wide number of linguists and psychologists applied the concept of schema to foreign language learning and translation research until the 1970s. Bartlett (1932), a British psychologist, coined the term schema. It is the information framework generated by the long-term accumulation of knowledge and experience in the human brain, specifically the storing of acquired knowledge and experience.

2.1.1 Studies on Cultural Schema in Translation outside China

Cultural schema is a branch of schema theory. Rumelhart (1980) defined cultural schema as the general knowledge about culture shared by people in cultural groups. Cultural schema, according to Yule (1996), is pre-existing knowledge structures based on experience in a particular culture. The theme of culture and translation has always been studied. In the book Translation and Translating: Theory and Practice, Bell (1991) emphasized the role of schema in cognition and introduced schema into translation studies. Western scholars regard cultural schema as a sub-category of schema and discuss it as a whole.

For different research purposes, different scholars have defined schema and used their own terms from different angles. Minsky (1975) uses frame, and script by Schank and Abelson (1977). The above definitions or terms have their own features, but they all contain the same view. That is, schema, as a cognitive structure existing in people’s mind after abstracting and summarized background knowledge, is very important for understanding and communication. Hunzaker and Valentino (2019) proposed a method for modeling concept network representations of shared cultural schema.

2.2 Previous Studies on Exhibition and Publicity Translation

According to the viewpoint of modern exhibition, the so-called exhibition refers to “staying in a specific space and time, gathering many people and carrying out communication activities around a specific theme” (Yu Hua, Zhu Liwen, 2005). Therefore, in a broad sense, exhibition includes not only two basic forms of conferences and expositions, but also large-scale festival activities such as sports games.  Exhibition translation is an instrumental study based on the systematization and diversification of exhibition theory (Teng Chao, 2012). Through the retrieval of theses in recent years, it is found that the domestic research on the exhibition industry mainly focused on the specific urban exhibition industry, the general research on China’s exhibition industry and the interpretation reports of relevant exhibitions. However, few theses analyze the translation of exhibition publicity as a whole. 

2.2.1 Studies on Exhibition and Publicity Translation outside China

Publicity translation is a general term, which refers to the practice of translating publicity texts. Newmark (2005) believes that publicity translation belongs to communicative translation. He argued in Approaches to Translation that communicative translation a本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。