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ims to bring the effect as close as feasible to the reader. Such texts require greater attention to the text’s authenticity and the language’s exterior reality during the translation process. Its purpose is to call on the recipient to act, to think, to feel and to respond. Therefore, the understanding and reflection of the recipient must be valued in the translation process. Above all, literal translation is thought to be the most effective method of semantic and communicative translation. 

Chapter Three Theoretical Framework ............................ 16

3.1 Schema Theory and Cultural Schema Theory ............................. 16

3.2 Working Mechanism of Cultural Schema ............................... 18

Chapter Four Analysis of Cultural Default in Publicity Translation................... 25

4.1 Cultural Default in Language Schema ........................... 25

4.2 Cultural Default in Content Schema ...................... 28

Chapter Five Compensation Strategies of Cultural Default ......................... 35

5.1 Strategies to Adjusting Old Cultural Schema ............................... 35

5.1.1 Amplification .................................. 36

5.1.2 Free Translation ................................... 40

Chapter Five Compensation Strategies of Cultural Default

5.1 Strategies to Adjusting Old Cultural Schema

Cultural schema is a frame of knowledge about culture in the brain, which has both cultural and national characteristics. In other words, the same thing will produce different cultural schemata among different nations, which is the reason for the cultural default. Subsequently, it caused misunderstanding between both sides of cultural exchange. Therefore, it is very necessary to adjust the cultural schema existed in the mind during the translation of exhibition publicity texts. The thesis introduces three translation strategies: amplification, free translation and replacement, so as to adjust the readers’ relevant cultural schema, to better understand the text content, as well as to achieve the goal of disseminating information and culture.

The following examples will show how to adjust the reader’s old schema through the amplification strategy to help the reader better understand the meaning of the source language. 

Chapter Six Conclusion

6.1 Findings

To begin with, due to linguistic and cultural variations, different countries may view the same item differently during cross-cultural communication. When there is a conflict between the source language cultural schema and the target language cultural schema, different nationalities will interpret the same thing according to their different cognitive habits, resulting in inconsistent expression and misunderstanding or even completely opposite situation. The thesis analyzes the default of language, content and communication cultural schema, and examines the default phenomenon of cultural schema in the translation of exhibition publicity texts and the reasons for default from the perspective of cultural schema, w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。