To Explore the Translation Strategies of External Publicity from the Perspective of Cross-cultural Pragmatics

Abstract

In the context of globalization, cross-cultural communication has become an important form of communication and cooperation between countries. As a bridge of cross-cultural communication, the quality of external publicity translation directly affects the accuracy of information transmission and the effect of cultural communication. Cross-cultural pragmatics research points out that there are significant differences in language use and communication habits in different cultural backgrounds, especially in publicity translation. Therefore, how to effectively apply cross-cultural pragmatics and adjust translation strategies in the process of translation has become a key issue in the practice of external publicity translation. The purpose of this study is to explore the strategies to be adopted in the translation of external publicity from the perspective of cross-cultural pragmatics. By analyzing the specific application of cultural adaptation, contextual sensitivity, communicative intention and politeness strategies, this paper reveals the effect of these strategies in practical translation.