Imbalance between Schema and Dynamic Equivalence: An Analysis of the C-E Translation of Profile of Air China
DOI:
https://doi.org/10.5281/zenodo.6634864Keywords:
schema theory, dynamic equivalence theory, C-E translation of Chinese airline profiles, Air China (CA)Abstract
Schema is a concept from cognitive poetics, a complete information system composed of correlative knowledge. Dynamic equivalence theory proposed by Eugene A. Nida is a precise translation theory centered on reader’s reception. This paper synthesizes schema theory with theories in dynamic equivalence, based on which the author constructs a framework for analyzing the translation process of the profile of Air China (CA), revealing some existing problems and appealing for the specific strategies for the translation of CA’s profile. This paper concludes that in the C-E translation of CA, there exist imbalances between the schemata and dynamic equivalences, namely from the perspectives of language, content and culture. It is hoped that some constructive attention and promising improvement are generated for CA’s English profile or even for other enterprises’ profiles.
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