Journal of Chaohu University ›› 2022, Vol. 24 ›› Issue (6): 137-142.doi: 10.12152/j.issn.1672-2868.2022.06.016

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Layered Interpretation of International Publicity Translation from the Perspective of Lotman's Cultural Semiotics

TANG Ling-ling:1.School of Foreign Languages, Chaohu University;2.School of Arts and Literary, Shinawatra University   

  1. 1. School of Foreign Languages, Chaohu University, Chaohu Anhui 238024; 2. School of Arts and Literary, Shinawatra University, Bangkok Thailand 10700
  • Received:2022-03-06 Online:2022-11-25 Published:2023-03-02

Abstract: As the mouthpiece of "telling Chinese stories" and "spreading Chinese voice", international publicity translation is an important bridge of connecting countries with cultural exchanges. Its cultural vitality comes from the translation between different symbols and codes. However, the current research rarely delves into the cultural connotation and significance of publicity translation from the perspective of semiotics. By analyzing the affinity logic between Lotman's cultural semiotics and international publicity translation, the implications of cultural symbols in international publicity translation are deeply described with the theories of "text", "dialogue" and "semiosphere" in Lotman's Cultural Semiotics. The paper makes a layered interpretation of international publicity translation from the four aspects of "meta-language" cognition, "text" implication, "dialogue" interpretation and "chemical" extension, in order to verify the methodological guiding role of Lotman's cultural semiotics in international publicity translation and support the view that Lotman's cultural semiotics is universal in the studies of international publicity translation, so as to further expand the research field of international publicity translation, to enrich the connotation of translation research, and to provide theoretical guidance for the national strategy of "going global" of Chinese culture.

Key words: international publicity translation, cultural semiotics, Lotman

CLC Number: 

  • H315.9