关键词: 《周易》英译:受众偏好: 受众接受, 受众期待:传播策略

Abstract:

 As a prominent Chinese classic, The Book of Changes ( also known as Yi Ching) holds an im-mense cultural significance that can contribute greatly to the promotion of Chinese cultural classics worldwide. Through an in-depth analysis of questionnaire survey results, the English translations of The Bookof Changes are perceived to be comprehensive and accessible. However, partially translated content posesissues in terms of quality, and comprehension among the target audience needs to be enhanced. Underthe current status, there exist opportunities to improve both the translation quality and the translatorsquality. Additionally,enhancing communication channels and understanding the needs of the audiencecan further improve its reach and impact.

Key words:  English translation of The Book of Changes, audience preference, audience acceptance, audience expectation； communication strategy