Books' physiognomic appeal and the overseas dissemination of Chinese dianji (classics): A focus on the Library of Chinese Classics

This article investigates the potential impact of translation covers on the acceptance of Chinese dianji (classics) in the target markets, with a particular focus on facilitating them to truly "go out" of China by capturing their prospective readers' attention through an analysis of an exemplar of the Library of Chinese Classics (LCC). The research commences with a brief introduction to dianji and their outward translation activities, highlighting the challenges they face in terms of global dissemination, and emphasizing the significant role played by book covers in enhancing the appeal of translated classics. Subsequently, it proposes a framework to examine the appeal of translation covers based on three basic functions they serve, followed by a comparative analysis of the respective cover appeals of two editions of the same dianji translation. This analysis intends to elucidate the underlying "physiognomic" reasons for the unsatisfactory reception of the LCC series, substantiated by empirical evidence from a small-scale semi-structured survey. Finally, it concludes by advocating for leveraging paratextual resources related to the translated dianji on the covers to promote their wider acceptance.