目的論指導下的企業外宣資料英譯

英語論文編號:YY484  論文字數:5565.頁數:19

Contents

1．Introduction 1
2. The Development of Functionalist Approach and Skopostheorie 2
2.1 The Process of Functionalist Approach Development 2
2.2 Skopostheorie 2
3. Typical Problems in the Corporate Promotional Publicity Translation 3
3.1 Chinglish 3
3.2 Overlength 4
3.3 Lack of Cultural Element 4
3.4 Improper Expression 5
4. Principles for Corporate Publicity Translation 5
with Skopostheorie 5
4.1 Principle of Skopos Rule 5
4.2 Principle of Intratextul Coherence Rule 7
4.3 Principle of Fidelity Rule 8
5．Conclusion 10
Acknowledgements 12
References 13

摘    要
 在全球化高度發展地背景下，中國的對外貿易取得了很大的進步，對外貿易量很大。就長遠來說，中國改革開放的30年，不算是一段很長的時間。而且由于北京奧運會的成功申辦，將會有更多外商來華投資。本文認為標準地道的企業對外宣傳在這些貿易活動中顯得尤為重要。首先好的對外宣傳資料的翻譯能夠為企業樹立良好的企業形象，從而吸引更多投資者。其次，在當今激烈的市場競爭中，它能提升企業的競爭力。鑒于企業外宣資料是一種特殊的文本形式，它有著自身的特點，而這些特點又是由企業活動者的目的決定的。國內企業想借助企業自身良好的企業形象來達到促銷產品和推廣服務的目的, 從而刺激人們的消費欲望。所以一系列的促銷活動都以這個宗旨為根本。明白這一點，我們在翻譯時應該圍繞這一點。本文結合中國企業的外宣資料的特點——功利性，應用德國功能理論的目的論的核心觀點——目的原則、連貫原則、忠誠原則，針對企業外宣翻譯時存在的問題，如，中式英語，冗長，文化因素缺失以及表達不當等，提出相應的翻譯策略和方法，如省譯，增譯，改譯。 企業外宣的翻譯方法皆無固定，但須以企業的目的為核心，來采取不同的方法和策略，能夠達到預期的效果皆為好方法。

 關鍵詞：企業外宣翻譯；目的論；翻譯策略

ABSTRACT
 Under the background of highly- developing globalization, China has made a big stride in foreign trade and has had a large amount of economic interaction with investors abroad. In the long run, the three decades for Chinese opening and reform is not a long period. However, with success of Beijing Olympic Games, China has attracted more attention from the foreigners. Thus, more and more foreigners will flock into China, carrying out many business activities. The author thinks that a well translated corporation publicity materials can help the company establish a good image open to the public, which in turn can bring more people into Chinese market. Also, it can strengthen Chinese companies’ competitiveness in the fierce international market. The corporate promotional publicity is, in general, considered as a special text type with its own features which are determined by the purposes corporate activities. These companies want to promote their products or services based on a good company image, and then stimulate people’s desire of purchase. So the ultimate objective is to benefit most from their promotional activities. Understanding this point, we should revolve around it while we do the translation. In this thesis, according to the company’s attribute——profit-orientation, the author supply a new theory——Skopostheorie to the translation of corporation promotional publicity. Based on the main problems of the corporate promotional publicity translation, such as Chinglish, overlength, lack the cultural element and improper expression, the author will propose corresponding translation strategies, like, addition, omission and adaptation,etc.
 Of course, all these ways of corporation material translation are not still. All those strategies spinning around the company’s ultimate purpose are reasonable and hold water.
   
Keywords：corporate promotional publicity translation; Skopostheorie; strategies of translation