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
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