Abstract

The global economic integration today has become an irresistible trend all over the world and more and more enterprises are increasingly joining in it. To improve the influence all around the world, besides making efforts to improve the products’ quality, enterprises are trying to devise ingenious methods in publicity. And it is of particular importance to translate the cultural image and information precisely and effectively into the international world. However, so many problems appear in the process of such kind of translation. Upon this, the paper analyzes the feature, the present situation and problems in the c-e translation of enterprises’ publicity materials, based on Chinese translator Yan Fu’s three criteria, i.e. “Faithfulness”, “Expressiveness”, and “Elegance”, the translation theory of culture represented by Susan Bassnett and Nida’s dynamic equivalency of translation, it studies the equivalency of cultural message in translation with the purpose of better serving for the future practice.

     Key words: enterprises’ publicity; c-e translation; equivalence of cultural message

Contents

Abstract

摘要

1 Introduction-1

2 Literature review-2

2.1 Early researches on c-e translation of enterprises’ publicity materials-2

2.2 Perspectives on related translation theories-3

3 Translation of enterprises’ publicity materials-6

3.1 The definition and features-6

3.2 The current challenges and problems-7

4 Cultural equivalence in c-e translation of enterprises’ publicity materials-10

4.1 The overview of the concept “translation equivalence”-10

4.2 Cultural equivalence of translation-10

4.3 Cultural common features and the possibility of equivalency in c-e translation of corporate publicity materials-11

4.4 Cultural difference and the relativity of equivalency in c-e translation of corporate publicity materials-11

5 Tentative ways for better c-e translation of enterprises’ publicity materials from the perspective of cultural equivalence-12

5.1 Literal translation-12

5.2 Free translation-13

5.3 Transliteration-14

5.4 Summary-14

6 Conclusion-14

References-16