摘 要
在全球化高度发展地背景下，中国的对外贸易取得了很大的进步，对外贸易量很大。就长远来说，中国改革开放的30年，不算是一段很长的时间。而且由于北京奥运会的成功申办，将会有更多外商来华投资。本文认为标准地道的企业对外宣传在这些贸易活动中显得尤为重要。首先好的对外宣传资料的翻译能够为企业树立良好的企业形象，从而吸引更多投资者。其次，在当今激烈的市场竞争中，它能提升企业的竞争力。鉴于企业外宣资料是一种特殊的文本形式，它有着自身的特点，而这些特点又是由企业活动者的目的决定的。国内企业想借助企业自身良好的企业形象来达到促销产品和推广服务的目的, 从而刺激人们的消费欲望。所以一系列的促销活动都以这个宗旨为根本。明白这一点，我们在翻译时应该围绕这一点。本文结合中国企业的外宣资料的特点——功利性，应用德国功能理论的目的论的核心观点——目的原则、连贯原则、忠诚原则，针对企业外宣翻译时存在的问题，如，中式英语，冗长，文化因素缺失以及表达不当等，提出相应的翻译策略和方法，如省译，增译，改译。 企业外宣的翻译方法皆无固定，但须以企业的目的为核心，来采取不同的方法和策略，能够达到预期的效果皆为好方法。
关键词：企业外宣翻译；目的论；翻译策略
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
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
