摘要

近年来中国经济增长迅猛，中华文化走出去这一战略促进了中华老字号的对外传播，但中华老字号在翻译中存在逐字逐句翻译，不按照其他国家的文化背景翻译等问题，导致中华老字号对外输出效果不甚明显。文章从顺应论的角度分析中华老字号对外宣传翻译的研究，使中华老字号的翻译从语言以及文化达到顺应。

关键词：中华老字号，企业外宣，顺应论

Table of Contents

Abstract I

摘要 II

Introduction 1

1.Verschueren’s Adaptation theory and its Application in translation 1

1.1A Review of Verschueren’s Adaptation Theory 2

1.2Application of Adaptation Theory in Translation 4

2. An Overview of “China Time-Honored Brand” Corporate Promotional Profiles 5

2.1Problems in the Brand Name 6

2.2Problem in the Profile 8

2.3 Successful cases of foreign brands introducing into China 9

3. “Adaptations” in the Translation of “China Time-Honored Brand” Corporate Promotional Profiles in Light of Adaptation Theory 11

3.1 Adaptation at the Level of Language Structure 11

3.2 Adaptation at the Level of Culture Expression 12

Conclusion 13

References 14