谈企业外宣材料汉英翻译中的文化等值_英语论文

A Study on the Equivalence of Cultural in the C-E Translation of Enterprises’ Publicity Materials

摘要

当今世界，经济全球一体化正以锐不可当之势席卷全球，越来越多的企业日益成为这个大家庭中的一员。而为使自己更具影响力，除了努力提高产品质量外，这些企业在宣传方面也各出奇招。在这一过程中，如何更有效且更准确地打响自己的国际品牌亦显得尤为重要。然而目前企业在对外宣传方面仍然问题迭出。本文试图以中国翻译学派严复的“信”，“达”，“雅”翻译三标准，国外以巴斯内特等代表的“文化翻译学派”以及奈达的翻译对等理论等为基础，分析企业外宣材料汉语英译的特点，现状以及存在的问题，研究企业外宣材料中的文化等值现象，进而使其反过来更好地服务于企业外宣翻译。

关键词：企业外宣材料；汉语英译；文化等值

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