Abstract

     With China’s economic boom, it is necessary for Chinese Corporations to promote its position and its competition power in the world market, and corporate promotional materials act as an important role in this competition. Many Chinese companies have their English version of corporate promotional material translated from the Chinese version. And Chinese companies often put forward something like slogans to express their goal, mission, and companies’ core value, etc. Such slogans often have symmetrical structures, and many consist of four character structures which are paratactic. It is difficult to translate them well. This thesis collect some sentences in the corporations’ profile from the website that contain such structures, and the author, based on E.Nida’s functional equivalent theory, comment on the translation of these example, and tries some revisions. The author concludes foure main problems that is wrong diction, word to word translation, missing the subaudition of the original text and unbalanced structure, also the author mentions the proper method to avoid such problems and improve the translation of such slogans.

Key words: Corporate promotional materials; Slogans; Functional equivalent theory; Translation

摘 要

随着中国的经济的发展，中国企业必须要提升自己在世界市场的竞争力。企业外宣资料在这场竞争中起着很重要的作用。近年来，企业外宣资料的翻译已有很大的进步，但是中式口号的翻译还不尽人意，存在着不少问题。中国企业喜欢在企业介绍中用一些口号式的句子来表达公司的目标，使命和核心价值观等等来吸引读者，加深读者对该公司的印象。这些口号通常是一些具有相似结构的短语词组构成，通常是四字短语通过意合的形式连接成句，往往很难翻译成功。本论文从中国公司网站上收集了一些口号式的句子，作者基于奈达的功能对等理论，对这些句子加以分析评论并加以修改。作者总结出四大主要问题，包括用词错误，逐字翻译，遗失原文的深层意义和结构不平衡。针对这些问题本文作者提出一些避免这些问题的方法来提高外宣资料中口号的翻译质量。

关键词:企业外宣资料  口号  功能对等  翻译

1. Introduction

With China’s economic boom, it becomes more and more important for Chinese corporations to promote their market strategy and go global. While entering the international market, companies should guarantee their competitive power and Corporate Promotional Materials play a crucial role in publicizing the companies themselves, enhancing their popularity and expanding market. English promotional materials have been a must for every company who wants enter the international market.
To let readers have a good understanding, the author prefers to explain what Corporate Promotional Material is. Chen Xiaowei puts the Chinese phrase “企业外宣资料” into Corporate Promotional Material in her book New Coursebook on Pragmatic Translation, she also remarks that “corporation promotional material covers the printed advertisement, corporate introduction as well as product instruction, et al”.