目的论关照下恒大外宣材料英译策略研究

随着世界经济全球化进程的加快,越来越多的中国企业参与到激烈的国际竞争当中。企业外宣材料对企业的产品销售和业务拓展起到了越来越重要的作用。恒大集团是以民生地产为基础,文化旅游、健康养生为两翼,新能源汽车为龙头的世界500强企业集团,因此,恒大集团外宣材料的英译研究具有极大的价值和意义。文章根据德国功能目的论翻译理论阐述恒大企业外宣材料的内容和功能,并以恒大集团简介为例,结合目的论三原则剖析恒大集团简介英译采用的翻译策略,指出译者应根据翻译目的和译文的预期功能而采取恰当的翻译方法,强调企业外宣材料英译应顺应目的语读者的语言常规,符合目的语社会的文化常规。

With the acceleration of the globalization of the world economy,more and more Chinese enterprises participate in the fierce international competition.Corporate publicity materials have played an increasingly important role in product sales and business development.Evergrande Group is a Fortune 500 enterprise group based on People’s livelihood Real Estate,with cultural tourism and health care as two wings,and new energy vehicles as the leader.Therefore,the English translation research of Evergrande Group’s publicity materials is of great value and significance.Based on the German skopos theory,this paper expounds the contents and functions of Evergrande’s publicity materials,analyzes the translation strategies adopted by Evergrande group in the English translation of the introduction,points out that translators should adopt appropriate translation methods according to the translation purpose and the expected function of the translation,and emphasizes that the English translation of enterprise publicity materials should conform to the language conventions of the target language readers and the cultural conventions of the target language society.