“认同”与企业简介的汉英翻译

企业简介是企业招商引资、对外宣传的呼唤型文本。企业简介英译文本作为促进经贸往来的重要资料，要直接面对西方受众。企业能否实现其预期目标，很大程度上取决于宣传内容和手段是否为西方受众所认同。本文将从“认同”说的角度探讨企业简介的汉英翻译，从理论和实践两方面说明如何在企业简介汉英翻译中建立认同，以实现对外宣传、获得最终认同。

Corporate profiles are vocative pragmatic texts whose purpose is to publicize the company and attract investment. For a Chinese corporation, the English profile is key to success in the international market. A well-written corporate profile will enable west- erners to identify partners with high recognition with the company, its corporate philosophy and lay a solid base for future business relationship. This paper attempts to analyze the C-E translation of corporate profiles from the perspective of identification and illus-trate the ways to establish such identification in the translation.