论企业宣传资料英译中的功能性重组法

Application of Restructuring in English Translation of Corporate Promotional Materials

企业宣传资料英译的目的是为了树立企业的良好形象,提高产品知名度。然而由于中英文在行文方式上的差异,以"忠实"、"对等"为原则的传统翻译理论已无法解决企业宣传资料英译中存在的瓶颈。功能翻译理论从新的角度界定翻译,打破了传统等值观的束缚,将译文的预期目的置于首位,同时强调译者在翻译过程中的主体性作用,对企业宣传资料的英译有积极的指导意义。通过比较中英企业宣传资料的功能和特点,在目的论的视角下提出逻辑形式重组和内容重构的具体翻译方法,从而为企业外宣资料的英译提供借鉴,达到最大的宣传效益。

Corporate promotional materials aim at projecting the company image and promoting the products and services.Due to the differences existing in expression between Chinese and English,traditional translation theories highlighting faithfulness to source text fail to solve the problems in C-E translation of corporate promotional materials.Breaking from the traditional translation notion of ＂equivalence＂,German Scopos theory emphasizes that realizing the intended purpose of the target text should be the ultimate goal of the whole translation process,that is,the end justifies the means.This paper,with Skopostheorie as its theoretical framework,explores the translation strategies for corporate promotional materials and argues that the skills of form and content reconstructing are effective in achieving the intended function of the target text.