评价意义视角下的企业外宣语翻译

The C-E Translation of the Materials for International Publicity under the Evaluation Theory

本文从评价理论出发比较了中外企业外宣语在态度、介入及其态度次系统的情感、判断和欣赏方面的异同,得出这两个文化群体有不同的价值观。中文态度夸张、张显规模及盈利能力、声音雷同,英文客观平实、突出社会责任和产品、有不同声音介入。从而为外宣语的汉译英实现功能对等和建立译文"认同"提供一些方案。

Based on the evaluation theory, the paper compares the materials of international publicity of Chinese enterprises and those of foreign enterprises in terms of attitude, feelings, judges, appreciation and engagement, and concludes that the two cultures embody different values： Chinese is characterized by its exaggeration, size, ability to profit, and monotonous tone while English is featured by its plain and objective language, focus on the social responsibility, praise on products and different voices. The comparison sheds some light on how to achieve the functional equivalence and the cultural identification in the translation from Chinese to English.