“一带一路”倡议背景下基于文化适应的企业外宣翻译探析——以走进非洲的企业为例

Analysis of the Translation of Corporate Publicity Based on Cultural Adaptation in the Context of the Belt and Road Initiative——with Cases of Chinese Enterprises in Africa

中国企业积极响应国家的"一带一路"倡议,不断深化与沿线国家的经济文化合作与交流,其外宣翻译不能仅停留在文字转换层面,要具备文化适应意识,将原文转化为目标受众能够理解、能够接受的语言,从而实现交际的目的。文章以文化适应作为角度,研究文化淡化、转化、美化、同化等策略在进入非洲企业外宣翻译中的运用,探索文化适应对企业外宣翻译的指导意义。

Chinese enterprises actively respond to the Belt and Road Initiative and continue to deepen economic and cultural exchanges with countries along the route.The translation of publicity should not only stay at the level of text conversion,but also have the awareness of cultural adaptation to transform the original text into a language that the target audience can understand and accept,so as to achieve the purpose of communication.From the perspective of cultural adaptation,it explores the guiding significance of cultural adaptation in corporate publicity translation,with the analyses of corporate publicity translation of some Chinese enterprises in Africa with strategies of cultural assimilation,cultural desalination,cultural transformation and cultural beautification.