平行文本在企业外宣翻译中的应用

Application of Parallel to Corporate Publicity Translation

在全球经济一体化的当今时代,中国各大企业奉行"走出去"的发展战略,积极开拓海外市场,不断提高企业的国际竞争力。各大企业的外宣翻译更是展示中国企业形象的平台,是吸引海外消费者、扩大企业对外交流与合作、提升企业国际影响力的重要组成部分。但当前的企业外宣翻译研究,要么是对外宣翻译的原则和要求进行阐述,要么是从微观词句层面对技巧和策略进行探讨,缺少从宏观到微观对语篇的全面关注。因此该研究运用功能语篇分析理论,从外宣文本的宏观内容结构出发,再到微观具体的语言表达方式,以浙江省地区企业简介及其外宣英译文为语料,结合外宣资料自身特点,以及中英宣传资料语言风格,行文结构的不同,对企业外宣翻译进行研究,提出切实可行的翻译策略,指导外宣翻译实践。

In the era of economic globalization, solid steps are taken in implementing the'go global'strategy by Chinese enterprises, which actively explore overseas markets and continually improve the international competitiveness. Corporate publicity translation, as the image of Chinese enterprises, plays an important role in attracting foreign customers, expanding exchange and cooperation with foreign enterprises, and improving corporation’s international influence. However, the current studies on corporate publicity translation, either to explain the translation principles and requirements or to explore the skills and strategies from the micro- textual perspective, are quite limited. Therefore, this paper, using corporate publicity materials in Zhejiang Province as an example, approaches corporate publicity translation from the perspective of functional discourse analysis. Based on a comparison of the macro-content structure and micro-linguistic expression of Chinese corporate publicity texts with its English parallel texts, some practical translation strategies are put forward to guide the corporate publicity translation.