传播学观照下的企业外宣翻译

C-E Translation of Enterprises' Global Communications from the Perspective of Communication Studies

该文以传播学的视角观照企业的外宣翻译,厘清翻译与传播的关联,企业外宣可以看作是有意识有目的的信息传播,为其服务的翻译工作(该文主要阐述中译英)在跨语言跨文化的特殊传播环境中,必须时刻以海外客户的阅读习惯、心理接受能力为导向,采用恰当的翻译策略和手段,调适译文以符合企业形象、宣传主旨,为异国文化所接纳,发挥有效的宣传效果。

This paper delivers a perspective of communication studies on the Chinese-English translation for enterprises’global communications. Taken as a special kind of communications in bilingual and bi-cultural background and environment, the C-E translation of global communications have to effectively serve the enterprises’going-global businesses which are designed with specific purposes and motivations. It requires commissioning the translated texts or other means of communications to be adaptive to make known or upgrade the enterprises’images and intentions. This paper expounds the reasons, processes, methods, results and effects of C-E translation of enterprises’global communications, which are always guided by respecting the overseas readers’ habits, culture and psychological acceptability.