Research on Chinese-English Translation of Enterprise Publicity Materials from the Perspective of Adaptation Theory

As the process of economic globalization continues to advance,China has undergone earth-shaking changes.High-quality products and promotional materials are crucial for Chinese companies to go global and build their brands.The English translation of external promotional materials is crucial.However,some companies do not pay enough attention to their publicity,resulting in a low international status.This paper analyzes the Chinese-English translation of enterprise external publicity materials from the perspective of adaptation theory,thereby exploring the translation strategies adopted under the guidance of adaptation theory,hoping to provide some references for related translation practices in the future.

Translation of Brand Names Based on Adaptation Theory

This paper,from the perspective of Verschueren’s adaptation theory,explores how a translator should adapt to the properties of products,different language customs,and consumers’psychology during the translation of brand names.First,a gen eral introduction is made on adaptation theory.Then,the application of adaptation theory in brand name translation is illustrated.Finally it is found that adaptation theory is very helpful for the translation of brand names.

A Study on German Translation Strategies of Culture-Loaded Words in Documentary Hexi Corridor(Expert)by Adaptation Theory

This paper deals with the translation strategies of Chinese Culture-Loaded Words from the perspective of adaptation theory.It is based on the translation text of the sixth episode“Silk Road”and the seventh episode“Dunhuang”of the documentary Hexi Corridor.Many words with Chinese cultural connotations appear in the subtitles of this documentary.This paper will be divided into four parts.The first part and the second part deal with the basic theories,i.e.,definition of Chinese Culture-Loaded Words and of adaptation theory.The original text is analysed in the third part.This part deals with the background and specifics of the language of the documentary film Hexi Corridor.The fourth part deals with the difficulties encountered by the author in translation practice and the corresponding solutions adopted by the author.The translation difficulties are solved by five translation methods,namely transliteration,loan translation,substitution,interpretation,and adaptation.

Chinese Translation Strategies of Japanese Mental Cultural Vocabulary from the Perspective of Adaptation Theory

Mental cultural vocabulary is a type of cultural vocabulary.This kind of vocabulary is a valuable carrier of the spiritual material culture of a nation or a country.The translation of these words can directly reflect the differences between different cultures,which plays an important role in cross-cultural communication.The translation strategies in dealing with mental cultural vocabulary translation is emphasized as it is a difficulty faced in translation practice.Based on the adaptation theory,this study analyzes the examples and translation from the perspective of dynamic adaptation as well as explains the adaptation at all levels in translation practice.

生态翻译学视域中的学术文本翻译——以Handbook of Social Justice in Education(节选)汉译为例

以Handbook of Social Justice in Education部分章节的翻译为例,从生态翻译学的角度,结合学术类文本的一般特点,具体阐释了该理论指导下的翻译实践过程。整个翻译实践秉承适应选择的原则,遵循三维转换,即语言维,交际维,文化维三方面适应性转换的方法,以译者为中心,通过多维度适应与适应性选择,将原文生态移植到译文生态,实现两个文本生态的平衡与和谐,从而产出实现文本交际功能的译文。

Research on the Strategic Model for the Translation of Taoist Classics Based on Adaptation Theory

The core view of the adaptation theory is that language has a systematic propagation law,and language translation should be unfolded and extended according to the basic structure of the system.This paper has conducted an in-depth study on the translation of classics of the Taoist culture,with the purpose of improving the accuracy of the translation strategy.This paper also focuses on adaptation theory and taking the continuation and adaptation process of discourse as the core of the research,and conducts the construction analysis on the strategic model.The content of this paper is predicted to offer some simple translation reference ideas for professional translators who are dedicated to the direction of classics.

A Study of English Film Title Translation ---From the Perspective of Adaptation Theory

As the exchange between Chinese and Western cultures gets increasingly frequent, the English films have already become an indispensable kind of cultural ＂product＂ in Chinese people＇s lives. In the pursuit of box office today, a good English film title translation can not only attract more attention, but also become an important standard to judge a film＇s value. However, the translation of English film title has not got enough attention at home or abroad, and good translations of English film titles are few and far between. Based on requirements of English film title translation, this paper discusses problems in English film title translation, into which this paper applies adaptation theory to solving existing problems.

Translating Chinese Public Signs into English from Context of the Adaptation Theory

Translation of public signs is related to the image of a city. It has aroused more and more concerns in recent years, for translations of these public signs are often totally wrong or inappropriate. Although many translators have pointed out all kind of mistakes, there is no guiding theory in translating public signs. According to the adaptation theory by Jef. Verschuren, the use of language is just to make continuous choices in order to adapt to the needs of communications. This scientific new research angle can explain and guide translation of public signs. The argument of this paper is how to translate Chinese public signs into English from different context. And it will be analyzed from three different ways： linguistic, communicative, dynamic dimensions.

On the Translation of Chinese Film Title from the Perspective of Conceptual Adaption Theory

As the rapid development of Internet, the film is an effective way to transmit Chinese culture through the language adaption. And the film title can catch people's eyes more quickly. Some scholars think that the translation of Chinese film titles should from the Functional Perspective. Some scholars think that it should do from the perspective of Skopos Theory. However, there are not enough scholars try to do it from the Perspective of the Contextual Adaption Theory. It is important to find an idea to translate the Chinese film titles to achieve that. So, this thesis try to find a effective way to translate the Chinese film titles. According to the contextual adaption theory, this thesis draws a conclusion that the translators can directly use the Chinese images in the film titles.

Contrastive Study of English and Chinese Subjects in Perspective of Cognitive Prominence

This present paper, in perspective of cognitive prominence, the cognitive motive on the differences between English and Chinese subjects, and then explores the interpretability of the Adaptation Theory in translating the subjects. It is discovered that the blending of the cognitive prominence and the theory of adaptation is very effective in elaborating the subtle differences of English and Chinese subjects in translation, and reasonable in expounding the infeasibility of some plausible versions.

An Eco-translatological Perspective to Researching Publicity Texts Translation

The importance of an interdisciplinary investigation into the translation of publicity texts cannot be overestimated at a time when the role of international communication grows rapidly,which in turn pushes the development of globalization.Ecotranslatology takes the concept of"adaptation/selection"of Darwin’s Evolution Theory as its theoretical foundation,focusing on the integrity of the translation ecosystem,making a novel description and interpretation to the nature,process,standard,principles,methods of translation and translation phenomena from the perspective of Eco-translatology.Though the construct of the theory keeps expanding,there is still a lack of systematic discussion on translation activities with focus on the integrity and harmony in Eco-translatology.This study therefore aims to promote the need of researching publicity text translation from an Ecotranslatological perspective through the review of the existing literature in this field.

The Origin of Four-Character Structures with er (而) in Literary Translation from English into Chinese: A Descriptive Study of A Passage

Four-character structures in Chinese are commonly discussed as tools of embodying the aesthetic properties of both oral and written literature works.The use of four-character structures in the Chinese translated texts could have the same function,and it is not hard to find in the Chinese translations of English literature works that four-character structures are largely adopted.Through collecting four-character structures with er(而)from a translated work of A Passage to India,and investigating on their origins in the source English text,this thesis uses statistic methods to induce some linguistic properties on the counterparts.From the perspective of analyzing those counterparts which correspond to the Chinese four-character structure translations,certain characteristics or properties are discovered,and inspirations on literary translation techniques are provided.Some discussions are also made concerning possible relations between the four-character structures with er(而)and their ST counterparts.

A Tentative Study of Cultural Translation from the Perspective of Memetic-adaptation

Memetics is the study about cultural evolution,meme is the basic unit of culture,with language as its main medium,when meme was transmitted across language and culture obstacles,the adaptation theory from pragmatics provides the mechanism and selection criteria for the successfully transmitted meme via the means of translation,thus a memetic-adaptation paradigm for translation studies will be proposed based on memetics and adaptation theory.

A Study of English Translation Strategies of Subtitles of the Domestic Animated Film Chang’an from the Perspective of Eco-translatology

This article conducts an analysis and exploration of the English subtitles translation of the domestic animated film Chang’an from the perspective of eco-translatology.Taking three-dimensional transformation as the entry point,it analyzes the adaptation and selection of subtitle translators in the translation process from the dimensions of language,culture,and communication in Chang’an,aiming to enrich the practical analysis of eco-translatology and provide valuable insights and references for the theoretical construction and practical application of eco-translatology.This article enriches the practical analysis of eco-translatology and also validates to a certain extent the applicability of“three-dimensional”transformation.

从《翻译适应选择论》看林纾与魏易对Uncle Tom's Cabin的翻译

本文运用《翻译适应选择论》,以译者的适应/选择为视角,就林纾与魏易对Uncle Tom's Cabin翻译的全过程展开描述与分析,旨在说明二位译者对原语文本及翻译策略、方法的选择是其对"需要"、"能力"及"翻译生态环境"适应与选择的结果。

China English实至名归——翻译适应选择论下的思辨

China English即"中国英语",长期以来学者们对中国英语是否应该存在争论不休,持肯定、矛盾、否定态度的学者各执一端。翻译研究经历了"文化转向"之后,又将何去何从?胡庚申教授的"翻译适应选择论"应运而生,将翻译研究引入了"生态"这一大潮,可视为"生态转向"的开拓者,他提出了翻译是"以译者为中心"的"译者适应翻译生态环境的选择活动"。文章拟从翻译适应选择论视角,通过实例分析,对China English存在的合理性进行探讨,认为China English实至名归,有着广阔的发展前景。

A Brief Study of Hu Gengshen's Eco-Translatology:with the Comparison of Translation Ecology

Eco-translatology and Translation Ecology are two new aspects of translation study.They arise from the development of Ecology and the interdisciplinary tendency of translation studies.The present paper intends to make a clear introduction of the two branches of translation study and make a comparison based on the introductions in order to provide insights into these new perspectives to translation studies.The paper points out that they are different in terms of developing routes,naming principles,terminology,methodology,research pivot,etc.A conclusion is drawn that clarification of their relationship will provide insights into the two branches of translation study and Hu Gengshen's approach to translation as adaptation and selection adds a new dimension to translation study as an academic discipline.

生态翻译学视阈下婚丧文化负载词研究——Moment in Peking两译本的对比

近来年,大部分学者将生态翻译学的研究重点局限在单调宽泛的"适应-选择"的转化上,忽略了适应性选择中的转化方法,即"语言维"、"文化维"和"交际维"的转化。以生态翻译学为理论基点,对Moment in Peking张振玉、郁飞两中文译本中婚丧文化负载词翻译的"适应性选择"进行对比性研究。这种对比研究能进一步探索生态翻译学理论在文学翻译领域的运用。

从翻译适应选择论角度评析Happy Prince的两个中译本

翻译适应选择论是胡庚申教授提出的近年来我国翻译领域的较新研究成果,该理论确立了"三维"转换的翻译方法。以此理论为依据,对苏福忠、张敏和巴金翻译的《快乐王子》进行对比和分析,得出巴金的翻译较好地适应了三维转换,是一部整合适应选择程度较高的译本。