英文本科毕业论文外贸公司网站英译研究的目的.docx

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1、英文本科毕业论文外贸公司网站英译研究的目的1. Introduction 1 2. Current situation and features of company website translation 22.1 Current situation of company website translation 22.2 Samples of famous foreign company website 32.3 Features of company website translation 43. The skopos theory and company website translat

2、ion 63.1 Introduction of Skopos theory 63.2 The wrong types of translation from the perspective of Skopos 8 3.2.1 Functional translation errors 8 3.2.2 Liguistic translation errors 9 3.2.3 Cultural translation errors 10 4. Analyses of website translation of foreign trade company in Zhejiang province

3、 134.1 Functional translation errors 13 4.1.1 Problem of length 13 4.1.2 Problem rooted from different thought pattern 15 4.2 Liguistic translation errors 16 4.2.1 Spelling errors 16 4.2.2 Improper use of punctuation 17 4.2.3 Incorrect word translation 17 4.2.4 Illogical arrangment 18 4.3 Cultural t

4、ranslation errors 195. Conclusion 20Acknowledgements 21References 22 1Introduction Thanks to the ongoing economic reform and opening-up and the irresistible trend of globalization, China s communication with the world has been intensified in recent years. Though almost every company which deal with

5、the foreign trade owns his English version website, the overall situation of the C-E translation of Chinese company website is far from satisfactory that leave a lot of work to do. For the present, most of the work are based on the rule of skopos theory which we will investigate later.And with the p

6、opularity and applications of the Internet, the company website plays an increasing important role in foreign exchange, outreach, and the absorb foreign capital2. Although nowadays most domestic enterprises have set up their own websites and e-commerce platform, many export-oriented enterprises is e

7、stablished in English, the site has become a propaganda of the enterprise, an effective channel to promote company products. However, there is no difficulty in finding errors comparing the domestic foreign trade company website to the foreign company website. Some mistakes are even too much to bear.

8、 In recent years, there appears a large number of discussion on website translation, start from Skopos basis direction, and have a lot of research fruits on the problem of company website mistranslation. But for the relatively small corporate company website translation, it had not been given suffic

9、ient attention and standardized management, error-prone web site translation directly affect a company s image. 2. Current situation and features of company website translation In the world today, global and regional cooperation is in full swing and countries are increasingly interdependent. Company

10、 website provide a quick and convenient access to the general understanding of what a Chinese company is like, thus serving as bridges that enable business people from different countries with different cultural backgrounds to have a better understanding of each other. In fact, as a specialized and

11、important area of translation, the translation of company profiles has its own features and particular communicative functions which deserve an in-depth and systematic study.2.1 Current situation of company website translationForeign propaganda in the business text, Chinese text use more modifiers w

12、hich using rhyme, parallelism, words with other parties type the text in order to increase the beauty, attract potential customers and clients. Many translators often find it difficult, even if be translated, also bite the bullet and let the readers of English-speaking find it difficult to understan

13、d. Company s publicity text translation is accurate for the purpose of translation about business, product-related information. So prominent is the informational translation, first principle focus on the information, and others such as style, rhetoric and so on is secondary to bit. If translate dire

14、ctly, the text will cause a pile, information duplication, not meet the English language of expression. On the basis of Skopos principles, the translator should cut the original text appropriately in order for information receiver better understanding the text. Different from other text types, a com

15、pany profile is a special kind of text with particular purposes and functions. The translation purpose of company profiles is to enable more foreigners to know more about Chinese companies, thus achieving international recognition and establishing the credibility of the company and its products. In

16、order to achieve these purposes and functions, more attention should be paid to target readers who have different cultural backgrounds in the company profile translation. According to skopostheorie, a translation action is determined by its Skopos and the end justifies the means. That means the purp

17、ose of translation determines the translation methods and strategies that are to be employed in order to produce a functionally adequate result. Therefore, in the C-E translation of company profiles, translators should adhere to Skopos rule, coherence rule and fidelity rule and it is applicable for

18、them to adopt a TT-oriented or reader-centered translation strategy.However, many translators in this field tend to neglect the translation purpose of company profiles. As a result, linguistic and cultural problems still exist and obstruct the achievement of the Skopos of company profiles. Enlighten

19、ed by the functionalist approach, the thesis also conducts a comprehensive survey as to the readability and acceptability of the target text6. It is found that foreign people do not respond positively to the English translation of Chinese company profiles. These problems or errors adversely affect t

20、he quality of translation. Primarily under the guidance of the functionalist skopostheorie, the thesis puts forward a set of guiding principles for the C-E translation of company profiles, that is, idiomatic, comprehensible, and acceptable. By analyzing authentic examples, the study also justifies s

21、omeappropriate strategies such as addition, abridgement and restructuring. A conclusion can be drawn that it is feasible to guide the C-E translation of company profiles in the light of the functionalist approach, particularly skopostheorie. In the translation process, the translator is expected to

22、bear in mind the intended function of the target text and produce a version that is comprehensible and acceptable to the target reader. Due to great linguistic and cultural differences, the translation process usually involves considerable adjustments or adaptations of the source text in order to ac

23、hieve the intended function of the target text.Hopefully, the principles and strategies proposed in this study would be of some value to the C-E translation of company profiles as well as other public materials.2.2 Samples of famous foreign websiteThere are a lot of famous company on the list of top

24、 500 in the world, after searching for their company, not difficult in finding a lot of features in common about their web page design. The followings are classic samples.Example1: In 1886, Coca-Cola brought refreshment to patrons of a small Atlanta pharmacy. Now well into its second century, the Co

25、mpanys goal is to provide magic every time someone drinks one of its more than 400 brands. Coca-Cola has fans from Boston to Budapest to Bahrain, drinking brands such as Ambasa, Vegitabeta and Frescolita. In the remotest comers of the globe, you can still find Coca-Cola.Coca-Cola is committed to loc

26、al markets, paying attention to what people from different cultures and backgrounds like to drink, and where and how they want to drink it. With its bottling partners, the Company reaches out to the local communities it serves, believing that Coca-Cola exists to benefit and refresh everyone it touch

27、es. ()Example2: Software is a leading online portal for software products, with free downloads and expert software reviews to help you make an informed choice. We list thousands of discounted software products with prices that are almost always the lowest available in the country. We also list a hug

28、e selection of free downloads so you can try software free before you decide to buy.The store features the the software industry s leading publishers, including Microsoft, Intuit, Symantec, Adobe, Nuance and hundreds of others. Our software store provides users with rich resources including thousand

29、s of user reviews, articles, and product comparison charts. employs a team of industry experts with over 40 years of combined experience in online software distribution. Our goal is to bring you the best range of world-leading software, at the best prices, with rich reviews and product information s

30、o you can choose the software that is right for you. (about/) As we can see from these samples, the foreign company websites are more functional and focus more on introdu cing products, and the purpose are much stronger and prominent. This is exactly what our company website is lack of, for we alway

31、s put more words in describing company history and prior tradition, but lack of products introduction and special users attraction.2.3 Features of company website translationFirst of all, company website translation profile depends more on the skopos rules. Different from other text types, a company

32、 website profile is a special kind of text with particular purposes and functions. The translation purpose of company website profiles is to enable more foreigners to know more about Chinese companies, thus achieving international recognition and establishing the credibility of the company and its p

33、roducts. In order to achieve these purposes and functions, more attention should be paid to target readers who have different cultural backgrounds in the company profile translation. According to skopostheorie, a translation action is determined by its Skopos and the end justifies the means. That me

34、ans the purpose of translation determines the translation methods and strategies that are to be employed in order to produce a functionally adequate result. Therefore, in the C-E translation of company profiles, translators should adhere to Skopos rule, coherence rule and fidelity rule and it is app

35、licable for them to adopt a TT-oriented or reader-centered translation strategy.Secondly, primarily under the guidance of the functionalist Skopostheorie, the thesis puts forward a set of guiding principles for the C-E translation of company profiles, that is, idiomatic, comprehensible, and acceptab

36、le. By analysis authentic examples, the study also justifies some appropriate strategies such as addition, abridgement and restructuring. A conclusion can be drawn that it is feasible to guide the C-E translation of company profiles in the light of the functionalist approach, particularly skopostheo

37、rie. In the translation process, the translator is expected to bear in mind the intended function of the target text and produce a version that is comprehensible and acceptable to the target reader. Due to great linguistic and cultural differences, the translation process usually involves considerab

38、le adjustments or adaptations of the source text in order to achieve the intended function of the target text.Hopefully, the principles and strategies proposed in this study would be of some value to the C-E translation of company profiles as well as other publicity materials.At last, defined as the

39、 measure of all things in translation by Reiss, the ST is regarded by Vermeer as merely an offer of information which can be partly or wholly transmitted for the target audience, leaving its status much lower in skopostherie than in equivalence-based theories. And it is the purpose of the translatio

40、n that determines what to translate, how much to translate and what strategies to employ in specific situations. For this reason, in C-E translation of company website, any translation strategy can be adopted provided it is effective in publicizing the company in the target culture and expanding its

41、 business there. The translator needs to serve as cultural filtering , which means making adjustments to the structure and style of the source text by addition, deletion and rewriting. In this section, different successful translation techniques applicable to company profile translation in light of

42、skopostheorie will be explored. 3. The Skopos theory and company website translation A company website is a particular communicative message that an organization wants to deliver to a particular audience. It is essentially a r sum presenting an image of a particular company, aiming to establish the

43、credibility with the market the company serves . Klein also argues that a company website provides insight about a company to its customers and prospects; potential employees and partners view it to evaluate whether or not it is the kind of company they d like to work with. Generally speaking, a wel

44、l-written company website contains the company s founders, product range or service that a company offers, major stockholders, members of the board, address, telephone and fax numbers, website, and other vital information. Some website include their history and significant achievements they have mad

45、e through the years. This thesis defines a company profile in a narrow sense and refers to a company introduction since introductory remarks head all the other subdirectory items and are of the most representative characteristics. The samples employed in this thesis include brochures and materials f

46、rom the Internet and cover a great variety of b usiness fields such as banks, hotels, automobiles, medicine, wine, household electrical appliances, tobacco, and sports goods.3.1 Introduction of skopos theoryThe Skopos theory is an important functionalist theory of translation that was developed in G

47、ermany in the 1970s. It reflects a general shift from predominantly linguistic and rather formal translation theories to a more functionally and socioculturally oriented concept of translation 8235. It greatly widens the research field of translation and puts translation researches in the framework

48、of cross-cultural communication, instead of the narrow framework of source and target texts or the transmission between two languages. The Skopos theory draws inspiration from communication theory, action theory, text linguistics and text theory, and also from movements in literary studies toward re

49、ception theories. It is regarded as the core of German functionalism.Hans Vermeer who proposed the Skopos theory gives his own definition of translation from a unique perspective that translation is a purposeful action . In the Skopos theory, translation is basically a type of communication. In other words, translation is a type of human action. Since action is the process of acting, which means intentionally(at will)bringing about or preventin