论文总字数：31478字

摘 要

随着改革开放进一步深入以及经济全球化进程的不断发展，越来越多的中国企业进入国际市场，开展各种各样的贸易合作与交流，中国企业的自身实力以及在世界企业中的地位也不断提高。企业的对外交流与发展更为密切，这就要求企业做好积极有效的宣传工作，让世界其他地区更好地了解中国企业。因此，企业宣传的英译显得极为重要，是企业顺利走向世界的敲门砖。

然而由于不同的语言和文化之间存在的差异等原因，在企业宣传翻译的过程中会遇到诸如表达方式、宣传重点以及思维方式等方面的问题，这不仅会让国内外企业之间交流产生障碍，也让中国企业在介绍宣传企业的发展历程、公司规模和特色等重要信息时面临各种难题和阻碍，从而使企业在激烈的国际贸易中处于不利地位。

因此，企业在翻译其对外宣传内容时，要充分了解和运用英文企业宣传中的一些固定和特有的表达模式，利用多种翻译方法和技巧，准确并有效地宣传企业的信息，让企业更好地走出去。本文拟从企业宣传翻译的现状以及英文的表达习惯入手，并结合具体的实例分析，探讨企业宣传英译的问题以及改进的方法和策略。

关键词：企业宣传；翻译；问题；策略

Table of Contents

Acknowledgements i

English Abstract ii

Chinese Abstract iii

Table of Contents iv

Chapter One Introduction 1

1.1 Research Questions 1

1.2 Research Purpose 1

1.3 Layout of the Thesis 2

Chapter Two An Overview of Chinese Company Profiles 3

2.1 Characteristics of Chinese Company Profiles 3

2.1.1 Plentiful Descriptive Words 3

2.1.2 Parallel Structure and Relatively Fixed Contents 3

2.1.3 Abundant Rhetorical Devices 4

2.2 Previous Researches on Translation of Chinese Company Profiles 5

Chapter Three Principles and Techniques for Translation of Chinese Company Profiles 7

3.1 The Necessity of Translating Chinese Company Profiles into English 7

3.2 Problems in the Translation of Chinese Company Profiles 7

3.2.1 Involving Irrelevant Information 8

3.2.2 Word for Word Translation 9

3.2.3 Neglect of Cultural Differences 9

3.3 Principles of Translation 10

3.3.1 Stressing the Key Points 10

3.3.2 Using Concise and Idiomatic Expressions 11

3.3.3 Taking Cultural Differences into Consideration 12

Chapter Four Conclusion 15

References 16

Chapter One Introduction

Company profile is a brief introduction of the current situation, historical background, property, business scope, business characteristic and advertisement of a company, which aims to promote comany image and to make customers know the comany quickly and completely (Wangamp;Zhang 2010). According to this definition, we can find that the importance of the company profile to a company. As a concise advertisement, a successful company profile, to a great extent, determines whether the company can gain a firm foothold and win a great number of customers or not in the fierce competition.

Whether the company and its commodities can stand firm in the foreign market and be accepted by the consumers lies in the qualified translation of company profiles. Chapter 1 serves as an introduction part. It consists of the framework of the paper and the main idea of each chapter. Research methodology employed in the thesis is presented in this chapter as well.

1.1 Research Questions

There are a number of research questions. First of all, why should company translate their Chinese company profiles into English? Secondly, what is the current status of company profiles translation? Thirdly, what are the principles which should be follow during the process of the translation of company profiles? The last and the most important question is what techniques and strategies companies can use when translating Chinese company profiles into English.

1.2 Research Purpose

The futher development of the reform and opening-up policy and economic globalization provides Chinese companies with an unprecedented opportunity to go aboard. After China’s entry into WTO, more and more Chinese companies start to enter into the international market. And as the stepping stone, The translation of Chinese company profiles becomes more and more significant. The purpose of this preliminary study is to get a better understanding of the current status of translation of company profiles and through the analysis of various successful and classic translation, to provide some key strategies and techniques of translation for Chinese companies. The findings of this paper will help Chinese companies to translate their comapny profiles in a proper and accurate way, so that Chinese companies can meet the needs of foreign consumers and win the competition in the international market.

1.3 Layout of the Thesis

This paper is divided into four chapters. The first chapter is a general introduction; Chapter two mainly talks about a overview of Chinese company profiles. In this chapter, it analyzes the characteristics of Chinese company profiles and the previous researches on translation of company profiles in details; Chapter Three analyzes principles and techniques for translation of Chinese company profiles. The current situation and some essential requirments of translation will be discussed in this chapter. Chapter four is conclusion that concludes a main conclusion drawn from this study.

Chapter Two An Overview of Chinese Company Profiles

2.1 Characteristics of Chinese Company Profiles

2.1.1 Plentiful Descriptive Words

According to Buhler’s theory, language has three basic function. The expressive function, the informative function and the vocative function. The company profile, as a kind of promotional text, is usually related to the last two types of function. Authors of this kind of text often use rich descriptive words to make the customers to accept the information and take some action emotionally.

Chinese companies are accustomed to use descriptive words in their company profiles as much as possible. They pay more attention to the expression of emotion and the subjective feeling than foriegn companies. So that we can easily find lots of infectious words, especially four-part idiom, which aims to draw customers’ attention in Chinese company profile. To achieve propaganda purpose, they even use some exaggerated words to describe their companies and comodities.

[1]“我厂生产丝绸衬衣已有 35年的悠久历史 ，产品大量销往50多个国家和地区。百分之百真丝面料，质量上乘，款式新颖，手感柔软，穿着舒适，水洗日晒不褪色，实为追求高档舒适之女士们的首选佳品。”

[2]“公司设备先进，技术力量雄厚，质量可靠， 信誉度极高。”

These two examples are full of descriptive words, such as well-known, advanced, strong, reliable and high. Obviously, these words are very attractive to customers, and they prefer to buy this sort of comodities. Therefore, The descriptive words become an essential part in Chinese company profile.

2.1.2 Parallel Structure and Relatively Fixed Contents

In Chinese, we often put emphesis on the beauty of symmetry,especially in some descriptive and introductive text. Therefore, the parallel structure is commonly used in company profile. As to the reason, the parallel structure makes the text easy to read and rmember. Besides, the parallel structure is more formal than other types of structure, which is relevant to our culture and thinking mode.

[3]“华为积极致力于社会经济的可持续发展，运用信息与通信领域专业经验，弥合数字鸿沟，让人人享有高品质的宽带联接；我们努力保障网络的安全稳定运作，助力客户和各行各业提升效率、降低能耗，推动低碳经济增长；我们开展本地化运作，构建全球价值链，帮助本地发挥出全球价值，实现整个产业链的共赢。”

We can easily find that this part is divided into three parallel long sentences, and each part has the similar structure but focus on three different points, including social economy, custommers and industrial development.

According to Deng’s survey in 2013, Chinese company profile can generally be divided into five parts: brief introduction, service area, firm capability, company development and future prospect Generally, the first three parts is integrant and the last two are alternative(Deng 2013). Unlike English company profile, Chinese company profile is more rigorous and fixed. Moreover, due to the culture values and politial factors, the content and the structure of Chinese company profile is often fixed in the range mentioned above.

2.1.3 Abundant Rhetorical Devices

Rhetorical device is widely used in diffrent aspects of Chinese culture, for example, the classical poem, couplets and so on. In Chinese eyes, different rhetorical device is the root of beauty. So that various rhetorical devices are used in Chinese company profiles to create a feeling of beauty. In order to achieve the propaganda effect, Chinese companies use plenty of rhetorical devices in their company profile. Such as simile, hyperbole, personification and so forth.

[4]“在以客户需求为导向思想指引下，国美在线和库巴网两个平台进行后台的五大功能整合，达到信息系统共享、会员互动与共享、部分商品采购规模和效益共享、物流体系共享以及信息服务共享等五大共享，形成“骨肉相连”的紧密协调系统，让消费者购物更便利。”

剩余内容已隐藏，请支付后下载全文，论文总字数：31478字