A Study Of Chinese-english Enterprise Publicity From The Perspective Of Functionalism

The rapid development of economic, speed up the process of internationalizationof China. Chinese companies have more and more opportunities to participate in the globalcompetitions. In order to expand international market share, attract more potentialcustomers, and enlarge their foreign communication, the first step is introduce thecompanies to foreign customers. At present, a great number of companies introduce theirbasic information, including their products and services to the customers in both Chineseand English versions on the internet, which set up good images for the companies.Moreover, the English version is the world name card for companies to introducethemselves to foreign customers. Although the operators of the companies pay moreattentions to the English company profile, and make less mistakes than before. Whether theEnglish company profile can adapt to the demand of foreign customers? How can theEnglish company profile help the companies achieve the purpose of taking part in theinternational market, and competitive with foreign companies?The author takes German Functionalism as theoretical foundation, and building aparallel text comparison based on Werlich’s text grammar, which is suitable for thecomparison of company profile of China and the United States. Based on thecharacteristics of parallel text comparison, the author makes a contrastive analysis of thedifferences between Chinese company profile and American company profile. And underthe guidance of German Functionalist Theory, the author put forward some suggestionsafter making a preliminary study on the differences between Chinese company profile and American company profile.The research corpus of this study is20company profiles from Fortune500(10Chinese company profiles and10American company profiles). Involving the financial,telecommunications, postal and other industries, which has a very good representatives.Excepting the comparative methods, this paper also makes a qualitative and quantitativestudy for the corpus from the perspective of Functional Theory. The author combines thetheory with practice, and analyzes the differences between two versions from four aspects:the text content, text structure, culture norms and language expressions, then drawconclusions.According to the analysis, the author finds that:1) in terms of text content, theChinese text is very long and the content has low correlation with the subject, while theEnglish text is comparatively short and the content is highly relevant to the subject.2) Interms of sentence structures, Chinese text usually use "bamboo structures", which lack ofaffiliate links among sentences. While the English text always use "tree structures" thestructure is rigorous; in terms of discourse structure, the Chinese text use transformchieftain form, and the English text always has a topic sentence then descriptive the detailinformation.3) on culture norms, Chinese text is used to enumerate some prizes to set upthe image of the company. The English text usually display some authoritative ranking toshow their images.4) in term of the language style, Chinese text use the third person, andoutstanding the company in the first place, the words used in it are rhetorical; while thefirst person was used in English text, which put the customers in the first place, thelanguage style is colloquial and concise.