On C-E Translation Of Enterprise Publicity Materials From The Perspective Of Economy Principle

With the speeding-up of economic globalization, the Chinese economydevelops rapidly, accompanied by the flourished trade and increased communication.Meanwhile, more and more domestic enterprises go beyond borders and strive togain their footing in international markets by virtue of product output and serviceoutput. However, the differences in language and culture lead to communicationbarriers. For instance, the questions about how to translate the Chinese informationof products and services and conform to the common usage of English expressionsneed to be settled in order to achieve the desired effects.Economy principle refers to employing fewer words to deliver moreinformation so as to lower the cost of dealing with information. Leech throws lightupon economy at the lexical level, syntactical level and discourse level. The thesishas selected eleven materials and adopts qualitative analysis. The translatedmaterials translated by famous scholars and professors come from books andwebsites. Chinese EPM is taken as the corpora of the research and the research isconducted under the guidance of economy principle. The author of this thesiscollects eleven publicity materials. Economy principle is applied to the translationpractice at linguistic and non-linguistic level. At non-linguistic level, deletion isconducted for cultural and political factors. The three steps are advanced:1)Clarification of the purpose of translation2) The extraction of key information anddeletion of theme-irrelevant information3) Adherence to the common usage ofEnglish expressions. The four principles are proposed:1) Purpose-oriented principle2) Target reader-oriented principle3) Theme-relevant principle4) Principle ofreadability. It is hoped that the quality of the translated version can be improved.The last part concludes the limitations and suggestions for future study. It is hoped that it will be helpful for the translation of EPM.