| As an image job, enterprise promotional translation is the embodiment of external exchanges and cultural environmental development of an enterprise. Errors and deficiencies in translation might sometimes be amplified or even exaggerated, which will affect the outward business development of an enterprise. Therefore, how to understand and translate the promotional materials accurately becomes of great importance.The author participated in the translation of the promotional materials of Western International Wine Trade Center in Xi’an International Trade and Logistics Park and also collected promotional materials of other enterprises in Chinese and English version. Through the research, the author finds that metaphors are ubiquitous in enterprise promotional materials. However, due to the lack of principle guidance, relevant translation principles and cultural misunderstanding, metaphor translation problems such as obscurity or even mistranslation appear. There is a range of previous studies on promotional material translation, but the potential space for studies on enterprise promotional material translation from cognitive perspective or studies on metaphors in enterprise promotional materials is still huge. Moreover, relevant translation strategies and theories are urgently needed to guide translation. Based on the theoretical support of conceptual metaphor theory, this thesis studies the metaphor translation problems in enterprise promotional materials from the perspective of cognitive linguistics by analyzing the practical materials of Western International Wine Trade Center. Through the study, the thesis explored the significance of conceptual metaphor theory on metaphor translation in enterprise promotional materials, found reasonable translation methods: literal translation, metaphor replacement and recreation and interpreted three principles of translating metaphors. The results provided new ideas for translation practice. |
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