A Study Of Chinglish In Corporate Pubilicity Translation

With the continuous deepening of economic globalization, more and moreChinese enterprises are stepping out of national boundaries and striving for anopportunity to develop in the international market. Language, as the important tool forinternational communication, is the obstacle for cross-boundary interculturalcommunication. Inspired by the transfer theory applied to Second LanguageAcquisition, the author bases the study on the potential influences of mother tongueon target language learning and tries to discuss the language problems in interculturalcommunication.According to the relations between mother tongue and target language, transfer isdivided into positive transfer and negative transfer. In this thesis, the author tries toanalyze the Chinglish errors in the translated publicity materials of the first200corporations among the “Top500Chinese Real Estate Enterprises in2011” on thelinguistic level and the cultural level by applying the relevant principles of the transfertheory—contrastive analysis and error analysis, finds out the reasons for Chinglish, and then puts forward practical countermeasures.It is found that the negative transfer of mother tongue is the direct factor for theChinglish in corporate publicity translations. It is suggested to guide translators tohave a full knowledge of the differences between Chinese and English and the factorsfor negative transfer through teaching and training. The author then tries to inspirethem to correctly make use of positive transfer, improve the translation quality, andrealize the purpose of corporate publicity.