C-E Corporate Webpage Translation A Consumer PSY Chological Perspective

The English versions of Chinese corporate webpages are a sort of window forforeign consumers to know Chinese companies. Well constructed English versions ofChinese corporate webpages can improve the Corporate Identity System and furtherpromote the companies and their products or brands. With Statistical results formcomparable text analysis, together with findings from questionnaire and interviews,the paper probes into problems which have undermined the marketing effects ofcorporate webpages, namely weak psychological impact on consumers, lack ofcredibility, ignorance of cultural barriers, lack of consideration for the specificcharacteristics of webpages and noises in marketing communication. Supported bytheories of consumer psychology, with the main factors involved in the translationprocess specified, the author proposes four maxims for corporate webpagetranslation, namely attention maxim, emotion maxim, communication maxim andcoherence maxim. After elaborating on the translation methods that can be employedto realize the maxims, the paper finally sets up a consumer-oriented corporatewebpage translation model, which intends to improve the marketing and advertisingeffects of the English translations of Chinese corporate webpages.