The Principle, Strategy And Method Of Chinese-English Enterprise Publicity Material Translation

With the development of economic globalization, China’s foreign trade and economic activities have become more and more frequent, and China’s enterprises are increasingly extending to the overseas markets around the world. How to translate an effective and popular enterprise publicity material has become a concern and focus for translators. According to recent years’ related researches, the study on the Chinese-English enterprise publicity material translation has made great achievements. However, the specific research has just started. Obviously, Chinese-English enterprise publicity material translation is a key factor for enterprises in external publicity. Therefore, it is necessary to make related studies in this field, and combine them with practice to provide innovative thoughts for future researches.Chinese-English enterprise publicity material translation, an integral part of enterprise operations, aims to serve the enterprises in their progress. In the pursuit of the maximization of the interests and profits, enterprises should try to establish a good social image as an access to social benefits. Enterprise publicity material translation is just based on this purpose to seek economic interests for the enterprise, promoting its cultural development and create precious spiritual wealth and material wealth for the enterprise. Good Chinese-English enterprise publicity material translation can bring the enterprise and sellers great profits and social interests, and can also help the enterprise build a popular commercial image.Since Chinese-English enterprise publicity material translation is a window for foreigners to understand China’s enterprises, we should pay special attention to its practical use in the exchanges between China and other nations. However, there are many problems in Chinese-English enterprise publicity material translation, which often confuse the target readers. So the expectation effect is far to reach. The reason lies in translators’ limited language skills and practice of translation. They do not realize the problems in translation. Only when we follow corresponding translation principles and adopt strategies and methods can we improve the quality of publicity material translation, and help enterprises to establish good international images and enhance their competitiveness in the international market. Accordingly, for those purposes, we should adopt appropriate translation strategies and methods that are different from those for other translation. This article is going to make an analysis of the functions and linguistic features of the enterprise publicity material, and then discuss the principle and strategy, the target-language oriented principle and the domestication strategy, based on features of the enterprise publicity material translation. And at last, the article will make a summary about the application of the strategy and those methods in practice.