| The economic globalization has become more and more influential all over the world due to the fast development of modern technology. In order to attract more overseas investments in the fierce global competition, lots of Chinese companies have made their own publicity materials, such as webpages, advertisements, posters, etc. Since potential customers abroad learn about a company mostly through its publicity materials, the expansion of its business and the growth of its profits depend crucially on the translation of the publicity materials. Poor text translation, to some extent, will hinder the company’s exchange and cooperation with foreign customers while excellent one not only builds a good corporate image but stimulates the potential customers’interest as well, adding opportunities for international business deals. Despite its obvious importance, the translation of corporate publicity materials remains marred with many problems in China. Even though these problems have attracted much attention from translation scholars, more efforts are urgently needed before they can be fully addressed.In this thesis, we are going to apply the insights from Reiss’s and Newmark’s theories of text typology to a close examination of the problems in translating corporate publicity materials. Their theories maintain that different texts perform different functions, and it is the specific function of a translation task that determines the means for its undertaking. During the translation process, the translator should decide the text type first before selecting from the available translation methods such techniques as amplification and omission, blending, recast, conversion, to semantic translation, communicative translation, etc. From this perspective, we conduct a number of case studies. By carefully analyzing English translations of real corporate publicity materials, we hope that this thesis can lend some help to the improvement of this type of translation. |
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