Difficulties In Translating Publicity Texts Of Chinese Enterprises And Companies And Suggested Solutions

Publicity texts are an effective means for enterprises and companies to publicizethemselves, promote sales and seek for business partners. In the present China, translationservice for such types of texts and materials are becoming increasingly frequent andimportant. The purpose of English version publicity texts aims to set up a sound corporateimage and demonstrate corporate values so as to finally attract overseas consumers andbusiness partners. The problem is, however, that so many Chinese translators have failed tofulfill this every purpose of their clients because of various difficulties and challengeswhile translating such texts, and unfortunately they have not yet found out any feasiblesolutions. Based on the case study of translating publicity text for Yaojiang Group, thispaper intends to analyze the common difficulties and challenges facing translators andseeks to find out effective solutions to help improve the quality of such services. From myperspective, to achieve the most effective and efficient service for clients and target readers,it is quite necessary for translators to consider the factors concerning cultures, politicalenvironments, language features and language habits of Chinese and English readers in theprocess of translating this type of texts.