The C-E Translation Of Company Web Proifles In The Light Of Skopos Theory

With the rapid growth of China’s economy, more and more Chinese enterprises seizeopportunities to expand their business in the global market. As we are living in theinformation age, the Internet has become indispensable to people’s life. More often thannot, enterprises of relatively large scale take advantage of the convenience of the Internetand build websites to publicize their products and images, while enterprises which aspire toexplore or have already entered the global market often have bilingual websites. Theprofile of a company usually covers a range of basic information from which potentialclients and business partners get to know the company and form their first impression.Thus, it is crucial to produce high-quality and target reader-oriented translation of thecompany profile. However, traditional translation theories lay great emphasis on the“equivalence” of the source text and the target text on the linguistic level. As a significantbreakthrough of traditional translation theories, the German Functionalist Approach totranslation whose core theory is the Skopos Theory, focuses more on the function of thetarget text, thus offering a new angle for translation research. According to the SkoposTheory established by Hans Vermeer, translation purpose decides the whole translationprocess, and the selection of translation methods and strategies should be determined bythe expected function and goal of the target text. Skopos Theory injects new vitality totranslation research, providing guideline for translating practical texts like companyprofiles. This case study discusses the C-E translation of company web profiles in the lightof Skopos Theory and intends to provide some feasible strategies and methods accordingly.