On C-E Translation Of Corporate Publicity Materials From The Perspective Of Skopos Theory

With the economic globalization accelerating, more and more Chinese enterprises participate in the fierce international competition. Corporate publicity materials, as means to promote product sales and business development, are playing a more and more important role in this process. Therefore, it is of great significance to have a comprehensive and systemic study on C-E translation of corporate publicity materials.Different from the traditional translation notion of "equivalence", German Functionalist Translation Theory holds that translation is a purposeful behavior and the end justified the means; the primary factor influencing the translators’choice of proper translation methods is the functions of the target text.Adopting Functionalist Translation Theory as its theoretical framework, this thesis demonstrates the content and functions of corporate publicity materials and compares the linguistic and cultural features between Chinese and English corporate publicity materials. It suggests that the translation of corporate publicity materials should be target-reader-oriented and that the translator is allowed to make some adjustments to target texts if the essence of the original writing is not lost. Finally the author puts forward two strategies concerning the C-E translation of corporate publicity materials: adapting to linguistic convention of the target languages and conforming to cultural convention of the target society.It is hoped that the present thesis can provide some insights as well as guidance for those who are engaged in this field.