Study On C-E Translation Of Company Publicity Webpages Based On Nord’s Text Analysis Model

With the development of economic globalization, more and more Chinese companies will competeand cooperate with those from other countries. As a company, it is of vital importance to possess excellentproducts and services, and thus to gain advantage in international competition. Besides, promotingstrategies and measures are also significant to a company’s publicity. With the advancement of informationtechnology and the wide use of network resources, many companies build their own websites to set a goodimage and strengthen publicity effect. And a certain number of the companies also build their Englishwebsites aiming at attracting overseas customers and investors. Due to differences lying in the Chinese andEnglish Languages, the current English translations of Chinese company publicity webpages are oftenunsatisfactory and worth exploring. In order to seek for more effective translation approach and bettertranslation effect, this thesis applies Nord’s translation-oriented text analysis model to the study of C-Etranslation of company publicity webpages.In accordance with Nord’s translation-oriented text function model, different texts may havereferential function, expressive function, appellative function or phatic function. Besides referentialfunction as its major function, company publicity webpages also possess appellative and expressivefunctions. Its purpose is to build up a good company image, promote its products and service to the outside,and to arouse foreign trade investor or seller’s investment and cooperation interest. This study adoptsNord’s translation-oriented text analysis model as theoretical guidance. By means of online searching, theauthor collected a lot of Chinese and English company publicity webpages, after a detailed analysis of theseliving examples, the author points out the existing problems and deficiencies in C-E translation of companypublicity webpages. And according to the functional translation theories, this thesis also explores how toachieve intended translation purpose and publicity effect by employment of workable translation strategiesand methods such as instrumental translation strategy and amplification, deletion, reconstruction, literaltranslation or heterofunctional translation, etc. The study concludes that Nord’s translation-oriented textanalysis model can effectively guide the C-E translation of company publicity webpages. Besides, asdifferences exist in textual features, cultural backgrounds, ways of thinking, habits of reception and acceptive contexts between Chinese and English, when doing the translation of company publicitywebpages from Chinese to English, the translators should take target readers’ habits of reception andintended translation purpose and effect into consideration, flexibly adopt translation strategies and methods.