Translation Practice Report Of Slogan Translation Of Defense Enterprise Foreign Publicity

With the expansion of defense enterprises in overseas market and the deepening of international cooperation, foreign publicity has enjoyed a more important role. The company’s bilingual webpages, airshow brief, exhibition hall, introductory videos or English Powerpoint presentations are the windows for international partners to understand correctly the basics of the company, which counts a great deal in their decision-making. But foreign publicity documents, especially slogans, are developed under Chinese culture and way of thinking, following the principles of Chinese language and ideology. In case of too much focus on loyalty and equivalence, the target text will be Chinglish, likely to create confusion or misunderstanding among the target text readers, which may lead to loss of potential clients and partners, or even diplomatic dispute under certain occasions. Thus, the translator should realize that the slogans of defense enterprise foreign publicity aim at communication itself. He/She should employ translation strategies in the translation process according to his/her knowledge of the language habits and way of thinking of the target text readers, to allow the target text to be in line with the characteristics of slogans in this special trade, while the cultural habits of the target text readers are also met. Only on this condition can the target texts of slogans of defense enterprise foreign publicity serve the company’s communication purpose and create a higher economic value for the company. Therefore, Newmark’s communicative translation theory should be referred to. Based on the slogan researches in recent years at home and abroad, most of the studies have explored the general questions of slogan translation, or focused on the other related texts such as public signs, tourism or government publicity slogans. Thus, based on Newmark’s communicative translation theory, this practice report analyzes the characteristics of the slogans of defense enterprise foreign publicity in the author’s daily work and discusses the slogan translations in this special field from the rhythmic, lexical, syntactical features and reader acceptance.