On The C-E Translation Of Pharmaceutical Corporation Profile From The Perspective Of Reception Theory

With the increasing international activities of China's pharmaceutical corporations, the profile of China's pharmaceutical corporations is more important than ever before. A well-translated profile can not only promote the publicity of the main brands and services provided by the pharmaceutical corporations but also increase competitiveness of pharmaceutical corporations, which is the premise for the pharmaceutical corporations to explore the international market. This paper aims at making a conclusion of the problems on the C-E translation of pharmaceutical corporation profile from the perspective of reception theory with corpus-based studies of 14 pharmaceutical corporations among Asia's "200 Best under a Billion" in the annual list compiled by Forbes Magazines in order to find out the translation strategies that can improve the acceptance of the text.Three points have been indicated in this paper. All that can be shown as follows, Firstly, humanistic care is one of the characteristics of pharmaceutical corporations. In order to satisfy the target readers, the translators shall make full use of the response inviting structure and the pre-understanding and the publicity effect shall be both considered in the translation of the profile of the pharmaceutical corporations. Secondly, the translation of the medical terminologies is an unavoidable challenge for the translators. The translators may as well categorize the medical terminologies in accordance with their components with brief introduction of their efficacy so that the target readers can totally understand the meaning of the profiles. Besides, as for some readers with certain medical knowledge, it is no difficult for them to get the meaning of these terms and acronyms; while as for those readers with little medical knowledge, it is hard for them to understand the acronym of relevant medical institutions. Therefore, the translators shall add the detailed information to the rarely-used institutions and medical terminologies except the common-accepted institutions and terminologies. Lastly, the western readers have different horizon of expectation with the Chinese readers. Chinese readers would like to read the detailed information about the corporation's history and authority as well as the awards or honors while the western readers tend to search for the effective information. So the profile information in Chinese may be different from that in English. This research will make contributions to the publicity of the pharmaceutical corporations and its competences.