An English-chinese Translation Report On The Economy Of Brands(Excerpt) From The Perspective Of Functional Equivalence Theory

Relationships between countries of the world are strengthening due to the world's rapid economic growth resulting to a prevalence in bilateral trade between nations across the globe.This phenomenon has made the use of English language increasingly dominant in the scene of Economics and Trade globally.It's relevance is evident as most scholars both home and abroad have opted to study Business English as a course along with their Business and Trade related disciplines.Business English is a combination of basic English,professional English and background knowledge covering many aspects of Economics and Trade(ie Business terminologies).It is characterized by stringency and professionalism,while maintaining accuracy,fidelity and uniformity as key standard principles.Disparities between Business English and regular English are obscure requiring translators to be particularly keen and sensitive while translating.This article is an English-Chinese translation report,selected from the original text of Economic and Trade English from the Preface to Chapter III of Jan Lindemann's book,The Economy of Brands.This book introduces brand economy from the perspectives of theories and reality and is written by combing the author's experiences.Eugene Nida,the pioneer of American linguistics,proposed the famous “functional equivalence” theory;namely,translation does not require a rigid correspondence,on the surface,to the text,but to achieve the functional equivalence between the two languages.The writer applied Nida's “functional equivalence” theory to the specific economic and trade translation.This was a new attempt to use macroscopic theory to guide concrete practice.The purpose of this translation report is to analyze the translation of economic and trade texts from the perspective of functional equivalence.Additionally,it will summarize the problems encountered in the process of translation as well as the theories,tactics and translation methods used to solve the problems thus laying the foundation for the translation of similar texts in the future.