Chinese-english Translation Strategies For The Websites Of Export-oriented Food Enterprises: A Cross-cultural Communication Perspective

On the lists of the Fortune 500 from 2017 to 2019,the rankings of Chinese enterprises in various industries have been rising year by year,but food companies have failed to occupy a place.Chinese food enterprises rank lower in the world food market partly due to their poor promotion of corporate information apart from food safety issues and their development scale.Corporate websites are an important window for communicating information,therefore their translation must be taken seriously.The way that corporate information is communicated overseas via the English website is included in the “international cross-cultural communication” of information communication.In order to achieve better results,the releasing process and the content of the website should meet the requirements of it.Many scholars at home and abroad have studied Chinese-English translation(C-E translation)of corporate websites from the perspective of various disciplines.However,there are rare targeted studies on the C-E translation of websites of export-oriented food companies.This study takes the “7W” mode of communication proposed by Richard Braddock as a theoretical guide to explore the C-E translation of these websites from the perspective of cross-cultural communication.Two questions are studied: what principles can be followed and what methods can be adopted for the translation of these websites? English websites of the Fortune 500 food companies from English-speaking countries and the Chinese website of Fujian Dali Food Group are cited as examples and discussed.Data collected from Chinese and English websites are compared and analysed from both macro aspect exploring strategies for sector setting,content implantation and channel design,and micro one discussing the way to deal with texts.Taking into consideration the mode of cross-cultural communication of information,the research conclusion is drawn from three aspects: content selection and organization,content translation and channel design.The results are as following: C-E translation of export-oriented food enterprise websites can follow four principles,namely information needs orientation principle,convenient information searching principle,cultural context adaptation principle and promotion driven principle.And their corresponding translation methods of addition and subtraction,compilation and combination,dilution and extraction,literal translation and transformation can be employed.For food enterprises of China,export-oriented food companies in particular,attention should not only be paid to the translation quality of websites,but also to the utilization of websites to alleviate the concerns of overseas consumers and investors over the quality and safety of Chinese food.Therefore,this thesis also discusses the important meaning of website translation on promoting Chinese food safety and proposes three suggestions on the going global of Chinese food enterprises.