An E-C Translation Report Of Enterprises Publicity Materials From The Perspective Of Nida's Functional Equivalence Theory

Under the economic globalization,economic exchanges among countries in the world are getting closer.Enterprise,as the principal role in the economic activities,not only needs high-quality products and services,but also great publicity materials to establish a good corporate image and take the initiative in fierce international competition.Enterprise publicity materials are the most intuitive means for the outside world to know the enterprise.Accurate and appropriate translation is beneficial to customers to obtain correct and effective information.While fallacious and blunt translations will hinder enterprises from promoting their goods and services.Therefore,the translation practices and discussions of the enterprise publicity materials are conducive to the company's promotion of products and services,and establish a corporate image.Therefore,this report selects parts of 2018 Annual Financial Report of Carrefour for Chinese translation.The company's financial report is a typical corporate publicity material.The language is plain,accurate,concise,and standardized,and the text has both information and appellative functions,with the aim to introduce the company's strategic measures to customers and businesses.Nida's functional equivalence translation theory aims to produce in the receptor language the natural and closet equivalent,which is embodied not only in the lexical equivalence,but also in the semantic,stylistic equivalence,so that the target reader can fully understand the information conveyed by the original text.Based on the theory,this report adopts some translation techniques such as conversion,omission,division,and combination to translate the abstract words,business terminology,long and complicated sentences,passive sentences,as well as discourse from the lexical,syntactic,discourse,and style of translated texts,which are shown by specific examples.In this translation practice,the author realizes that at the lexical level,the language of the enterprise's publicity materials is rigorous and formal,and the abstract nouns should be translated into concrete nouns;at the syntactic level;attention should be paid to the translation of passive and long sentences;at the discourse level,attention should be paid to coherence and cohesion;at the style level,the formality and rigor of the original text should be maintained.Under the guidance of Nida's functional equivalence theory,this report analyzes the methods and techniques used in the translation process,in order to provide references for the Chinese translation of the enterprise's publicity materials.