| In recent years,China has been committed to deepening globalization and encouraging enterprises to explore the global market.Chinese Enterprises also attach greater importance to foreign publicity,which will bring themselves more opportunities of international cooperation.As a result,practice and research focusing on the translation of publicity materials of enterprises flourish.Based on Nord’s functionalist theories,this report takes the Chinese-English translation of the official website of Dalian Hongbo Education Group as the study case.A reflection on building a general procedure of translating publicity materials of enterprises is hereby made.In order to solve the two outstanding problems in current studies of the translation of enterprises’ publicity materials—the disconnection between theories and practice and the lack of attention to the translation process,the author takes advantage of translation brief,analysis of the source text(ST)and classification of translation problems in Nord’s functionalist theories,taking into consideration all factors limiting the production of the target text(TT)to study translation procedures.It is found that that in order to achieve the expected function of TT,the first step is to obtain the translation brief.Then,a translation procedure can be built step by step with the help of the looping model and corresponding translation strategies can be worked out.A universal procedure of translating foreign publicity materials of enterprises can be divided into five steps:obtaining translation brief,analyzing ST(including optimizing the text if necessary),pre-translation preparation,interlingual transfer,and quality control.A translation brief can be obtained from the client or be drawn up by the translator.Analysis of ST means to understand and analyze ST when there is no obvious error while optimization of ST indicates the necessity to clarify and correct errors.Pretranslation preparation requires the translator to compile a glossary for proper nouns and terms and prepare to express repeated words in a diverse way.Interlingual transfer is a mix of different translation techniques at the micro level,after which both the translator and the client need to work together to make sure the TT is acceptable.The author believes that the function of TT,as the core of translation process,determines the key steps of building a universal procedure in translating publicity materials of enterprises.These steps are operating procedures in a broad sense and are thus applicable to most occasions in practice to clarify translation strategies of producing TT.In conclusion,Nord’s functionalist theories can be well positioned to guide the building of a universal procedure of translating enterprises’ publicity materials.With the support of Nord’s functionalist theories,the link between theory and practice can be maximized by integrating the strategies commonly used in foreign publicity with translation process.It is hoped to provide some reference to deepen relevant theoretical studies,and help enterprises go through the translation process of foreign publicity. |
