Translation of Corporate Promotional Materials in View of Skopos Theory

Authors

  • Dr. Jing Zheng Faculty of English Department, North China Electric Power University 2#, Beinong Road, Huilongguan Town, Changping District, Beijing, China 102206

DOI:

https://doi.org/10.18533/journal.v6i4.1156

Abstract

Chinese businesses have realized the importance of publicity in foreign markets. However, the translation of Chinese corporate promotional materials is not of high quality so far. Problems in the translation may be caused by multi-facet factors, but the influence of formal equivalence theory on translators can be a big cause. Skopos theory shift translators’ attention from loyalty to the source text to the purpose of the target text, shedding a new light to translation studies. This paper discusses the application of Skopos theory in the translation of Chinese corporate promotional materials and explores the strategies and methods of translating corporate promotional materials from Chinese to English.

References

Chang Yutian (2010). Creative Translation of Business from Chinese to English. Beijing: University of International Business and Economics Press (in Chinese).

Lu, Xiaojun (2012). A comparison of Chinese and American Company Profile and translation. Chinese Translators Journal. No.1(in Chinese )

Newmark, P. (2001). A Textbook of Translation. Shanghai: Shanghai Foreign Language Education Press.

Nord, C. (2001). Translating as a Purposeful Activity: Functionalist Approaches Explained. Shanghai: Shanghai Foreign Language Education Press.

Reiss, K. (1981/2003). Type, kind and individuality of text: decision making in translation. Translated by S. Kitron, in L. Venuti (Ed.). The translation studies reader (pp. 160-171). London: Routledge.

Schäffner, C. (1997). From ‘Good’ to ‘Functionally Appropriate’: Assessing Translation Quality, Current Issues in Language and Society, Vol. 4, No 1, 1-5.

Shuttleworth, M. & Cowie, M. (1997). Dictionary of Translation Studies. Manchester, UK: St Jerome Publishing.

Venuti, L. (1995). The Translator’s Invisibility: A History of Translation. London & New York: Routledge.

Wu, Jian & Zhang, Yunfei (2011). Translation of Corporate Promotional Materials into English: A Multi-level Structuring Process. Shanghai Journal of Translators, No.1 (in Chinese).

Downloads

Published

2017-04-14

Issue

Section

Article