英语专业毕业论文范文2

EXPLORING THE PRINCIPLES OF TRANSLATION OF COMPANY PROFILES1. Contexts1.1 Introduction of the source language textsThe texts of the translation pracice is selected from webpages of eight renowned dairy companies, including YILI, MENGNIU, Wondersun etc. these webpages are concerned with the background information, including the establishment and development history; employees and structures; target customers; products and service; prospect and cooperation invitation. In these texts, there are accurate numbers and terminology, sprightly rhythms and ingenious rhetorical expressions. In adition, the texts bring information of the business information to readership in an endeavour to make an deep impression and agigate for a better sense identity and sale volume.With the acceleration of the global economic integration，more and more Chinese companies have been aware of the importance and necessity of creating English web pages. The primary materials of translation from Chinese to English are the company profiles. Company profiles are the business cards of companies and windows through which it is convenient for customers to learn about companies. The translation quality of company profiles determines whether the companies can draw the customers attention. However, because of the massive difference of the translators English proficiency, translation perspective, cultures, language use and cognitive modes, there are some mistakes caused by pragmatic failures, including sociopragmatic failure and pragmalinguistic failure (Peter Newmark, 1989: 23). These mistakes have a severe impact on the effect of target language. Therefore, the translator chose company profiles for translation in an endeavor to explore the principles and strategies of translation of company profiles. Categorized as a popular business practical wrting in style, the SL material disseminates and popularizes knowledge of science and technology in plain, vivid and clear language. Also, a company profile is an information incited text in type. Thus, the texts selected from the web pages are intended for the general public, and carry with them some culture-specific words. In spite of different companies, all the profiles are almost of the same genre, style and language register, making it possible a uniform interpretation of the original style and a coherent use of translation techniques in manipulating the source texts.Here are two typical excerpts from the source text:Ex1: 香港明一国际集团是集研发、生产、营销及服务于一体的大型国际企业集团。在大陆拥有现代化的奶源基地、营养食品基地、乳制品生产基地，并拥有食品质量检测中心、食品科技研发中心，还拥有大型物流中心、客户服务中心、员工培训中心。Ex2: 面向未来，雅士利人正以崭新的姿态站在新的起跑线上，高扬“谋持续增长，创百年品牌”的鲜红旗帜，以其雄厚的实力、创新的活力、文化的魅力展现在世人面前。The dual nature of the original texts is clearly presented in the two paragraphs. In paragraph one, the explicit description and the technique that manifest the commercial nature of the text, showing an objective introduction, demonstrate the popular features of the text(in sentence 1). With concise, logical, compact and objective words and a lot of terminology, and simple present tense in grammar, the text achieves the informative function. Also, in paragraph two, without any difficult terminology, the text introduces the bright future of the company (in sentence 2). The words are vivid, subjective and attractive, which can draw the customers attention. All these contribute to the vocative function of company profiles. It is popular in the Chinese society but is rarely used by the western people. The above analysis boils down to the claim that the original text disseminates companies by using intelligible words, simple structures, sprightly rhythms and ingenious rhetorical devices. This deliberate style of writing aims to shorten the distance between the writer and the reader, and make companies more appealing and understandable to the ordinary people. Indeed, freedom from abstruse commercial theories and laborious writing style divorces this textual material from specialized product introduction articles, and can attract the majority of people from all walks of life.Because of the features of the company profiles, meaning informative and vocative, several mistakes appear in the process of translation. Firstly, improper translation due to overdependence on the SL., including translationese and redundancy caused by translating word by word; Secondly, mistranslation and undertransaltion caused by freedom from the SL; Most importantly, sociapragmatic failure and pragmalinguistic failure caused by cultural differnces neglect.For reasons mentioned above, both the linguistic and cultural factors in translation will be focused on as well as the choice of translation strategies and examples offered.1.2 Theoretical frameworkTranslation is the communication of the meaning of a source-language text by means of an equivalent target-language text (Wikipedia:Translation). According to Eugene A. Nida, the renowned American translation theirist, “translating consists of the source language message, first in terms of language and secondly in terms of style” (1969/ 1982:12). This is called dynamic equivalence theiry. Meanwhile, the successful translation should be according to the type of the texts.Peter Newmark, a great English translation theorist. He analyzed the translation of the three functional languages expressive, informative, and vocative (Nida 1969/1982: 56). In general, company profiles cover background information, employees and organization structures, customers and service, significant events and cooperation invitation. The first five items belongs to informative words and the last one belongs to the vocative words. A company profile is a way of marketing publicity, focusing on customers (Kolter, 2004). Therefore, company profiles consider the target audience as primary element and are organized at the customer-centered concept . According to Peter Newmark, company profiles translation should follow the translation principles(1989:87): ideal style would be epected, which means the first five items should be expressed objectively and concisely and the last item should be expressed in persuasive words; general, plain, specific and factual words are used; text emphasis should be the target audience; focus should be the potential audience; equivalent-effect method: factual mainly; unit of translation should be selected according to the situation. For The informative part, sentence should be selected as the largest unit, while the less informative one, paragraph should be selected as the unit; loss of meaning should be according to the cultural background; key words retain: token words should be retain and explained; usual metaphors should be explained or recreated.Considerring that the main purpose of translation of this genre is to increase the understanding between different cultures, it is justified to use the principles of Peter Newmark, icluding the ideal style, text emphasis, equivalentce, flexible choice of unit, key word retain and usual explaining and recreation of metaphors, to get a natural translation of SL. 2. Problems caused by linguistic factors and their coping strategiesChinese and English are of the quite different kind of languge. Chinese is a kind of paratactic language, which is characterized by parataxis, which means several sentences with associative meaning can be connected by coma punctuations to form a compound one without any conjunctions under the inner logic. However, English is a kind of hypotactic language, which means its linking of linguistic elements of words, phrases and clauses is achieved by syntactic devices for over textual cohesion. This feature manifests itself in some long sentences with dense information realized in complicated structures. Therefore, in the translation process, the translator was not carried away by the original complex structure. Instead, she saw through the internal logical connections of the sentence elements and conveyed the information in natural and authentic English. Thus, to deal with C-E translation problems in linguistics, restructure of the sentence, change of order of words and phrases and a clear subject should be considered.For instance, Ex.1.平均每年70%的惊人增长速度，让圣元这个年轻的品牌飞速闯进中国婴幼儿奶粉市场份额前三强 (中华商业信息中心CIC2008年5月份数据显示，圣元在中国婴幼儿奶粉市场份额达到10.66%，位居第二位)，营销网络遍布全国30个省市的233个区县。SYUT, an enterprise collecting R&D, producing, sales and consulting of infant dairy, had entered the top three in the Chinese infant diary market share at the growth rate of 70%( Data of CIC in May, 2008 showed that SYUTs market share had reached 10.66, ranking as the second), since its establishment in Olympic Sailing City-Qingdao in 1998. Our marketing network covers 2336 counties scattering in 30 provinces and cities.In this long sentence, there are two subjects: “速度”and “营销网络”. However, both the two word are mentioned to introduce SYUT. Therefore, translator takes SYUT as subject of the first part and as the attribute in the second part. And then, translator takes time and other numbers as the adverbial. As a result, Translator puts the fragment information in order and the version becomes much more coherent. Ex.2.雅士利集团从诞生之日起，秉承“以质量求生存，以信誉求发展”的企业宗旨，一贯恪守“铸造精品，倡导健康，持续改进，满意全球”的质量方针，以“让人类用上放心的健康食品”为己任，不停探索，不停追求，现已发展成为“中国食品安全十强企业”、“广东省高新技术企业”、“广东省百强民营企业”、“广东省知识产权优势企业”、“中国品牌建设十大杰出企业”。 YASHILI Group strives for the survival by the quality, credibility and development since its birth and is committed to the quality policy of producing the best, advocating health, continuing improvement, and satisfying international markets. We take “to produce the safe food for human beings” as our commission. With our continuous efforts, the Group has developed into one of the Top 10 Enterprises of Food Safety in China, Guangdong High-tech Enterprises, Top 100 Private Enterprise in Guangdong, Guangdong Preponderant Enterprise in Intellectual Property, Ten Outstanding Brand-building Enterprises in Guangdong.In this sentence, there are only one subject-“雅士利”, however, there are three predicate verb-“秉承、恪守、以为己任、发展为” and even each verb has more than one object. To deal with it, translator replaces the subject by “we” and “the group”. The objects are connected by comma and some conjunctions. Therefore, the version seems much coherent.Ex.3.每一个产品都要经过十几道检测关卡，以确保产品的品质和安全；公司投入千万元巨资，建立起国内一流的中心实验室，引进了国际先进的检测设备，实现对乳制品以及其它产品各项指标的全面检验，严格保证产品符合各项营养指标；集团倡导“人才是我们最重要的资产”，大胆启用人才，吸引了一大批善于经营、精通管理的各类专业人才，聘请10多位著名营养专家和乳制品专家为技术顾问；建立一整套信息化管理系统，全面导入CIS和“5S”管理模式，中心实验室顺利通过国家实验室CNAL认证，获得国家认可委员会颁发的实验室认可证书；同时，集团分别通过ISO9001质量管理体系、HACCP食品安全管理体系、ISO14001环境管理体系、OHSAS18001职业健康安全管理体系和国家AAAA级企业良好行为标准等多项先进管理体系认证，各系列产品分别获得QS食品质量安全生产许可证。To guarantee quality and safety, we examine each product through over ten programs; we make great investment in building first-ranking central lab; to guarantee all products accorded with the indexes. We introduce the global advanced detection facilities to fully examine indexes of dairy and other products; we believe “ talent is our primary assets, attract a lot of skilled managers and specialists for business and engage about 10 famous nutritionist and dairy experts as our technical consultant; we build a full set of DYX and introduce CIS and 5S. Our central lab has been approved by CNAL, and got the certificate. In addition, YAHSHILI has been approved by ISO9001, HACCP, ISO4001, OHSAS18001 and the National AAAA- level Enterprise of Good Behavior Standards. Our products have won QS certificate.This part mainly introduces the equipments of the company. The repeated mention of the company may lead to a gap between the company and the audience. Therefore, “we” becomes the only subject to narrow the gap. In addition, the part is divided into several small parts to introduce each one. Ex.4.绿色奶源基地位于北纬45°48°之间，世界仅存的三大黑土带之一，是国际公认最适合养殖奶牛的天然牧场,水草茂盛，资源丰富，无任何污染！该地区牧场饲养的奶牛所产牛奶，营养丰富，脂肪、蛋白质及微量元素等营养素含量综合评价要略优于其它地区。被业界称之为生产优质鲜牛奶的奶牛天堂。Our green milk source base is located between 45°N48°N, which is among the only three black earth terrains in the world and is a natural pasture reputable for lush grasses, rich resources, and no pollution. The milk given by our dairy cow contains better fat, protein and microelement. Therefore, it is credited as cows heaven producing high-quality fresh milk.This part can be divided into three parts according to the main points. There are three main points-the base, the milk and the assessment on the base. The first two parts lead to the last conclusion. The less important parts are located as the attributive clause. The gap between the habitual expressions of Chinese and English makes it impossible for the translator to achieve a good translation if she follows exactly the original syntactic pattern. In C-E translation, a fragment Chinese sentence with a large amount of information should be translated into a coherent English sentence with clause or conjunction or other connecting words to achieve a sensible flow of information. Restructuring of the sentence, changing of order of words and phrases and a clear subject should be considered. Just as professor Li Changshuan mains, “ the way to translatecomplicated sentence groups is to construe the structure of the sentence groups and then rebuild them” ( 2009).3. Problems caused by cultural factors and their coping strategies3.1Culture-unique wordsThe word that carries the meaning of a cultural trait particular to a certain socio-cultural community, that is, whose reference is a unique thing or conception, and therefore that has no corresponding equivalent in other communities, when it is used in cross-cultural communication, is called cultural word. These words are produced by national psychology, customs, and social reform. For a company profile, culture-unique words are used quite frequently because it is also a way to publicize a culture. The full understanding of cultural words and the adoption of appropriate translation approaches in different situations are vital to achieve a faithful and natural translation. Refer to five examples from the material:Ex.1. 1998年，集产品研发、生产、销售、咨询服务为一体的专业婴幼儿乳品企业青岛圣元乳业有限公司在美丽的奥运之城青岛诞生。SYUT, an enterprise collecting R&D, producing, sales and consulting of infant dairy , had entered the top three in the Chinese infant diary market share at the growth rate of 70%( Data of CIC in May, 2008 showed that SYUTs market share had reached 10.66, ranking as the second), since its establishment in Olympic Sailing City-Qingdao in 1998.“奥运之城青岛” seems familiar to the source language audience. However, target audience may be confused with this phrase. So when translator translated it, she added the specific events held in Qingdao and translated it as Olympic Sailing City-Qingdao.Ex.2. 2010年6月，随着科技创新等方面的持续投入以及世博效应的逐步释放，伊利集团的品牌价值在今年空前大涨，品牌价值逼近300亿元，轻松摘得了中国乳企品牌价值的“七连冠”。 Our brand value surges unprecedentedly, nearly RMB 30 billion and ranked the first for successive seven years in Chinas diary industry.“七连冠” is a popular noun phrase used in company profiles. If it is translated word for word as“ seven consecutive championships”，different interpretations may be aroused. Some will regard it as seven persons. Therefore, to avoid misunderstanding, translator paraphrased it as ranked the first for successive seven years.Ex.3.公司始终以“公司+农户”的产业化模式、依靠科技创新，实施名牌战略，已发展成为农业产业化国家重点龙头企业、陕西省农业产业化龙头示范企业，跨入了全国乳品十强企业行列，并被国家有关部委认定为“中国学生奶饮用奶定点生产企业”. We have evolved into the National Key Leading Agricultural Industrialization Enterprise, Shaanxi Leading Industrialized Agricultural Demonstration Enterprise, one of the national Top 10 Dairy Enterprise, Designated Milk Production Enterprise for Chinese Students.“龙头企业” means the company plays a leading role in the industry. However, in Chinese culture, dragon means the leadership. However, in western culture, dragon means a monster. To avoid the change of the meaning, translator takes “leading” instead of the metaphor. Ex.4. 市委、市政府授予企业“纳税状元单位”称号，“经济快速发展突出贡献奖”. The Municipal Committee and Municipal People's Government granted Mengniu Largest Taxpayer and the Outstanding Contribution to Rapid Economic Development.“状元” means the person who does best in his profession. It is difficult for target audience to understand it if it is transliterated. Largest Taxpayer expresses the companys contribution vividly.In the above examples, it is seen that the principles of Peter Newmark, icluding the ideal style, text emphasis, equivalentce, flexible choice of unit, key word retain and usual explaining and recreation of metaphors, to get a natural translation of SL can be used in various ways in order to achieve a natural and equivalent version. 3.2Idiomatic expressionsIdiomatic expression, as a special form of language carrying one nation's individualities with it, can be a real headache for translators sometimes. Idomatic expressions are aften used in the concept, culture, prospect and aims in the company profiles. The words are quite subjective and agitated. The Chinese idiomatic expressions achieve this effect by using intelligible word, simple structures, sprightly rhythms and ingenious rhetorical devices.But with an accurate comprehension of the meaning and implication of the given expression in the original context, translators can do their best to retain its vividness and information in the language to be translated into. For instance, Ex.1. 雅士利集团从诞生之日起，秉承“以质量求生存，以信誉求发展”的企业宗旨，一贯恪守“铸造精品，倡导健康，持续改进，满意全球”的质量方针，以“让人类用上放心的健康食品”为己任，不停探索，不停追求，现已发展成为“中国食品安全十强企业”、“广东省高新技术企业”、“广东省百强民营企业”、“广东省知识产权优势企业”、“中国品牌建设十大杰出企业”。 YASHILI Group strives for the survival by the quality, credibility and development since its birth and is committed to the quality policy of producing the best, advocating health, continuing improvement, and satisfying international markets. We take “to produce the safe food for human beings” as our commission.In this sentence, “以质量求生存，以信誉求发展” is the concept of the company with tidy syntax and concise diction. Therefore, the target language should ahieve almost the same effect. Translator took “发展” as a noun to make the sentence much cleaner.Ex.2. 面向未来，雅士利人正以崭新的姿态站在新的起跑线上，高扬“谋持续增长，创百年品牌”的鲜红旗帜，以其雄厚的实力、创新的活力、文化的魅力展现在世人面前。Looking into the future, YASHILI is standing at the starting line with the mission of seeking continuous growth, and creating the centenary brand. YASHILI will present its strong power, innovation vigor, and cultural charm in front of the world.Ex.3. 站在新的起点上，完达山将以“取自然精华、强国民体魄、兴民族乳业、壮中华国威”为己任，继续为中国民族乳品工业的持续、快速、健康发展做出更多更大的贡献。Standing at the new starting line, Wondersun takes collecting natural essence, strengthening national physique, promoting national dairy industry and spreading national prestige as its commission and will make more contributions to sustained, rapid and sound development of national dairy industry. In these two sentences，“谋持续增长，创百年品牌” is the aim of the company with concise and tidy diction. The translator used “ ing ” to make the expressions much more natural.Ex.4. 作为国家级农业产业化重点龙头企业，光明乳业长期以来秉承“创新生活、共享健康”的企业使命，始终以领先变革的首创精神，锐意进取、不断创新，在打造中国新鲜品第一品牌的事业中取得了一定的成绩。As a National Key Leading Enterprise of Agricultural Industrialization, Bright Dairy always takes innovation for life and sharing health as its mission with initiative of leading change and forging ahead. As a result, we achieved a lot in creating the best fresh food. In this sentence, antithesis is used to express a commission of the company effectively. To ahieve the similar effect, the translator used nous and “ ing ” instead of “创新” and “共享”.In these four examples, we can see that the underlined phrases have the common features: concise, rhythmic, simple and intuitive. It is the features that makes translation becomes much more difficult. How to make it understood as easy and comfortable as source language? Here, translator takes several measures. In example 1, translator integrated the two nouns as object of the same subject. In example 2,