On C-E Translation Of Company Introductory Materials Based On Skopostheorie

Since China's entry into WTO, the degree of globalization has been mounting. International cooperation has brought us great economic interests, but also brings us an unprecedented shock. How to improve the advocating degree and quality to foreign countries is important for establishing good image, because this is the means and breakthrough point of extending companies'products and services in international market. In general, company introductory materials are crucial to establishing a good image, expand markets and build brands. Although many companies have fully realized the importance of English introductory materials, the quality of English introductions is still low, which hampered Chinese companies'effective communication with international market. Due to the special features of companies'foreign introductory materials, therefore, the traditional translation theory fails to satisfy the companies'needs. In view of this, this thesis will investigate the problem from the point of Skopostheorie.German Functional School has caused immense impact on modern translation. According to their researches, every action has a certain purpose. The purpose is the determinant element in the whole translation process. In other words, the goal justifies the means. There are three rules in Skopostheorie: the most important one is skopos rule, together with the coherence rule and fidelity rule. The latter two rules are subordinate to the former.The thesis takes Skopostheorie as its theoretical framework. It first introduces the theories of German Functional School, including thoese of Katharina Reiss, Hans J.Vermeer and Christiane Nord; then applies Skopostheorie into the translation of company introductory materials. Meanwhile, the thesis illustrates the characteristics and functions of company introductory materials, and makes a comparison between Chinese and English ones. The traditional translation theory emphasizes on"faithfulness"or"equivalent"between the source language and the target language. The translation cannot delete or modify the source text. Functional School insists verbal communication is a purposeful and meaningful activity. The translation should pay attention to practical information and the readers'response, and finally reaches the purpose of promoting a product or a brand. This paper will study company introductory materials from a new perspective, thus effectively applies theory to practice.