C-E Translation Of China’s Alcoholic Drinks Introductions:Problems And Solutions

Competition among China’s liquor makers is fierce in recent years. Confronting not only domestic but also foreign competitors, they are making less profit. In this regard, many producers have the urge to develop the international market. And it’s imperative for them to improve the translation quality of alcoholic drinks introductions to attract more overseas customers.China’s alcoholic drinks introductions aim to market the product by the fulfillment of informative, appellative and aesthetic functions. Since the English version bears the same goal, according to "Skopos" rule and "adequacy", the intended functions should be adequate to the original ones.Under the guidance of Skopostheorie, regarding the fulfillment of informative, appellative, and aesthetic functions, the author has analyzed about40China’s alcoholic drinks introductions and then found six kinds of translation errors:1) improper transliteration of proper names;2) semantic deviation in tasting notes:3) poor translation of four-character structure;4) inconsistency of honorary titles;5) literal translation of culture-loaded expressions;6) excessive use of It-pattern sentences. To be adequate to the original functions, six corresponding solutions are proposed as1) to adopt transliteration with notes;2) to choose words according to proper meaning;3) to adopt nominalization or conjunctions;4) to take authoritative honorary titles;5) to use target reader-oriented expressions;6) to enrich varieties of expression.The analysis of similar examples proves that the solutions proposed are practical in overcoming C-E translation problems of China’s alcoholic drinks introductions, and also valuable to relevant theory and practice.