Solutions To Problems In C-E Translation Of Enterprise Brochures

With the rapid development of global economic cooperation, Chinese enterprises have gained increasingly opportunities to integrate into the international market. The English versions of enterprise brochures help Chinese enterprises establish their corporate image in the international area. They are the indispensable part of enterprise propaganda materials, which is an epitome of enterprise image, performance and culture. The translation of enterprise brochures is not only the conversion between different languages, but also the communication between different cultures. A qualified English brochure can leave a good first impression of the enterprise on its potential customers and investors. However, there exist many translation problems in the Chinese-English translation of enterprise brochures, which hinders the fulfillment of the promotion function of enterprise brochures. In the process of translating Chinese enterprise brochures, the translator should take target language’s linguistic features and culture into account. A proper form and expression based on the conventions of the enterprise brochures in the target language can create more opportunities for success.Firstly, the author states the writing motivation, the importance of the paper as well as the method of data collection. Based on two cases of Xiangtan Electric Group Co. Ltd.(XEMC) and Hong Tai Generator Company(HTGC), the author analyzed the informative function and vocative function of the source brochures. In addition, the differences of enterprise brochures between Chinese and English have been compared on the lexical level and syntactical level.Then, the author analyzed the linguistic and cultural problems of the brochures with XEMC and HTGC, such as wrong wording, no logic connectives and neglecting cognitive differences. The author believes that these translation problems result from the translator’s lack of awareness of the text type and its function.Finally, the author emphasizes the priority of text type analysis and function in the process of enterprise brochure translation. Besides, the target text should be adapted to the target readers’convention. The advised translation strategies include literal translation and free translation. Addition, deletion and reconstruction are involved in favorable translation techniques. All of these solutions of enterprise brochures serve to maximize translation quality and to achieve the intended function of the translation.