On Problems And Countermeasures In C-E Translation Of Chinese Companies’ Publicity Material

The C-E translation quality of companies’publicity materials in China has raised more and more concerns. This thesis analyzes typical translation problems, puts forward two frameworks to guide the translation and then comes up with corresponding countermeasures under the guidance of Relevance-Adjustability Theoretic Approach. This thesis selects28mistranslation examples from Chinese companies’publicity materials on the list of Fortune Chinese500in2013, which are categorized into3typical translation problems:1) improperly translated expressions with company characteristics,2) improperly translated expressions with political characteristics, and3) mistranslation of awards and honorary titles.These problems arose because translators do not seek relevance with source texts in discourse-interpreting communicative process and do not take target readers’ acceptability into consideration in discourse-producing communicative process. This thesis proposes corresponding countermeasures, as1) Adding Information to Reach Optimal Relevance;2) Seeking Optimal Relevance in Discourse-Interpreting Process to solve the first translation problem, and1) Deletion and Literal Translation with Notes to Adapt to the Social-cultural Context;2) Adding Cohesion to Adapt to Language Structure to the second translation problem, and Following the Original Translated Versions of Honorary Titles to solve the last one. This thesis aims to improve the quality of English publicity materials, and help the companies communicate with foreign organizations more freely.