| Since the reform and opening up,and with the continuously deepening globalization,more and more multinational companies are investing in China.However,given the enormous differences in culture and social system between China and other countries,multinational companies must formulate appropriate localized publicity approaches to establish their own corporate images when accelerating their pushes into Chinese market.Translation activities play an important role in the publicity process among these companies.Good translation enables foreign companies to quickly integrate into Chinese market and effectively attract potential customers.Due to the high requirements of enterprise publicity for language transformation from linguistic dimension,cultural dimension and communicative dimension,translators should constantly adjust themselves according to the context while translating,so as to make better selections.The requirements are exactly in line with the translation concept of eco-translatology.So,the author decided to use eco-translatology to guide his translation practice.Scholars of eco-translatology put forward that the translation process is actually a process of "adaption and selection" of the texts,which means translation process is a selective activity that led by translators and based on the text,and for the purpose of the cross-cultural information transformation,translators in this background adapt to the ecological environment of the source texts and then transplant the texts by a series of selection activities.Meanwhile,the scholars came up with the translation idea that translators should put emphasis on the transformation from linguistic dimension,cultural dimension and communicative dimension in the process of translation to make the translation achieve the highest overall adaptability.Under the guidance of eco-translatology,this report takes the English-Chinese translation practice of series brochures from an American software company named Bentley System as an example to summarize the characteristics of enterprise publicity texts in terms of words,sentences and text,and explore the application of three-dimensional transformation at lexical,syntactical and textual level in the process of English-Chinese translation in enterprise publicity texts.Through the translation practice,the author finds that eco-translatology can effectively guide the translation of enterprise publicity texts,and under its guidance,good translation can be produced. |
