A Report On The C-E Translation Of Corporate Publicity Materials From The Perspective Of Translation Memetics

With China’s fast growth in economy and opening up,small and medium-sized enterprises for import and export trade have developed rapidly.To expand their influence and attract foreign customers,these enterprises are in urgent need of translating their publicity materials into English.Translation memetics takes translation activities,concepts and viewpoints of translation theories as its research objects.Its summary and classification of translation strategies can provide a systematic framework for strategy memes which are practical and operable to be used to guide the translation practice.The business case introduction on the corporate website,as the publicity material,aims at providing effective information to attract target foreign customers.From the perspective of translation memetics,it can be regarded as the intercultural communication conducted with languages as the carrier.Therefore,this report aims to apply translation memetics to the translation of business case introduction so as to explore the strategies of translating enterprise publicity materials,which are believed to make the translated text more accurate and concise,and arouse the interest of target readers.Under the guidance of translation memetics,the author makes a comparison between English and Chinese languages,and the needs of domestic and foreign readers.And the application of translation memetics in translating corporate publicity materials is analyzed with carefully-selected examples from three levels: grammatical,semantic and pragmatic.The author finds that appropriate translation strategy memes can be effective in guiding the translation of corporate publicity materials: grammatically reorganizing the sentence structure,changing part of speech and shifting the unit make the translation more readable and idiomatic;semantically using synonym and changing the emphasis make the target text more natural,smoother and more focused,thus helping foreign customers get useful information;and pragmatically manipulating information improves the conciseness,explicitness and understandability of the translation.By analyzing the strategy memes applied in this translation practice,the author concludes that translation memetics is applicable to translate corporate publicity materials.Moreover,the translator can flexibly choose strategy memes according to the characteristics of the source text and the goal of translation,so as to produce highquality translations that can not only accurately convey information,but also meet readers’ reading expectations.And it is hoped that the report could provide references for Chinese-English translation of corporate publicity materials and the application of translation memetics.