A Practice Report On C-e Translation Of Corporate Brochures In Light Of Verschueren’s Adaptation Theory

As global trade increases,an increasing number of Chinese corporates participate in the international market competition,so numerous corporate brochures are translated into English.However,improper translation of company brochures impacts negatively upon the company image and business information transmission.In this case,this report,based on the C-E translation experience on the brochures of Haichang Cultural Tourism Co.,Ltd.,Fosun Health Co.,Ltd.,and Yinlo Intelligence Co.,Ltd.,tries to solve the translation problems regularly encountered under the guidance of the Verschueren’s Adaptation theory.This report finds that the narrative perspective,rhetorical style,structure,and ideology vary greatly between Chinese brochures and English ones.Such different features lead to translation problems.Under the guidance of Verschueren’s Adaptation Theory,which investigates the context,structure,dynamics and salience of language,the report ensues to conclude four translation problems,namely cultural context default,improper sentence structures,inconformity of dynamic purposes,and improper salience of sound and ideology.Then,it further provides corresponding translation approaches such as paraphrase,condensation,reformulation,addition,imitation,omission,and transliteration plus literal translation in the framework of Verschueren’s Adaptation Theory,thus providing references for the translation texts in the same field.