Translation of Corporate Promotional Materials in View of Skopos Theory

Authors

  • Dr. Jing Zheng Faculty of English Department, North China Electric Power University 2#, Beinong Road, Huilongguan Town, Changping District, Beijing, China 102206

DOI:

https://doi.org/10.18533/journal.v6i4.1156

Abstract

Chinese businesses have realized the importance of publicity in foreign markets. However, the translation of Chinese corporate promotional materials is not of high quality so far. Problems in the translation may be caused by multi-facet factors, but the influence of formal equivalence theory on translators can be a big cause. Skopos theory shift translators’ attention from loyalty to the source text to the purpose of the target text, shedding a new light to translation studies. This paper discusses the application of Skopos theory in the translation of Chinese corporate promotional materials and explores the strategies and methods of translating corporate promotional materials from Chinese to English.

References

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Wu, Jian & Zhang, Yunfei (2011). Translation of Corporate Promotional Materials into English: A Multi-level Structuring Process. Shanghai Journal of Translators, No.1 (in Chinese).

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Published

2017-04-14

Issue

Vol. 6 No. 4 (2017): April

Section

Article

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