从交际语境顺应的角度浅谈企业简介的翻译

近年来，由于西方金融危机、经济衰退等原因，美元不断贬值。这给本土企业的出口带来了极大的困难。因此，中国企业必须重视市场宣传策略的选择。其中，一份有效的企业简介是十分重要的。
由于中西方文化和语言的巨大差异，我国企业简介的翻译经常出现不足。因此，研究我国企业简介的翻译具有重大的意义。从交际语境顺应论视角下，本文引用了大量企业简介中英文版本，并从交际语境顺应角度下进行分析。具体来说，本文从三个方面研究了这些交际语境顺应问题。在心智世界方面，侧重对西方顾客期望及思维模式的顺应。在社交世界方面，侧重对西方商业文化、价值观的顺应。在物理世界方面，侧重对西方地名、时间及度量使用方式的顺应。
通过以上研究分析，作者得出结论：在企业简介翻译中，交际语境顺应的目的是为了让译本能够达到与原文相同的语用效果，以准确地介绍公司基本信息并有效吸引顾客。
关键词：  企业简介翻译，交际语境顺应，心智世界，社交世界，物理世界
Translation of Company Profiles from the Perspective of Communicative Context Adaptation
Abstract
     In recent years, the value of dollar has been debasing for many reasons, such as financial crisis and economic recession in western countries, which makes export more difficult for domestic companies. Thus, companies in China should pay attention to their market campaign strategies among which an effective company profile is of great importance.
Because of the huge cultural and language differences between China and western countries, the translation of the Chinese company profile often encounters various kinds of translation inadequacies. So making researches on the translation of company profiles really makes great sense. From the perspective of Communicative Context Adaptation, this paper cites a lot of Chinese versions and English versions of company profiles and makes analysis based on them. To be specific, this paper discusses these problems in three aspects. At the aspect of mental world, this paper focuses on how to adapt to western customer’s expectation and mode of thinking. At the aspect of social world, this paper focuses on how to adapt to western commercial cultural and values. At the aspect of physical world, this paper focuses on the adaptation to westerners’ way of using place name, time and measurement.
Based on the studies above, the author comes to a conclusion: in the process of company profile translation, the aim of communicative context adaptation is to achieve the same pragmatic effect as the original text，introducing the basic information of the company correctly and attracting clients effectively.
Key words:  company profiles translation, communicative context adaptation
            mental world, social world, physical world

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