功能目的翻译理论视角下的企业简介翻译
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摘要
随着全球化的不断推进和我国经济的迅猛发展,越来越多的企业参与到国际竞争中,希望在国际市场中括展自己的产品和服务。企业简介在树立良好的企业形象、拓展国外市场、打造世界性知名品牌中有着举足轻重的作用。虽然很多企业已经充分认识到了企业英文简介的重要性,但其英译简介仍然存在诸多方面的问题,阻碍了中国企业与国际市场潜在客户的有效沟通和交流。因为企业外宣资料的特殊目的和功能,使得传统的翻译理论无法满足企业外宣资料翻译时的全部需要,基于以上原因,本文将从功能目的论角度对企业简介的英译进行分析探讨。
与传统的翻译理论相比,德国的功能翻译学派为翻译研究提供了一个新的视角。根据功能翻译学派的理论,任何行为都具有目的性,翻译的目的决定翻译过程:即目的决定方法。功能翻译学派同时也主张翻译方法和翻译策略必须由译文预期的目的或功能来决定。目的论是功能翻译学派的一个重要理论,目的论有三个重要法则,其中目的性法则是首要法则,另外两个是连贯法则和忠实法则,连贯法则和忠实法则都要服从于目的法则。德国功能翻译学派提出的这些观点对指导企业简介的翻译有着重要的意义。
本文以功能目的论为理论框架,简要介绍了德国功能翻译理论学派的发展历程和几位代表人物,如凯瑟林娜·赖斯、汉斯·威密尔、克里斯蒂安·诺德等的学术观点,并以功能目的论的基本原理为基础,将其运用到分析企业简介的翻译实践中。
与此同时,本文阐述了企业简介的功能和目的,并从中西方文化层面和语言层面上的差异对比分析了中英文企业简介。传统的翻译理论强调译文对原文的“忠实”或与原文“等值”的翻译原则,源语在目的语中不能随意删减或改译。而德国功能翻译理论学派则认为,言语交际是一种有目的、有意义的活动,由于文化背景、思维方式、表达习惯上的差异,源语作者采用的语篇形式如果直接逐字对应翻译,则译文可能不会达到源语作者的预期目的。企业简介属于实用文本的范畴,其重点在于为读者提供一些实用信息,比如公司历史、经营性质、产品或服务范围、企业文化等;此外,企业简介还起着宣传介绍的功能,要在译语语境中使目标读者对该公司的产品或服务留下深刻的印象,最终达到促使其购买产品或进行合作的目的,因此简介兼具信息功能和呼唤功能。通过对企业简介译本的初步分析,作者认为传统翻译理论过于拘泥于“忠实”和“等值”,未考虑中西语言和文化差异等因素,影响了企业的宣传效果,而功能翻译理论则强调在翻译过程中从译语读者角度出发,根据译文的预期目的决定翻译原则和翻译策略,所以中国企业简介的英译可采用功能翻译理论为理论依据。
本文期望为企业外宣资料的英译研究提供一个新的视角,从而达到抛砖引玉的效果,以便今后有更多的功能目的翻译理论的学术成果运用到该领域的研究中。
With the rapid development of globalization and China's boom in economy, an increasing number of Chinese companies have joined in the global market's competition. Company profile plays a critical important role in building a good corporate image, promoting its products and services in the global market and publicizing the company. Although many companies have realized the importance of English company profile, the quality of their bilingual profiles are unacceptable due to some problems and errors in cultural and linguistic levels, even some are translated word-for-word. Company profile, as a special text type, aims at projecting a good company image, promoting its products and services and improving the competitiveness of the company in the global market. Due to the special purpose and function of company profile, the traditional translation theory can no longer achieve the purpose and function successfully. Therefore, in this thesis, the author employs functionalism, the guiding theory, for the study of C-E (Chinese- English) translation of company profiles.
Functionalism, especially the Skopostheorie, opens up a new perspective for translation study. According to this theory, since every action has a certain skopos (purpose), translation is no exception. The purpose is the determinant factor in the whole process of translation. Expected translation purpose should be the guidance of choosing translation strategy. That is, the end justifies the means. There are three rules in Skopostheorie, and the skopos rule is the top-ranking rule among the three. The coherence rule and fidelity rule are subordinate to the skopos rule. The basic concepts of functionalist approaches have significant impact on the C-E translation of company profiles.
The theoretical framework of this thesis is Functionalism which was put forward by German scholars including Katharina Reiss, Hans J. Vermeer, Justa Holz Manttari, and Christiane Nord. In order to have a better understanding of the characteristics of Chinese and English company profiles, the author makes a comparative analysis of the two from cultural and linguistic perspectives. After analyzing the problems and errors of C-E translation of company profiles, the author provides a case study to illustrate the translation strategy applied in the translation process of C-E company profiles.
According to the functionalist approach, the C-E company profile translation is not merely a linguistic process. Guided by the translation brief and taking the skopos into consideration, translators should regard the source text just as the source of information and adopt different translation strategies according to different situations in the translation process.
In order to explore the issue of C-E translation of company profile deeply, systematic and in-depth study should be further explored by scholars and translators.
与传统的翻译理论相比,德国的功能翻译学派为翻译研究提供了一个新的视角。根据功能翻译学派的理论,任何行为都具有目的性,翻译的目的决定翻译过程:即目的决定方法。功能翻译学派同时也主张翻译方法和翻译策略必须由译文预期的目的或功能来决定。目的论是功能翻译学派的一个重要理论,目的论有三个重要法则,其中目的性法则是首要法则,另外两个是连贯法则和忠实法则,连贯法则和忠实法则都要服从于目的法则。德国功能翻译学派提出的这些观点对指导企业简介的翻译有着重要的意义。
本文以功能目的论为理论框架,简要介绍了德国功能翻译理论学派的发展历程和几位代表人物,如凯瑟林娜·赖斯、汉斯·威密尔、克里斯蒂安·诺德等的学术观点,并以功能目的论的基本原理为基础,将其运用到分析企业简介的翻译实践中。
与此同时,本文阐述了企业简介的功能和目的,并从中西方文化层面和语言层面上的差异对比分析了中英文企业简介。传统的翻译理论强调译文对原文的“忠实”或与原文“等值”的翻译原则,源语在目的语中不能随意删减或改译。而德国功能翻译理论学派则认为,言语交际是一种有目的、有意义的活动,由于文化背景、思维方式、表达习惯上的差异,源语作者采用的语篇形式如果直接逐字对应翻译,则译文可能不会达到源语作者的预期目的。企业简介属于实用文本的范畴,其重点在于为读者提供一些实用信息,比如公司历史、经营性质、产品或服务范围、企业文化等;此外,企业简介还起着宣传介绍的功能,要在译语语境中使目标读者对该公司的产品或服务留下深刻的印象,最终达到促使其购买产品或进行合作的目的,因此简介兼具信息功能和呼唤功能。通过对企业简介译本的初步分析,作者认为传统翻译理论过于拘泥于“忠实”和“等值”,未考虑中西语言和文化差异等因素,影响了企业的宣传效果,而功能翻译理论则强调在翻译过程中从译语读者角度出发,根据译文的预期目的决定翻译原则和翻译策略,所以中国企业简介的英译可采用功能翻译理论为理论依据。
本文期望为企业外宣资料的英译研究提供一个新的视角,从而达到抛砖引玉的效果,以便今后有更多的功能目的翻译理论的学术成果运用到该领域的研究中。
With the rapid development of globalization and China's boom in economy, an increasing number of Chinese companies have joined in the global market's competition. Company profile plays a critical important role in building a good corporate image, promoting its products and services in the global market and publicizing the company. Although many companies have realized the importance of English company profile, the quality of their bilingual profiles are unacceptable due to some problems and errors in cultural and linguistic levels, even some are translated word-for-word. Company profile, as a special text type, aims at projecting a good company image, promoting its products and services and improving the competitiveness of the company in the global market. Due to the special purpose and function of company profile, the traditional translation theory can no longer achieve the purpose and function successfully. Therefore, in this thesis, the author employs functionalism, the guiding theory, for the study of C-E (Chinese- English) translation of company profiles.
Functionalism, especially the Skopostheorie, opens up a new perspective for translation study. According to this theory, since every action has a certain skopos (purpose), translation is no exception. The purpose is the determinant factor in the whole process of translation. Expected translation purpose should be the guidance of choosing translation strategy. That is, the end justifies the means. There are three rules in Skopostheorie, and the skopos rule is the top-ranking rule among the three. The coherence rule and fidelity rule are subordinate to the skopos rule. The basic concepts of functionalist approaches have significant impact on the C-E translation of company profiles.
The theoretical framework of this thesis is Functionalism which was put forward by German scholars including Katharina Reiss, Hans J. Vermeer, Justa Holz Manttari, and Christiane Nord. In order to have a better understanding of the characteristics of Chinese and English company profiles, the author makes a comparative analysis of the two from cultural and linguistic perspectives. After analyzing the problems and errors of C-E translation of company profiles, the author provides a case study to illustrate the translation strategy applied in the translation process of C-E company profiles.
According to the functionalist approach, the C-E company profile translation is not merely a linguistic process. Guided by the translation brief and taking the skopos into consideration, translators should regard the source text just as the source of information and adopt different translation strategies according to different situations in the translation process.
In order to explore the issue of C-E translation of company profile deeply, systematic and in-depth study should be further explored by scholars and translators.
引文
Bassnett, S. and Lefevere, A. 2001. Constructing Culture [M]. Shanghai: Shanghai Foreign Language Education Press.
Brown, G and Yule G. 2000. Discourse Analysis [M]. Beijing: Foreign Language Teaching and Research Press.
Brusaw, Charles T and Oliu Walter E. 2000. The Business Writer’s Handbook [M]. New York: St. Martin’s.
Cartford. J. C. 1965. A Linguistic Theory of Translation[M]. Oxford: Oxford University Press.
Gentzler, E. 2004. Contemporary Translation Theories [M]. Shanghai: Shanghai Foreign Language Education Press.
Hackett, A. 2003. How to Develop an Effective Company Profile- and Why, Retrieved Oct 18, 2005, from website: http://www.webpronews.com/ebusiness/smallbusiness/wpn-2-20030628
Hermans, T. 2002. Cross-cultural Transgressions Research Models in Translation Studies II: historical and ideological issues. Manchester[M]. UK & Northampton, MA: St. Jerome Pub.
Klein, K. 2005. Company Profiles. Retrieved Oct 18, 2005, from website: http://www.WebForging.com
Lefevere, A. 2004. Translation Rewriting and the Manipulation of Literary Fame. [M]. Shanghai: Shanghai Foreign Language Education Press.
Martin Joos, 1961. The Five Clocks. [M]. Shanghai: Shanghai Foreign LanguageEducation Press.
Munday, J. 2001. Introducing Translation Studies-Theories and Applications[M]. London: Routledge.
Newmark, P. 2001. Approaches to Translation[M]. Shanghai: Shanghai Foreign Language Education Press.
Nida, E. A. 1976. A Framework for the Analysis and Evaluation of Theories of Translation[M]. Shanghai: Shanghai Foreign Language Education Press.
Nida, E. A. 1982. The Theory and Practice of Translation[M]. Leiden: Published for the United Bible Societies.
Nida, E. A. 2001. Language and Culture- Context in Translating[M]. Shanghai: Shanghai Foreign Language Education Press.
Nord, Christiane. 2001. Translation as a Purposeful Activity: Functionalist Approaches Explained [M]. Shanghai: Shanghai Foreign Language Education Press.
Reiss, K. 2004. Possibilities and Limits of Translation Criticism[M]. Shanghai: Shanghai Foreign Language Education Press.
Snell-Hornby, 2001. Translation studies: An integrated approach [M]. Shanghai: Shanghai Foreign Language Education Press.
Strunk, William, Jr. and E.B.White, 1979, The Element of Style[M]. New York: MacMillan Publishing Co, Ltd.
Vermeer, H. 2000. Skopos and Commission in Transitional Action[M]. London: Routledge.
白靖宇,2000,《文化与翻译》[M]。北京:中国社会科学出版社。
陈安定,1998,《英汉比较与翻译》[M]。北京:中国对外翻译出版公司。
陈丹,2006,从目的论的角度谈企业对外推介的英译[J],《中北大学学报》第五期,36-39页。
陈刚、俞旭燕,2004,论中国企业对外翻译的学术与行政管理[J],《浙江大学学报》第二期,105-112页。
陈宏薇,1998,《汉英翻译基础》[M]。上海:上海外语教育出版社。
陈小慰,2000,翻译功能理论的启示[J],《中国翻译》第四期,9-12页。
陈小慰,1996,试论“译文功能理论”在应用文类翻译的指导作用[J],《中国科技翻译》第三期,9-12页。
程镇球,1980,《翻译问题探索》[M]。北京:商务印书馆。
段连城,1990,对外宣传英译的常见病及解释性翻译[J],《中国翻译》第五期。
傅似逸,2001,试论对外宣传材料英译“以语篇为中心”的原则[J],《外语与外语教学》第十一期,37-39页。
贾文波,2004,《应用翻译功能论》[M]。北京:中国对外翻译出版公司。
洪明,2006,企业外宣广告翻译的目的论维度[J],《外语学刊》第五期,103-106页。
胡文仲,2004,《跨文化交际面面观》[M]。北京:外语教学与研究出版社
金惠康,2002,《跨文化交际翻译》[M]。北京:中国对外翻译出版公司。
刘宓庆,1998,《文体与翻译》[M]。北京:中国对外翻译出版公司。
宋晓春,2002,外宣资料的文化差异阐释和英译[J],《长沙铁道学院学报》第六期,71-73页。
申小龙,1998,汉语言文化特征探索[J],《学习与探索》,第13期,51-52页。
汤富华,2000,企业对外推介英译的文体与文化思考[J],《中国翻译》第六期,35页。
汤富华,2000,谈企业对外宣传品的文体特点和英译技巧[J],《中国科技翻译》第一期,24-26页。
徐芳芳、徐馨,2005,公司简介英译的分析与探究[J],《浙江教育学院学报》,2005第一期,41-46页。
张锦兰,2004,目的论与翻译方法[J],《中国科技翻译》第一期,35-37页。
张基佩,2001,外宣英译的原文要适当删减[J],《上海科技翻译》第三期,2页。
张美芳,2005,功能加忠诚——介评克里斯汀·诺德的功能翻译理论[J],《外国语》第一期。
仲伟合、钟钰,1999,德国的功能翻译理论[J],《中国翻译》第三期,47-49页。
袁晓宁,2005,外宣英译的策略以其理据[J],《中国翻译》第一期,75-78页。
郑启万,2007,公司简介英译文本评析[J],《开封教育学院学报》第三期,37-38页。
Brown, G and Yule G. 2000. Discourse Analysis [M]. Beijing: Foreign Language Teaching and Research Press.
Brusaw, Charles T and Oliu Walter E. 2000. The Business Writer’s Handbook [M]. New York: St. Martin’s.
Cartford. J. C. 1965. A Linguistic Theory of Translation[M]. Oxford: Oxford University Press.
Gentzler, E. 2004. Contemporary Translation Theories [M]. Shanghai: Shanghai Foreign Language Education Press.
Hackett, A. 2003. How to Develop an Effective Company Profile- and Why, Retrieved Oct 18, 2005, from website: http://www.webpronews.com/ebusiness/smallbusiness/wpn-2-20030628
Hermans, T. 2002. Cross-cultural Transgressions Research Models in Translation Studies II: historical and ideological issues. Manchester[M]. UK & Northampton, MA: St. Jerome Pub.
Klein, K. 2005. Company Profiles. Retrieved Oct 18, 2005, from website: http://www.WebForging.com
Lefevere, A. 2004. Translation Rewriting and the Manipulation of Literary Fame. [M]. Shanghai: Shanghai Foreign Language Education Press.
Martin Joos, 1961. The Five Clocks. [M]. Shanghai: Shanghai Foreign LanguageEducation Press.
Munday, J. 2001. Introducing Translation Studies-Theories and Applications[M]. London: Routledge.
Newmark, P. 2001. Approaches to Translation[M]. Shanghai: Shanghai Foreign Language Education Press.
Nida, E. A. 1976. A Framework for the Analysis and Evaluation of Theories of Translation[M]. Shanghai: Shanghai Foreign Language Education Press.
Nida, E. A. 1982. The Theory and Practice of Translation[M]. Leiden: Published for the United Bible Societies.
Nida, E. A. 2001. Language and Culture- Context in Translating[M]. Shanghai: Shanghai Foreign Language Education Press.
Nord, Christiane. 2001. Translation as a Purposeful Activity: Functionalist Approaches Explained [M]. Shanghai: Shanghai Foreign Language Education Press.
Reiss, K. 2004. Possibilities and Limits of Translation Criticism[M]. Shanghai: Shanghai Foreign Language Education Press.
Snell-Hornby, 2001. Translation studies: An integrated approach [M]. Shanghai: Shanghai Foreign Language Education Press.
Strunk, William, Jr. and E.B.White, 1979, The Element of Style[M]. New York: MacMillan Publishing Co, Ltd.
Vermeer, H. 2000. Skopos and Commission in Transitional Action[M]. London: Routledge.
白靖宇,2000,《文化与翻译》[M]。北京:中国社会科学出版社。
陈安定,1998,《英汉比较与翻译》[M]。北京:中国对外翻译出版公司。
陈丹,2006,从目的论的角度谈企业对外推介的英译[J],《中北大学学报》第五期,36-39页。
陈刚、俞旭燕,2004,论中国企业对外翻译的学术与行政管理[J],《浙江大学学报》第二期,105-112页。
陈宏薇,1998,《汉英翻译基础》[M]。上海:上海外语教育出版社。
陈小慰,2000,翻译功能理论的启示[J],《中国翻译》第四期,9-12页。
陈小慰,1996,试论“译文功能理论”在应用文类翻译的指导作用[J],《中国科技翻译》第三期,9-12页。
程镇球,1980,《翻译问题探索》[M]。北京:商务印书馆。
段连城,1990,对外宣传英译的常见病及解释性翻译[J],《中国翻译》第五期。
傅似逸,2001,试论对外宣传材料英译“以语篇为中心”的原则[J],《外语与外语教学》第十一期,37-39页。
贾文波,2004,《应用翻译功能论》[M]。北京:中国对外翻译出版公司。
洪明,2006,企业外宣广告翻译的目的论维度[J],《外语学刊》第五期,103-106页。
胡文仲,2004,《跨文化交际面面观》[M]。北京:外语教学与研究出版社
金惠康,2002,《跨文化交际翻译》[M]。北京:中国对外翻译出版公司。
刘宓庆,1998,《文体与翻译》[M]。北京:中国对外翻译出版公司。
宋晓春,2002,外宣资料的文化差异阐释和英译[J],《长沙铁道学院学报》第六期,71-73页。
申小龙,1998,汉语言文化特征探索[J],《学习与探索》,第13期,51-52页。
汤富华,2000,企业对外推介英译的文体与文化思考[J],《中国翻译》第六期,35页。
汤富华,2000,谈企业对外宣传品的文体特点和英译技巧[J],《中国科技翻译》第一期,24-26页。
徐芳芳、徐馨,2005,公司简介英译的分析与探究[J],《浙江教育学院学报》,2005第一期,41-46页。
张锦兰,2004,目的论与翻译方法[J],《中国科技翻译》第一期,35-37页。
张基佩,2001,外宣英译的原文要适当删减[J],《上海科技翻译》第三期,2页。
张美芳,2005,功能加忠诚——介评克里斯汀·诺德的功能翻译理论[J],《外国语》第一期。
仲伟合、钟钰,1999,德国的功能翻译理论[J],《中国翻译》第三期,47-49页。
袁晓宁,2005,外宣英译的策略以其理据[J],《中国翻译》第一期,75-78页。
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