外贸公司网站英译研究之目的论视角

摘要随着我国经济的飞速发展，特别是加入WTO之后，我国企业与国外的交流与日俱增，贸易额逐年增加，出现了一批在国际上有知名度的企业。

本文将从目的论着手，讨论关于企业网站英译的一些错误和避免其发生的方法。

首先，本文将引用一些知名外企和外贸公司的网站英文版做为范本，将讨论各自的利与弊，并且把现在企业网站翻译上的主要错误系统地展现给读者。

接下来，文章介绍作为本文重要理论支撑的目的论，从介绍目的论的大概，分类，以及从目的论的视角下来观察网站翻译的谬误：功能性翻译错误，语言性翻译错误，文化性翻译错误这三方面为主。

最后将以这三方面为切入口，例证网站翻译的错误，以及解决方案。

最后总结网站翻译的方法及应避免的普遍性错误，以期给今后的网站翻译提供一个可行性方案。

关键词：企业网站；翻译；目的论ABSTRACTWith the rapid development of China’s economy, in particular, is the inclusion of WTO, Chinese enterprises exchange information with foreign companies, trade volume increasing year by year, there have been a number of well-known international companies. This paper tends to discuss the English translation on company website, and the ways to avoid some error methods from the perspective of Skopos Theory. First the author quotes some famous foreign and foreign trade company websites as models of the assay, discusses their respective advantages and disadvantages, and presents the main corporate website translation errors systematically to the readers. Secondly, the author introduces Skopos Theory as the main theoretical support, demonstrates the purpose of the classification, and from this perspective, some website translation errors are observed: functional translation errors, language translation errors and culture translation errors. Then the paper goes deeper into these three areas, exemplifying the company website translation errors and their solutions. At last, the paper sums up translation methods and the universal mistakes which can be avoided in order to provide a sample for the further website translation.Key words：company website; translation; skopos theoryContents1. Introduction 02. Current situation and features of company website translation (1)2.1 Current situation of company website translation (1)2.2 Samples of famous foreign company website (3)2.3 Features of company website translation (4)3. The skopos theory and company website translation (6)3.1 Introduction of Skopos theory (6)3.2 The wrong types of translation from the perspective of Skopos (8)3.2.1 Functional translation errors (8)3.2.2 Liguistic translation errors (9)3.2.3 Cultural translation errors (10)4. Analyses of website translation of foreign trade company in Zhejiang province (13)4.1 Functional translation errors (13)4.1.1 Problem of length (13)4.1.2 Problem rooted from different thought pattern (15)4.2 Liguistic translation errors (16)4.2.1 Spelling errors (16)4.2.2 Improper use of punctuation (17)4.2.3 Incorrect word translation (17)4.2.4 Illogical arrangment (18)4.3 Cultural translation errors (19)5. Conclusion (20)Acknowledgements (21)References (22)1．IntroductionThanks to the ongoing economic reform and opening-up and the irresistible trend of globalization, China’s communication with the world has been intensified in recent years[1]. To establish credibility in overseas markets, Chinese companies have to provide effective company website linguistically and culturally acceptable to their target readers. Consequently, the English translation of Chinese company website plays a significant role in ensuring a successful communication with the outside world[2]. Though almost every company which deal with the foreign trade owns his English version website, the overall situation of the C-E translation of Chinese company website is far from satisfactory that leave a lot of work to do. For the present, most of the work are based on the rule of skopos theory which we will investigate later.And with the popularity and applications of the Internet, the company website plays an increasing important role in foreign exchange, outreach, and the absorb foreign capital[2]. Although nowadays most domestic enterprises have set up their own websites and e-commerce platform, many export-oriented enterprises is established in English, the site has become a propaganda of the enterprise, an effective channel to promote company products. However, there is no difficulty in finding errors comparing the domestic foreign trade company website to the foreign company website. Some mistakes are even too much to bear. In recent years, there appears a large number of discussion on website translation, start from Skopos basis direction, and have a lot of research fruits on the problem of company website mistranslation. But for the relatively small corporate company website translation, it had not been given sufficient attention and standardized management, error-prone web site translation directly affect a company’s image.2. Current situation and features of company websitetranslationIn the world today, global and regional cooperation is in full swing and countries are increasingly interdependent. Company website provide a quick and convenient access to the general understanding of what a Chinese company is like, thus serving as bridges that enable business people from different countries with different cultural backgrounds to have a better understanding of each other[3]. But translation practice of company website at large is still far from satisfactory and its study has been largely ignored in the area of practical translation. Traditionally, company website are translated in light of the most popular―equivalence theory‖[4]. Previous studies on their translation largely focused on the translation of individual words, phrases, sentences. As a result, many target texts are full of word-for-word translations, linguistic mistakes and Chinese-style English expressions and many cultural and ideological elements are not adequately rendered into English in the cross-cultural communication[5]. In fact, as a specialized and important area of translation, the translation of company profiles has its own features and particular communicative functions which deserve an in-depth and systematic study.2.1 Current situation of company website translationForeign propaganda in the business text, Chinese text use more modifiers which using rhyme, parallelism, words with other parties type the text in order to increase the beauty, attract potential customers and clients. Many translators often find it difficult, even if be translated, also bite the bullet and let the readers of English-speaking find it difficult to understand. Company’s publicity text translation is accurate for the purpose of translation about business, product-related information. So prominent is the informational translation, first principle focus on the information, and others such as style, rhetoric and so on is secondary to bit. If translate directly, the text will cause a pile, information duplication, not meet the English language ofexpression. On the basis of Skopos principles, the translator should cut the original text appropriately in order for information receiver better understanding the text.Different from other text types, a company profile is a special kind of text with particular purposes and functions. The translation purpose of company profiles is to enable more foreigners to know more about Chinese companies, thus achieving international recognition and establishing the credibility of the company and its products. In order to achieve these purposes and functions, more attention should be paid to target readers who have different cultural backgrounds in the company profile translation. According to skopostheorie, a translation action is determined by its Skopos and the end justifies the means. That means the purpose of translation determines the translation methods and strategies that are to be employed in order to produce a functionally adequate result. Therefore, in the C-E translation of company profiles, translators should adhere to Skopos rule, coherence rule and fidelity rule and it is applicable for them to adopt a TT-oriented or reader-centered translation strategy.However, many translators in this field tend to neglect the translation purpose of company profiles. As a result, linguistic and cultural problems still exist and obstruct the achievement of the Skopos of company profiles. Enlightened by the functionalist approach, the thesis also conducts a comprehensive survey as to the readability and acceptability of the target text[6]. It is found that foreign people do not respond positively to the English translation of Chinese company profiles. These problems or errors adversely affect the quality of translation. Primarily under the guidance of the functionalist skopostheorie, the thesis puts forward a set of guiding principles for the C-E translation of company profiles, that is, idiomatic, comprehensible, and acceptable. By analyzing authentic examples, the study also justifies someappropriate strategies such as addition, abridgement and restructuring. A conclusion can be drawn that it is feasible to guide the C-E translation of company profiles in the light of the functionalist approach, particularly skopostheorie. In the translation process, the translator is expected to bear in mind the intended function of the target text and produce a version that is comprehensible and acceptable to the target reader. Due to great linguistic and cultural differences, the translation process usually involves considerable adjustments or adaptations of the source text in order to achieve the intended function of the target text.Hopefully, the principles and strategies proposed in this study would be of some value to the C-E translation of company profiles as well as other public materials.2.2 Samples of famous foreign websiteThere are a lot of famous company on the list of top 500 in the world, after searching for their company, not difficult in finding a lot of features in common about their web page design. The followings are classic samples.Example[1]: In 1886, Coca-Cola® brought refreshment to patrons of a small Atlanta pharmacy. Now well into its second century, the Company's goal is to provide magic every time someone drinks one of its more than 400 brands. Coca-Cola has fans from Boston to Budapest to Bahrain, drinking brands such as Ambasa, Vegitabeta and Frescolita. In the remotest comers of the globe, you can still find Coca-Cola.Coca-Cola is committed to local markets, paying attention to what people from different cultures and backgrounds like to drink, and where and how they want to drink it. With its bottling partners, the Company reaches out to the local communities it serves, believing that Coca-Cola exists to benefit and refresh everyone it touches. (/)Example[2]: Software is a leading online portal for software products, with free downloads and expert software reviews to help you make an informed choice. We list thousands of discounted software products with prices that are almost always the lowest available in the country. We also list a huge selection of free downloads so you can try software free before you decide to buy.The store features the the software industry’s leading publishers, including Microsoft, Intuit, Symantec, Adobe, Nuance and hundreds of others. Our software store provides users with rich resources including thousands of user reviews, articles, and product comparison charts. employs a team of industry experts with over 40 years of combined experience in online software distribution. Our goal is to bring you the best range of world-leading software, at the best prices, with rich reviews and product information so you can choose the software that is right for you. (/about/)As we can see from these samples, the foreign company websites are more functional and focus more on introducing products, and the purpose are much stronger and prominent. This is exactly what our company website is lack of, for we always put more words in describing company history and prior tradition, but lack ofproducts introduction and special users attraction.2.3 Features of company website translationFirst of all, company website translation profile depends more on the skopos rules. Different from other text types, a company website profile is a special kind of text with particular purposes and functions. The translation purpose of company website profiles is to enable more foreigners to know more about Chinese companies, thus achieving international recognition and establishing the credibility of the company and its products. In order to achieve these purposes and functions, more attention should be paid to target readers who have different cultural backgrounds in the company profile translation. According to skopostheorie, a translation action is determined by its Skopos and the end justifies the means. That means the purpose of translation determines the translation methods and strategies that are to be employed in order to produce a functionally adequate result. Therefore, in the C-E translation of company profiles, translators should adhere to Skopos rule, coherence rule and fidelity rule and it is applicable for them to adopt a TT-oriented or reader-centered translation strategy.Secondly, primarily under the guidance of the functionalist Skopostheorie, the thesis puts forward a set of guiding principles for the C-E translation of company profiles, that is, idiomatic, comprehensible, and acceptable. By analysis authentic examples, the study also justifies some appropriate strategies such as addition, abridgement and restructuring. A conclusion can be drawn that it is feasible to guide the C-E translation of company profiles in the light of the functionalist approach, particularly skopostheorie. In the translation process, the translator is expected to bear in mind the intended function of the target text and produce a version that is comprehensible and acceptable to the target reader. Due to great linguistic and cultural differences, the translation process usually involves considerable adjustments or adaptations of the source text in order to achieve the intended function of the target text.Hopefully, the principles and strategies proposed in this study would be of some value to the C-E translation of company profiles as well as other publicity materials.At last, defined as the measure of all things in translation by Reiss, the ST is regarded by Vermeer as merely an ―offer of information‖which can be partly orwholly transmitted for the target audience, leaving its status much lower in skopostherie than in equivalence-based theories. And it is the purpose of the translation that determines what to translate, how much to translate and what strategies to employ in specific situations. For this reason, in C-E translation of company website, any translation strategy can be adopted provided it is effective in publicizing the company in the target culture and expanding its business there. The translator needs to serve as ―cultural filtering‖, which means making adjustments to the structure and style of the source text by addition, deletion and rewriting. In this section, different successful translation techniques applicable to company profile translation in light of skopostheorie will be explored.3. The Skopos theory and company website translationA company website is a particular communicative message that an organization wants to deliver to a particular audience. It is essentially ―a résumé‖presenting an image of a particular company, aiming to ―establish the credibility with the market the comp any serves‖[8]. Hackett maintains that a good company website profile helps potential customers to ―understandthe company’s business as well as to understand its approach, unique strengths and relevant experience‖[7]. Klein also argues that a company website provides insight about a company to its customers and prospects; potential employees and partners view it to evaluate whether or not it is the kind of company they’d like to work with.Generally speaking, a well-written company website contains the co mpany’s founders,product range or service that a company offers, major stockholders, members of the board, address, telephone and fax numbers, website, and other vital information. Some website include their history and significant achievements they have made through the years. This thesis defines a company profile in a narrow sense and refers to a company introduction since introductory remarks head all the other subdirectory items and are of the most representative characteristics. The samples employed in this thesis include brochures and materials from the Internet and cover a great variety of business fields such asbanks, hotels, automobiles, medicine, wine, household electrical appliances, tobacco, and sports goods.3.1 Introduction of skopos theoryThe Skopos theory is an important functionalist theory of translation that was developed in Germany in the 1970s. It reflects ―a general shift from predominantly linguistic and rather formal translation theories to a more functionally and socioculturally oriented concept of translation‖[8]235. It greatly widens the research field of translation and puts translation researches in the framework of cross-cultural communication, instead of the narrow framework of source and target texts or the transmission between two languages. The Skopos theory draws inspiration from communication theory, action theory, text linguistics and text theory, and also from movements in literary studies toward reception theories. It is regarded as the core of German functionalism.Hans Vermeer who proposed the Skopos theory gives his own definition of translation from a unique perspective that translation is a ―purposeful action‖. In the Skopos theory, translation is basically a type of communication. In other words, translation is a type of human action. Since action is the process of acting, which means ―intentionally(at will)bringing about or preventing a change in the world (in nature), and thus can be defined as an intentional change or transition from one state of affairs to another‖[9]16. Translation as a human action must also be intentional. It must be assessed in a particular culture system, and a translation theory cannot draw upon a linguistic theory alone. Instead, what is needed is a theory of culture to explain the specificity of communicative situations and the relationship between verbalized and non-verbalized elements. Here, the difference between ―translational cation‖ and ―translation‖ must be distinguished. Translation in the narrow sense always ―involves the use of some kind of source text ‖, whereas translational action, which is the range of what translator actually do, may ―involve giving advice and perhaps even warning against communicating in the intended way‖[9]17. Translation is just a form of translation action. Thus, translation is described as an intentional, interpersonal, pertly verbal intercultural interaction based on a source text [9]18. Based on this belief, Vermeer put forward his translation principles, including the Skopos rule ad the guiding principle, and the coherence and the fidelity rule as subordinate principles.It requires that a good translation be:[1]pragmatic, accounting for the situational conditions of communicative interaction and, accordingly, for the needs and expectations of the addressees of the target text and even making the receiver the most important yardstick of translational decisions;[2] culture-oriented, giving consideration to the culture-specific forms of verbal and nonverbal behaviour involved in translation;[3] consistent, able to show the translator’s decisions in any type or form of translation task and make the target text a functional one;[4] practical, accounting all the forms of transcultural communication needed;[5] normative, displaying the translator’s particular purpose;[6] comprehensive, the communicative effects of a target text being equivalent to those of the source text;[7] expert, proving the translator being an expert in their field, competent to make purpose-adequate decisions with full responsibility with regard to their partners[26].3.2 The wrong types of translation from the perspective of Skopos theoryDuring the information exchanging, Chinese companies have to provide effective company website profile linguistically and culturally acceptable to their target readers. Consequently, the English translation of Chinese company website plays a significant role in ensuring a successful communication with the outside world. Yet the overall situation of the C-E translation of Chinese company profiles is far from satisfactory. From the perspective of Skopostheorie, ―if the purpose of a translation is to achieve a particular function for the target addressee, anything that obstructs the achievement of this purpose is a translation error‖[9]74. Thus, to decide whether a piece of translation is a translation error or not is neither to see whether the translation is grammatically correct or not, nor to see whether the translation is loyal to the meaning of the source text. Instead, it should depend on whether the translation has achieved the intended purpose of the original work. As far as the C-E translation of company profiles isconcerned, major problems and errors result from the ignorance of linguistic and cultural differences. The common errors in the C-E translation can be roughly classified into two categories: functional translation errors, linguistic translation errors and cultural translation errors.3.2.1 Functional translation errorsFunctional inadequacies occur in four ways. They may be pragmatic translation errors, which are the result of ―inadequate solutions to pragmatic translation problems such as lack of receiver orientation‖. Secondly, they may be cultural translation errors, which are ―due to an inadequate decision with regard to reproduction or adaptation of culture-specific conventions‖. Thirdly, they may be linguistic translation errors, which are ―caused by an inadequate translation when the focus is on language structures‖. Fourthly, and finally, they may be text-specific transla tion errors, which are ―related to a text-specific translation problem and, like the corresponding translation problems, can usually be evaluated from a functional or pragmatic point of view‖[10]75-78. The seriousness of these four types of errors, Nord s ays, can be ranked ―top-down‖. Pragmatic errors are ―among the most important a translator can make‖, but they are also ―usually not very difficult to solve‖. The grading of cultural and linguistic translation errors depends on the functional significance of each[10]76 .Function refers to the factors which make the text work in the intended way in the target situation. Loyalty refers to the interpersonal relationship between the translator, the source-text sender, the target-text addresses and the initiator. Loyalty limits the range of justifiable target-text functions for one particular source text and raises the need for a negotiation of the translation assignment between translators and their clients[11]126.The claim that a variety of strategies, often moving away from the linguistic surface of the source text, are necessary to produce a functional target text gives a more grounded precision to the claims of Goldblatt and Raffel. Nord’s argument helps us to understand that these strategies are not to be considered shortcomings or inadequacies, reluctantly accepted as abstract ―poetry‖ but never as ―scholarship‖ –they are deliberate and intelligent forms of both creativity and fidelity. Indeed they are the inevitable, different paths that translators must follow if they wish to create new texts based on their appropriately functional readings of the source-text. (Scholars, toparaphrase Raffel, are then entitled to translations as much as poets – but because their needs are different, they each require a different sort of translation.) If these strategies of non-equivalence are to be considered ―mistakes‖ at all then they are, in a paradoxical way, ―deliberate mistakes‖, intentionally undertaken in order to recreate the text in a way that deviates from the literal surface meaning of the source text so as to represent its other, deeper, features. Other errors, or ―mistakes‖,which are the result of our intentions being neither adequate nor appropriate, might be considered, in contrast, to be ―foolish mistakes‖, the product of ignorance but not of maliciousness. And ignorance can be overcome by ―an adequate level of language and culture proficiency‖.3.2.2 Lingustic translation errorsLinguistic translation errors are at the basic level among the four types of errors mentioned above. They usually stem from an incompetent translator’s poor command of the target language. Unfamiliar with the target language norms and conventions, an unqualified translator would make all kinds of errors, which range from levis (spelling and choice of words), semantics (meaning the source text intends to convey) to syntax (grammatical sentences and structure). Hence the translated text cannot be fully understood by the foreign audience. For example,“拳头产品”has been translated literally as ―fist product‖. In Chinese,“拳头产品”indicates that the product sells well in the market and it is regarded as a brand name. The counterpart ―fist‖in English, however, just means the hand when closed tightly with the fingers bent into the palm, which cannot convey the original meaning. It would be better to be translated as ―knockout product‖,―hard-punch product‖or―product with a competitive edge‖[12].Example[3]: 三十年纺织品和服装出口经验，质量第一，信誉第一，友情第一，重合同，守信用，始终如一。