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
ABSTRACT
With 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 theory
Contents
1. Introduction 0
2. 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．Introduction
Thanks 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 website
translation
In 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 translation
Foreign 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 of
expression. 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 website
There 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. (https://www.doczj.com/doc/8e9563744.html,/)
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 https://www.doczj.com/doc/8e9563744.html, 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.
https://www.doczj.com/doc/8e9563744.html, 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. (https://www.doczj.com/doc/8e9563744.html,/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 of
products introduction and special users attraction.
2.3 Features of company website translation
First 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 or
wholly 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 translation
A 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 as
banks, hotels, automobiles, medicine, wine, household electrical appliances, tobacco, and sports goods.
3.1 Introduction of skopos theory
The 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 theory
During 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 is
concerned, 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 errors
Functional 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, to
paraphrase 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 errors
Linguistic 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。(https://www.doczj.com/doc/8e9563744.html,)
Original version：Thirty years’experience of textiles and garments export.Quality the best.Reputation and friendship the foremost. Always abide by contacts and credibility.
Revised version：The rendering in this example is a typical word-for-word one, let alone the grammatical mistake in the last sentence ―Always abide by contacts and credibility‖.The deliberate faithfulness of its sentence structure actually results in sentence fragments in English, which are far from emotionally appealing to the English
readers. Such redundant syntactic structure will surely confuse the target readers.
Example[4]: 集“中国驰名商标”、“中国名牌”、“国家免检产品”和“国家出口商品免验”等荣誉于一身的特步(中国)有限公司，位于福建省泉州市经济技术开发区。(https://www.doczj.com/doc/8e9563744.html,/)
Original version：Xtep(China)co.,ltd.,honored with China's famous and popular brand, China's famous brand, products exempt from inspection and export products exempt from inspection; which locates in Quanzhou Economic and Technological Development zone. After correcting the grammatical errors in this version,an improved version could be:
Revised version：Xtep(China)Co., Ltd.,winning honors like ―China’s famous and popular brand‖,―China’s famous brand‖,―inspection-exempt products‖and ―inspection-exempt products for export‖, which is located in Quanzhou Economic and Technological Development Zone.
3.2.3 Clutural translation errors
What does the word ―culture‖mean？As we have seen, culture is ubiquitous, multidimensional, complex and all-pervasive. Though there has been a century of efforts to define culture by scholars from different points of view, an agreement has so far not been reached[13]. The definition of culture seems simple but complex in reality. It covers aspects of everyday life to cognitive and social structure. And it refers to communities that have different attitudes toward political and social issues, different cultural practices and references in their private lives, different social backgrounds, etc.
In 1871, in his classic book Primitive Culture, British anthropologist Edward Tylor first gave the definition of culture which is widely quoted :―culture...is that complex whole which includes knowledge, beliefs, arts, morals, law, custom and any other capacities and habits acquired by man as a member of society‖[13]. This definition is far from complete and vague to some extent because it only stressed the spiritual part of culture, but has neglected its material basis without which culture is an impossibility.
Translation and culture are closely related to each other. Translation is a cross-cultural communication. Various scholars have elaborated on the relationship between culture and translation.
Toury holds that translation is a kind of activity which inevitably involves at least
two languages and two cultural conditions[14]78. As Nida and Reyburn point out, ―in fact, difficulties arising out of differences of culture constitute the most serious problems for translators and have produced the most far-reaching misunderstanding among readers. ‖Mary Snell-Hornby declares that translation is a cross-cultural activity. ―in fact, she no longer defines translation as an activity that takes place between two languages, but views it as an interaction between two cultures‖[15]182. Tan Zaixi also maintains that language is an integral part of culture and is influenced and restricted by culture. In the process of translation, one's understanding of the source text, to a large extent, depends on his understanding of the related culture[16]28. Without a comparative knowledge of the two cultures correct understanding and expressions of words cannot be realized. In particular, the Skopos regards translating as an intercultural action[9]23. Therefore, linguistic notions of transferring meaning are seen as being only part of the translation process;―a whole set of extra-linguistic criteria‖must also be considered[17]48.
In order to achieve the expected purpose of the C-E translation of company profiles, it is particularly important to know the role of culture in the C-E translation of company profiles. First of all, culture affects the selection of company profiles. In order to carter for the target readers, the initiators have to select materials that characterize the Chinese culture and are acceptable in the target cultural system. Secondly, culture affects the acceptability of translations in the target culture[18]. Because of the cultural differences, what is appreciated in one culture may not be acceptable in another culture differences, what is appreciated in on culture may not be acceptable in another culture. Thirdly, culture also affects the approaches to be adopted in the translation process. For different translation purposes, people may resort to different apporaches to solve cultural clashes.
Chinese and western cultures differ greatly in their historical development, geographical locations, customs, conventions, religious beliefs and aesthetics,which have a great impact on cross-cultural communication.According to Skopostheorie, a cultural translation error occurs when something in the translation doesn't conform to the norms and conventions in the target culture. Cultural translation mistakes or errors, though very covert, cause a lot of hideous barriers in the cross-cultural communication.
As has been mentioned above, what is appreciated in the Chinese culture may be unacceptable in the English culture due to the cultural differences. For example, we have always prided ourselves as“龙的传人”, which is literally translated
as―descendants of the dragon‖. However, the Chinese word“龙”in the Chinese culture is not equivalent to the ―dragon‖in the western culture. Though both of them are legendary animals, their images and connotations are quite different. In the Chinese culture, the image of ―龙‖ has undergone a series of changes before it takes its present form. It has the combined features of a number of animals—a reptile-like animal with a scaled body and claws, which can not only crawl, but also swim and fly. It is the symbol of the Chinese nation and the Chinese national spirit. It represents power, supremacy and auspice. In feudal China, emperors were compared to dragons. But in the western legends, dragon is a huge lizard with wings, scales and a long snake-like tail. It can spit fire. Dragon in the western culture is the symbol of evil[19]. So if the phrase“以外贸企业为龙头”is translated into English as ―with foreign trade firms as the dragon’s head‖, the foreigners will feel awful when they read the translation. It will be acceptable when it is translated as―with foreign trade firms as the locomotive(or flagship)‖.
Besides, English company profiles emphasize simplicity, individuality and substantiality, while Chinese ones stress elegance, uniformity, and authority. For this reason, the author of this present paper suggests that to realize intended commercial purpose, translators should avoid literally translating four-character phraseology into English because foreign consumers may show their doubts at the first sight of these patterns:―Who knows?‖ as shown in the following examples.
Example[5]: 该厂能生产大衣、西装、时装、衬衣、毛衣等不同类型服装用的上千个花色品种的纽扣，产品规格齐全，品种繁多，造型新颖。(https://www.doczj.com/doc/8e9563744.html,/)
Original version：The factory can produce thousands of type of buttons for coats, suits, fashions, shirts and sweaters. They have complete ranges of specification and various types and are novel in shape.
Revised version：The factory can produce various new types of buttons in thousands of different designs for coat, suits, fashions, shirts and sweaters.
It seems that the modifications in the second English version not only successfully achieve commercial effect but also makes the content more succinct. Hence, a translator should always bear in mind that cultural comparison is a ―must‖in the translation process. Without comparisons of the two cultural systems, successful translation would not be possible.
4. Analyses of website translation of foreign trade company
in Zhejiang province
There are many famous foreign trade companies in Zhejiang province, almost every company owns its English version website profile which focus to attract foreign business partners around the world. But owing to the different levels of translators who work as the company website translation, there exists a big difference in the quality of website translation, some even cause serious problem which make foreign trade partner confused about the compani's business and even products' function. So it is very important for translators of company website to follow some principles while dealing with the translation work.
4.1 Functional translation errors
4.1.1 Problem of length
The main reason for the too long translation is the profile of the translation focus too much on faith, but neglect removing or simplifying the useless information for audience. In accordance with the ―Skopos rule‖, the purpose of translation decides the behaviour of translation work. The translators should add, adjust or predigest the original work depending on the purpose of the translation.some of the original target information is out of communicative value which will make the translation empty, trash-talking and even affecting the information transforming.
Example [6]: 进入新世纪后，娃哈哈已拥有了雄厚的产品自主研发能力和技术创新能力，在雄厚的资金保障下，通过引进国际最先进的生产设备技术，进行消化、吸收、再创新，使公司拥有强大的核心竞争能力。同时，通过自主开发营养快线等系列创新产品，广开销路，实现科学发展，行业龙头地位日益稳固。目前，娃哈哈正在不断扩大投资规模，不断自主创新，向着世界500强企业的目标阔步前进！(划线部分为错误点）(https://www.doczj.com/doc/8e9563744.html,/aboutus/history/) Original version: The third time milestone development: entering the new era, Wahaha cultivated the dependent R&D ability and the technology innovation ability.
Secured by abundant capital, we adopted the international advanced equipment technology with absorption and digestion, making sure that Wahaha keeps the core competitive edge. We also developed the popular products like Nutrition Express to sustain the scientific development, stabilizing our leading position. Currently, Wahaha keeps further investment and constant innovation, aiming for becoming the world Top 500 enterprises.
We can find that some information in the Chinese version is useless and redundant,“消化、吸收、再创新”,“自主研发能力和技术创新能力”they all means innovation.so we can simplify the version into:
Revised version: Entering the new era, Wahaha cultivated the ability of innovation and R&D with abundant capital, we adopted the international advanced equipment with renew ability, making Wahaha keep the core competitive edge. At the same time, we have developed the popular products like Nutrition Express to sustain the scientific development, stabilize our leading position. Currently, Whaha keeps investment and innovation for becoming the world top 500 enterprises。
Example [7]: 东方机械位于风景秀丽、物产丰富、经济发达、文化繁荣，素有江南“鱼米、皮革之乡”美称的钱塘江畔。(http://www.hua-jia .com/s1.htm) Original version: Our factory is located in Dingqiao Town by the Qiantang River where is famed as"The Home of fish，Rice and Leather"，with beautiful scenery，rich products，flourishing economy and prosperous culture.
Revised version: ―...located at Dingqiao Town by the Qingtang river, our company specialized in the production of ... ‖（we can just delete the underlined part) Example [8]: 2003年初，公司为满足国内市场对专用车的需要，及时调整产品结构并成立的专用车公司，在做稳、做强客车的同时，投巨资实施专用车项目，精心打造有洛阳宇通特色的专用车产品，本着“低端切人、高端占领”的原则，经过精心筹备，四大系列产品即混凝土搅拌车系列、散装水泥车系列、加油车系列、洒水车系列一经投放市场，便以其全新的设计、优美的造型、细腻的工艺赢得了市场的青睐。(https://www.doczj.com/doc/8e9563744.html,/t9/index.asp)
Original version: In the early of 2003, in order to meet the demands for special-purpose car in domestic market, we adjusted our product's structure and set up a new department dealing with special purpose car. While steadying and strengthening the production of passenger car, we invest large amounts of money in special-purpose car to carefully make this kind of products with vivid Luoyang Yutong characteristics. With the principle of cutting in from the low end and taking possession at the high end,
our four series of products were put into market in April of 2003 after careful preparation. They are dowser series, water cart series, bulk cement vehicle series and concrete-mixing vehicle series. The products win for their new designation, exquisite molding and technique.
Revised version: In addition to its wonderful performance in the sector of passenger cars, Luoyang Yutong Automobile co., Ltd. Moved forward with an aggressive campaign to stay at the forefront of transportation. In the early of 2003, we set up a new sector to manufacture special-purpose vehicles including fuel trucks, spraying cars, bulk cement trucks and concrete-mixing trucks which are tailored to the needs of Chinese market. They gained excellent reputation for their original design and state-of-the-art technics among clients as soon as they were put into market in April of the same years.
4.1.2 Problem rooted from different thought pattern
In the functionalist perspective, the purpose of a translation is to achieve a particular function for the target address, and anything that prevents the achievement of this purpose in considered as a translation error. This means that a particular expression or utterance is not inadequate in itself; it only becomes inadequate with regard to the communicative function it was expected to achieve. Furthermore, Nord classifies the translation errors into four categories: pragmatic, cultural, linguistic and text-specific ones[9]. Study of the small corpus shows those translation errors in the translated corporate website are mainly linguistic and cultural. In the following parts, the author is to demonstrate the problems common to nearly all the sample texts, with suggested solutions thereafter.
Example [9]: 引进大量的科技管理人才,成立“真爱集团人才联谊会”形成“重知识，重人才”的良好气氛。(https://www.doczj.com/doc/8e9563744.html,/english/about/about.asp)
Original version: To form well atmosphere ―esteem acknowledge, esteem intellect‖, truelove employed a mess of technology and management persons and set up ―truelove group talent sociality‖.
Revised version: T o form well atmosphere ―respect knowledge and talents‖, Truelove employed talents and set up ―Truelove talents Union‖.
Example [10]:
(1)医德医风
Medical ethics
(2)全体员工精诚团结，上下一心
All the staffs unite absolute sincerity
(3)上有上策，下有下策，有令不行，有禁不止。
Disobey orders and defy prohibition.
In these translations repetitions have been talked carefully.The Word ―ethics‖contains the meaning of both“德”and“风”. The Chinese“精诚团结”and“上下一心”which have the same meaning are translated into ―unite in absolute sincerity.‖As with these, the third English sentence fully renders the Chinese version whose second part means the same as the first one.
Let's quote example (2) as another example of this strategy. Taking a look at the underlined parts, we find the Chinese phrase“进入饭店”has not been translated. The English version ―Hong Kong Peninsula Hotel Management Group introduced us ...‖ is clear and sufficient to express the meaning of “进入饭店，带来…”. If we translate it in the word-for-word way ―as entered the hotel and brought...‖, the TT readers in English cultures will be confused. Thus, leaving out tautological words is one of the communicative methods in translating to realize the purpose of the TT. More specifically, this translation is a compliance with coherence rule rather than the fidelity rule.
4.2 Linguistic translation errors
A linguistic translation error is at the most basic level among the types of errors mentioned above. They usually stem from an incompetent translator's poor command of the language. Unfamiliar with the language norms and conventions, an unqualified translator would make all kinds of mistakes, which range from lexis (spelling and choice of words), syntax (grammatical sentence and structure) and semantics (meaning that the source text intends to convey).
4.2.1 Spelling errors
Example [11]: 本公司始终坚持以“质量为本，科技创新，优质服务，环保产品”为发展宗旨。(https://www.doczj.com/doc/8e9563744.html,/company.asp)
翻译目的论视角下的文学翻译 翻译是文化的传承者，也是反映本族文化的镜子，由于中西方历史背景、风俗习惯、宗教信仰、价值观念等方面存在很大差异，因此需要一定的翻译策略进行指导以实现顺畅的文化交流。翻译目的论包含三个基本原则：目的原则、连贯原则、忠实原则。以孙致礼的《傲慢与偏见》译本为例，探究翻译目的论对文学翻译的指导作用。 标签：目的论；文学翻译；《傲慢与偏见》 一、导语 传统的翻译理论大多以原文为中心，把“信”或“原文中心论”作为评价翻译的最高标准，强调译文与原文的对等性，认为译文应该是原文语言符号的转换，尤其对于文学翻译，更要忠实于原文。而翻译目的论则把翻译目的作为翻译实践的首要出发点，是评价译文的首要标准。在翻译实践中，翻译目的论更重视译者的创造性和主体性，在不同翻译目的的要求下，译者对原文不必“亦步亦趋”，非“信”不可。文学翻译是一个特殊的翻译领域，本文将结合《傲慢与偏见》的英汉译本进行实例分析，探索翻译目的论对文学翻译的指导作用。 二、翻译目的论 翻译目的论产生于20世纪70 年代后期的德国，由Hans Vermeer提出。翻译目的论包括三个基本原则：目的原则，连贯原则和忠实原则。其中，目的原则是首要原则。翻译目的论的出现是翻译理论史发展的重要变革，表明译者开始更加注重功能和社会文化因素，而语言学及侧重形式的翻译理论不再占主导地位。这种转向得益于交际理论、行为理论、话语语言学、语篇学说以及文学研究中趋向于接受理论的一系列研究活动。翻译目的论发展了具有创新性的翻译观，不再把“信”或“忠实”作为首要的翻译标准，它认为翻译并不是两种或多种语言之间的简单转换，而是一种具体的、有目的的跨文化交际活动。翻译的预期目的是衡量译文是否成功的标准，需要在进行翻译实践之前确定下来，它反映了译文读者的要求，而读者的要求各不相同，因此翻译目的论推崇翻译标准多元化，是一种以译文功能为取向，注重实用性的解构主义理论模式。 三、《傲慢与偏见》的语言特点 《傲慢与偏见》是英国著名的现实主义女性小说家奥斯丁的杰出作品，是一部雅俗共赏，脍炙人口的长篇佳作。文章以伊丽莎白与达西先生的爱情为主线，揭露了物质在人际关系、婚姻关系中的重要作用。作品文笔细腻，主题深刻而生动，具有鲜明的时代特征。奥斯丁通过情感交流、人物对话等方式或讥讽或褒贬地刻画出不同的人物特征。首先，文章语言具有幽默讽刺效果。例如“It is a truth universally acknowledged that a single man in possession of a good fortune，must be in want of a wife.”从字面来看这句话是在陈述“有钱的单身男子都需要一个妻子”
模因论视角下的翻译研究 摘要：模因有利于语言的发展，而模因本身也靠语言得以复制和传播。模因论是基于新达尔文进化论观点解释文化进化规律的理论。模因论揭示了语言的规律，为研究交际和文化的互动演进提供了新的视角。翻译模因分为模因基因型和模因表现型。该文主要从模因论视角探讨模因基因型和表现型话语的翻译。 关键词：模因模因论翻译模因基因型模因表现型 1 引言 模因（meme）一词由牛津大学动物学家Richard Dawkins（1976）在其专著《自私的基因》（The Selfish Gene）中首次提到。该词源自希腊语mimeme，指被模仿的东西，是基于生物学词汇基因（gene）仿造而来的。基因通过遗传而繁衍，模因通过模仿而传播。模因和基因一起，相辅相成，成为进化的原动力。Richard Dawkins提出模因的三个特征为复制保真度、多产性和长久性。模因复制的四个阶段为同化、记忆、表达和传播。而后，Susan Blackmore（1999）出版The Meme Machine，由此产生模因学。目前，国内学者在模因论视角下的翻译研究较少，主要集中在翻译模因的传播方式、翻译教学和文化传播研究方面。王斌（2004）在《密母与翻译》指出翻译研究是文化模因研究的一部分，有利于翻译研究在微观与宏观、语言与文化、结构与认知上整合起来。马萧（2005）把模因论和外语翻译教学结合起来，指出翻译教学过程就是模因跨文化传播的过程。何自然（2005）提出翻译模因的基因型和表现型理论，为翻译等效论和等值论提供了新思路。本文从模因论视角对翻译研究，特别是基因型模因和表现型模因的翻译作简要探讨。 2 模因的传播与翻译 从模因论的角度观察，语言模因复制和传播的方式有“内容相同形式各异”的基因型和“形式相同内容各异”的表现型两种方式。（何自然2007：158）翻译是模因的一种传播方式，翻译的过程是模因的传播过程，模因通过翻译将自己的核心理念和文化在异族间加以传播，模因的传播与翻译密不可分。 2.1模因基因型话语的翻译 模因基因型以传递信息内容为主，可分为相同信息直接传递和相同信息异形传递两种形式。表达同一信息的模因在复制和传播过程的表现形式可能一样，也可能不一样，但其内容却始终同一。模因基因型的翻译意味着原语与目标语的转化是一种原信息的等值或等效传播。 2.1.1相同的信息直接传递 这种模因可以在合适的语境下不改动信息内容而直接传播。这虽是简单的模因传播方式，却也是文化模因传播最基础和最普遍的方式。如，“元芳，你怎么
从翻译目的论视角谈“关雎”的英译 摘要：翻译目的论的出现，打破了翻译语言学派中原文至上的观念。译文忠实原文不再是译者首要考虑的问题，原文只是为译者提供了信息。决定翻译过程和结果的是翻译的预期目的。在翻译目的论视角下，译者和译文的重要性都有所提高。本文以詹姆斯?理雅各以及汪榕培的“关雎”英译本为例，从翻译目的论视角分析两个英译本，以期说明由于不同的翻译目的，译者的翻译策略以及翻译结果都会有所不同。 关键词：翻译；目的论；目的；关雎 On the English Translations of “GuanJu”： From the Perspective of Skopos Theory Abstract: Skopos theory changed the concept of original text being the first priority held by the linguistic schools. Faithfulness is no longer the first concern of the translator. The original text just provides information to the translator. It is the purpose that determines the procedures and results of translation. From the perspective of Skopos theory, the significance of translators and translated texts is enhanced. In the light of Skopos theory, this paper takes James Legge’s and Wang Rongpei’s English translationsof Guan Ju as examples in order to show that the translation methods and results vary because of different translation purposes. Key words: translation; Skopos Theory; purpose; Guan Ju
翻译目的论简介 即就是skopostheory Skopos是希腊语，意为“目的”。翻译目的论(skopostheorie)是将Skopos概念运用于翻译的理论，其核心概念是：翻译过程的最主要因素是整体翻译行为的目的。Skopos这一术语通常用来指译文的目的。除了Skopos，弗米尔还使用了相关的“目标(aim)”、“目的(purpose)”、“意图(intention)”和“功能(function)”等词。为了避免概念混淆，诺德提议对意图和功能作基本的区分：“意图”是从发送者的角度定义的，而“功能”指文本功能，它是由接受者的期望、需求、已知知识和环境条件共同决定的。在弗米尔的目的论框架中，决定翻译目的的最重要因素之一是受众——译文所意指的接受者，他们有自己的文化背景知识、对译文的期待以及交际需求。每一种翻译都指向一定的受众，因此翻译是在“目的语情景中为某种目的及目标受众而生产的语篇”。弗米尔认为原文只是为目标受众提供部分或全部信息的源泉。可见原文在目的论中的地位明显低于其在对等论中的地位。 编辑本段翻译目的论的产生与发展 20世纪70年代,功能派翻译理论兴起于德国。其发展经过了以下几个阶段。第一阶段: 凯瑟琳娜·莱斯首次把功能范畴引入翻译批评,将语言功能,语篇类型和翻译策略相联系,发展了以源文与译文功能关系为基础的翻译批评模式,从而提出了功能派理论思想的雏形。莱斯认为理想的翻译应该是综合性交际翻译,即在概念性内容,语言形式和交际功能方面都与原文对等,但在实践中应该优先考虑的是译本的功能特征。第二阶段: 汉斯·弗米尔(Vermeer)提出了目的论,将翻译研究从原文中心论的束缚中摆脱出来。该理论认为翻译是以原文为基础的有目的和有结果的行为,这一行为必须经过协商来完成;翻译必须遵循一系列法则,其中目的法则居于首位。也就是说,译文取决于翻译的目的。此外,翻译还须遵循“语内连贯法则”和“语际连贯法则”。前者指译文必须内部连贯,在译文接受者看来是可理解的,后者指译文与原文之间也应该有连贯性。这三条原则提出后,评判翻译的标准不再是“对等”,而是译本实现预期目标的充分性。弗米尔还提出了翻译委任的概念,即应该由译者来决定是否,何时,怎样完成翻译任务。也就是说,译者应该根据不同的翻译目的采用相应的翻译策略,而且有权根据翻译目的决定原文的哪些内容可以保留,哪些需要调整或修改。费米尔认为，翻译中的最高法则应该是“目的法则”。也就是说，翻译的目的不同，翻译时所采取的策略、方法也不同。换言之，翻译的目的决定了翻译的策略和方法。对于中西翻译史上的归化、异化之争，乃至近二三十年译界广泛讨论的形式对等与动态对等，“目的论”都做出了很好的解释。翻译中到底是采取归化还是异化，都取决于翻译的目的。由于功能翻译理论就是以“目的原则”为最高准则，而任何翻译活动都是有目的的行为，片名翻译的最终目标和主要功能是帮助人们了解影片的主要内容，并激发观众的观看欲望。因此我们需要对功能翻译理论尤其是“目的论”流派做简单了解。第三阶段: 贾斯塔·霍茨—曼塔里借鉴交际和行为理论,提出翻译行为理论,进一步发展了功能派翻译理论该理论将翻译视作受目的驱使的,以翻译结果为导向的人与人之间的相互作用。该理论和目的论有颇多共同之处,弗米尔后来也将二者融合。第四阶段: 克里斯汀娜·诺德全面总结和完善功能派理论。克里斯汀娜·诺德首次用英语系统阐述了翻译中的文本分析所需考虑的内外因素,以及如何在原文功能的基础上制定切合翻译目的的翻译策略。克里斯汀娜·诺德对功能派各学说进行了梳理,并且提出译者应该遵循“功能加忠诚”的指导原则,从而完善了该理论。 翻译目的论 翻译目的论(skopostheorie)是将Skopos概念运用于翻译的理论，其核心概念是：翻译过程的最主要因素是整体翻译行为的目的。Skopos这一术语通常用来指译文的目的。除了Skopos，弗米尔还使用了相关的“目标(aim)”、“目的(purpose)”、“意图(intention)”和“功能(function)”等词。为了避免概念混淆，诺德提议对意图和功能作基本的区分：“意图”是
模因论视角下的商标翻译 商标翻译在外贸商品交易中起着举足轻重的作用。本文从模因论的视角出发，通过构建“商标翻译模因图”并配合相关译例，论述了商标模因的跨语言传递过程可分解为模因核的直接复制与模因壳的间接重组，继而装配合成新的模因，最终实现底层的模因“遗传物质”等同，以及表层的商标译名与原名语用等效。另外，商标模因壳的重组须遵循“三个有利于”原则，可采取对等替换法与谐音寓意法。 标签：商标翻译模因核模因壳语用等效“三个有利于”原则 一、引言 所谓商标一般是指区别于不同商品或服务的标记。它是商品生产者和经营者用以标明自己所生产和经营的商品或服务项目的一种特定标志，以便与其他生产者和经营者的同一类同一种商品或同类同种服务相区别。商标的种类很多，其中根据语符形式，可分为文字商标、图形商标及其组合商标（朱亚军，2002：1）。作为商标的重要组成部分——商标词，即文字商标以及组合商标中的文字部分，是以字、词出现的语言符号，由个别人或个别企业精心挑选或创造出来，用以区别于其他企业商品的一种专用符号（李淑琴，2007）。通常所说的商标翻译，确切来讲是指商标词的翻译。随着改革开放的不断深入，进出口商品流通不断扩大，商标翻译日益重要。国内许多学者对此也愈加重视，并提出了一系列翻译原则和策略，如：意译法、音译法、意音合译法和“臆想”法（陈金明，1996），商标翻译的语用等效原则（李淑琴、马会娟，2000），从主原则、关联原则和简明原则（朱亚军，2003），激发文化联想（肖辉、陶玉康，2000），遵循“意美、形美、音美”（许金杞，2002）等。但总体来看，除少数高质量的研究成果外，正如李淑琴（2007）指出“论文选题重复、内容空洞、范例老化、缺乏深层次及多角度的探讨四个方面的商标研究问题，至今尚无大的改观”。为了拓宽研究范围，本文拟从模因论的视角出发，探析商标名作为一种模因在翻译中的复制与传播过程，并结合商标翻译实例进行分析佐证，以期为商标翻译的理论研究与实践操作提供一定的参考。 二、模因论 模因（meme）这一概念首次出现在牛津大学著名动物学家和行为生态学家Richard Dawkins所著的《自私的基因》（The Selfish Gene）中。对生命体遗传物质——基因多年的研究，激发了他在人类文化领域的类比性探索。他模仿基因的特点，把模因定义为“文化传播单位或模仿单位”，指出模因能像病毒一样感染人类，又能像基因一般进行复制遗传。不同的是，模因的传播并不一定发生在直系的两代人之间，它通过某一过程从一个宿主的头脑跳入另一个宿主的头脑，从而实现文化的横向传递与纵向传承。Francis Heylighen认为模因的一个生命周期可分为四个阶段：1.同化（assimilation）：指呈现的模因被受体注意，理解和接受。 2.记忆（retention）：指模因在记忆中的保留时间。模因在宿主的大脑里停留时间
翻译目的论视角下的《红楼梦》中茶文化翻译
翻译目的论视角下的《红楼梦》中茶文化翻译
摘要：《红楼梦》被誉为中国十八世纪的百科全书，书中详细的描述了清代的茶文化，为研究中国茶文化的发展历史留下了宝贵的资料。从饮茶之人爱喝茶的种类，便可以推断出他们的性格，这对通过典籍来了解中国文化的外国人来说是相当重要的一个因素。笔者从翻译的“动态对等”原则和翻译目的论的角度出发，对杨译和霍译的《红楼梦》中关于茶名称的翻译对比，探讨具有中国文化特色词汇的翻译方法，以便使中国的传统文化走向世界。 关键词：茶文化；英译茶之名；动态对等；翻译目的论 一、中国的茶文化 中国是茶的故乡，也是茶文化的发祥地。早在神农时期，茶的药用价值已被发现，并由药用逐渐演变成日常生活饮料，进而形成了一种独特的文化。汉代文人提倡饮茶之举为茶进入文化领域开了个头。而到南北朝时，文化、思想领域又与茶套上了关系。在政治家那里，茶是提倡廉洁、对抗奢侈之风的工具；在词赋家那里，茶是引发思维以助兴的手段；在佛家看来，茶是禅定入静的必备之物。这样，茶的文化、社会功用已超出了它的自然使用功能，使中国的茶文化初现端倪。到了唐代，中国茶文化已基本形成。唐朝陆羽自成一套的茶学、茶艺、茶道思想，及其所著《茶经》，是一个划时代的标志，奠定了中国茶文化的理论基础。到宋代至明初，中国茶文化的发展可以说到了鼎盛时期。因此，我们说：“茶兴于唐、盛于宋。”到了清代，中国茶文化发展更加深入，茶与人们的日常生活紧密结合起来。茶馆的兴起，形成了一种特殊的“茶馆文化”，“客来敬茶”也已成为普通人家的礼仪美德。 二、《红楼梦》中的茶文化 只要一翻开这部古典名著，顿觉茶溢字里行间，芳香飘逸，此书写到茶有260多处，咏及茶的诗词（联句）有10余处，为中国小说所罕见，有人说：“一部《红楼梦》，满纸茶叶香。”《红楼梦》中记录了茶之名，茶之具，茶之水，茶之礼，茶之诗词。从这些角度不仅可以看出曹雪芹对茶的研究已经到了相当纯熟的阶段，更可贵的是他是借茶来烘托其中的人物性格。同时，也呈现了清代的茶文化欣欣向荣的景象。 三、翻译目的论 目的论是功能翻译理论的核心组成部分。翻译的目的是目的论中一个极为关键的概念。这有三种解释。（1）译者的目的（如为了金钱）；（2）译文的交际目的（如为了启迪读者）；（3）使用某种特殊的翻译手段所要达到的目的（如为了说明某种语言中语法结构的特殊之处而采用按其结构直译的方法）[1]。从以上的三种阐释中，我们重点来谈谈译文的交际目的。在这一解释中，我们也可以看出读者在翻译中的核心地位。一部译品能否广为流传，很大程度上取决于读者的接受程度。因此，译者在翻译前必须明确目的是什么，想要向读者传达什么思想，只有在目的明确后，翻译起来才能得心应手，初衷与反响才能相结合。译者应该以翻译目的论为基础，确立翻译的意图，以向读者传播介绍为手段进行翻译。要学会跳出文本的小圈子，站在读者与文化的大圈子中去进行翻译。只有把目的、对象都明确了之后，翻译时便能游刃有余了。同时，在这一过程中，译者要摆正自己的位置和心态，就是说自己始终起到纽带的作用，是一个传输文化思想与情感的媒介，不要带着要让作品成为经典的功利的思想去翻译，也就是要脱离文本[2]46。 四、茶之名体现人之性
功能翻译理论述评 摘要：本文对功能翻译理论的来龙去脉及其发展进行了介绍，对功能翻译理论的代表人物及其核心思想进行阐述，目的在于说明，功能翻译理论以翻译目的为总则，把原文作者、译者、译文读者都纳入了研究的范畴，从而为文学翻译批评提供了一个多角度、动态的视野。 关键词：功能翻译理论；翻译目的论 一、引言 二十世纪五十年代至六十年代，主要是从语言学角度来研究翻译，特别是结构主义语言学，把语言看成了语码，翻译则成了语言操作。七十年代，功能翻译理论开始兴起，领军人物有K.赖斯、H.J.费米尔、C.诺德、J.H.曼塔利等。 何为功能翻译理论，诺德的解释是：“功能主义，指的是功能或者是文本和翻译的功能的研究。”它涵盖了多种理论方法，主要以德国功能翻译学派为主，还包括其他国家理论家的观点。如英国学者纽马克的文本功能类型和美国学者奈达的功能对等论。 以功能方法来研究翻译的源头可以追溯到圣经翻译。当时不少译者发现在不同的情况下需要采取不同的翻译。但那时“适当的翻译”强调“字对字”翻译和对原文的忠实，即使译文与想要达到的意图不一致。当时的圣经翻译者认为翻译应包含两个过程：一是对原文本的忠实再现，二是使译文适应于目标读者。马丁?路德主张在翻译圣经时在部分文章采取“字对字”翻译，其他部分文章应使译文与读者的需要和期望一致。同样，尤金?奈达区分了两种翻译中的对等：形式对等与动态对等。奈达特别强调翻译目的、译者和接收者的作用以及翻译过程的文化含意。但奈达的翻译仍是关注原文，与德国功能翻译学派的观点不完全一致。
二、功能翻译理论概述 功能翻译理论的提出得益于交际理论、行为理论、话语语言学、语篇学说以及文学研究中趋向于接受理论的一系列研究活动所取得的成果。它的出现反映了翻译的全面转向,即由原先占主导地位的语言学及侧重形式、强调等值的翻译理 论转向更加注重功能和社会文化因素的翻译观。功能派认为翻译是一种行为。其理论的重点表现在如下三方面: (1)对翻译实质的阐释(2)对翻译过程参与者的角 色分析(3)功能翻译原则的提出。 K.赖斯是功能翻译理论的奠基人，她首次将语言功能与翻译结合，将文本按不同功能分类，使译者对交际功能的语言标记和功能翻译的组成单位感觉更敏锐，帮助译者为特定的翻译目的将对等标准明确为恰当的形式。. 之后，费米尔和诺德等提出“目的论”（Skopos theory），成为了功能翻译理论的核心理论。即翻译策略必须根据翻译要达到的目的决定，原文只起到提供信息的作用，为适应新交际环境和目标读者的需求，译者在翻译过程中的参照系不应是“对等”理论中所注重的原文及其功能，而是译文在目标语环境中所期望达到的交际功能。 J.H.曼塔利借鉴交际理论与行为理论中的概念，提出“翻译行为”（Translatio nal Action），把翻译看成目标驱动、结果导向的人们间的互动，关注翻译的过程，将翻译过程看作信息传送的过程。翻译行为及翻译的实质是一种有目的的跨文化交际。 功能翻译理论不再在等值理论的基础之上,进行直译与意译的无休止的争辩,而是从翻译的功能和目的出发,强调某一具体翻译目的要求相应的翻译策略、翻 译方法。即不同的翻译目的对应不同的翻译方法；为达到某一翻译目的可以采取多种翻译方法,从而回避了诸如直译和意译的两难处境。 三、功能翻译理论观点
摘要翻译目的论将翻译的目的作为所有翻译行为所应遵循的首要法则,即目的决定方法。本文从翻译目的论的框架出发，对王尔德喜剧The Importance of Being Earnest的两个同时期的中译本进行比较，从而得出结论，翻译目的的不同是导致译本差异的重要原因。 关键词戏剧翻译翻译目的差异 1 引言 戏剧是文学的重要组成部分，因此在翻译领域，戏剧翻译也是文学翻译重要的一支。The Importance of Being Earnest 是著名戏剧大师王尔德七部戏剧中最成功的一部，在中国有不少译本。大陆地区比较有名的是解放后由钱之德先生译的《名叫埃纳斯特的重要性》，台湾地区比较有名的是余光中先生的《不可儿戏》。这两个译本出现时间前后相差不过半年，在文本语言选择上却有很大的差异，除去译者本身文学修养的不同，造成两个译本巨大差异的另一个原因就是翻译目的的差别。1978 年汉斯·威米尔（Hans Vermeer）在《普通翻译理论框架》一书中首次提出翻译目的论的概念,把翻译置于人类行为理论的范畴中进行研究，指出翻译是人类的一种有目的的行为;并提出制约翻译过程的首要法则便是翻译行为的目的。本文拟依据翻译目的论对这两个翻译文本进行分析研究。 2 余译《不可儿戏》与钱译《名叫埃纳斯特的重要性》 在这两个译本中，我们可以看到，余光中和钱之德是抱着不同的目的来从事这部剧作的翻译的。 对余光中先生而言，翻译应该采取什么样的方法，没有固定的模式，完全是一种变通的、两相妥协的艺术。《不可儿戏》作为他的第一部剧本译作，完全秉承了这样的思想。在翻译此剧本时，他曾谈到，翻译此书，“不但是为中国的读者，也为中国的演员和观众”。充分表明了他译此剧的目的。也正是这样，为了上演的需要，余先生采用了灵活多变的译笔，跳出了直译、意译的一般模式。 而钱之德先生本身就是一位喜爱王尔德作品的读者。为了让其他文学爱好者和他一样有重读经典的机会，他在几乎没有任何译本参考的情况下翻译了这部作品，并且愿意把这部译作当作一部试译作，供读者欣赏阅读。他曾指出：“我认为，‘剧本对话，究以流利为是’正是我在翻译中必须遵守的准则之一。”因此，他
德国功能翻译理论 苏珊·巴斯内特和安德烈·勒菲弗尔（2001：l）认为，西方翻译研究发展史的显着特点之一就是对等，这一曾经至关重要的概念，逐渐淡化，并最终消解。20世纪70年代后期，随着经济全球化的发展，翻译活动更加频繁，各种文本类型的翻译需求迅速增加，非文学文本成为翻译研究的重要考察对象，德国功能翻译学派应运而生。这个学派的主要代表人物是：卡塔琳娜·赖斯（Katharina Reiss）、汉斯·弗米尔（Hans J. Vermeer）、贾斯特·赫尔兹-曼塔利（Justa Holz-M?ntt?ri）和克里斯蒂安·诺德（Christiane Nord）。德国功能翻译学派为翻译理论研究提供了崭新的视角，其代表理论有：的功能主义翻译批评理论（functional category of translation criticism），即文本类型理论（text typology）；弗米尔的目的论（skopos theory）；赫尔兹-曼塔利的翻译行为理论（theory of translation action）和诺德的功能加忠诚理论（function plus loyalty）。由于多元体系翻译观的影响，与原文文本至高无上观念紧密相关的等值标准逐步被侧重目标系统（target system）的观念所取代。 １．２．１功能翻译学派的理论基础 卡尔·布勒于1934年提出了语言功能“工具模式”，对功能翻译理论有深远的影响，为赖斯的文本类型学和弗米尔的目的论奠定了基础。 １．２．１．１布勒的语言功能工具模式 布勒的语言功能“工具模式”包含以下组成因素： 语境（context）：语言的“表现功能”，涉及符号与世界的关系； 说话者（speaker）：语言的“表达功能”，涉及符号和说话者的关系； 受话者（hearer）：语言的“感染功能”，涉及符号与受话者的关系； 符号（sign）。 布勒根据语言工具模式中的组成成分及其关系，区分了三种语言功能：信息功能（the information function）、表达功能（the expressive function）、感染功能（the appellative function）。他进而提出依据文本主要功能对文本进行分类（张美芳2005：65）。有一些文本明显试图影响读者的观念，一些文本意在产生某种美学效果，另一些则只是传达信息。布勒据此区分出三大文本类型：意动型文本（conative）、表达型文本（expressive）和信息型文本（representative）（周桥2006：81）。 １．２．１．２雅各布逊的语言功能模式 雅各布逊发展了布勒的语言工具模式，提出了语言功能模式。这个模式有六个组成要素：信息、语境、信息发送者、信息接收者、接触渠道、代码和话语功能。他根据各个组成要素之间的关系，把话语功能分成五类：信息功能、表情功能、感染功能、寒暄功能和诗学功能（张美芳2005：67）。 １．２．２译功能翻学派的主要理论 赖斯的文本类型理论将文本功能列为翻译批评的一个标准，即从原文、译文两者功能之间的关系来评价译文。弗米尔则以文本目的（skopos）为翻译过程的第一准则，发展了功能派最主要的理论：目的论（the skopos theory）。而曼塔利比弗米尔更进一步地拓展了功能主义翻译理论适用的领域。她的理论以行为理论为基础，针对包括文本转换在内的所有跨文化转换形式，而重点放在翻译过程的行为、参与者的角色和翻译过程发生的环境三个方面。 １．２．２．１赖斯的文本类型学
目的论视角下英文商标汉译研究Conclusion The author believes that the English-Chinese translation of trademarks based on Skopostheorie is a unique, informative, aesthetic, and creative translation that helps companies to establish a good image and facilitates the persuasion of customers to purchase, thus promoting the development of the enterprise.By analyzing the characteristics, functions and composition of English brands, the author finds that teleology is a very practical theory for guiding English-Chinese translation of trademarks. First of all, compared with functional equivalence theory, teleology focuses more on target text than on source text, which is very important in the Chinese translation of trademarks. Because the target text here directly affects the customer, it determines the establishment of the company's image in the customer's heart. Second, teleology is a very effective criterion for evaluating trademark translations. Skopostheorie has three rules, namely, the theory of teleology, the coherent rules between discourses, and the coherent rules in discourse. A good trademark usually conforms to these three principles. On the basis of previous studies, the author summarizes the translation principles of three English trademark translations: attribute association principle, cultural consciousness principle and memory principle. In order to successfully translate a trademark, the author suggests that translators use different translation strategies, such as transliteration, literal translation, and creative translation, depending on the situation. For some of the top luxury goods, this is a full transliteration method. For other common trademarks, it is best to translate their meaning. In addition, the author also recommends that translators follow the principle of loyalty and complete the translation task flexibly and carefully. Of course, there are still some shortcomings in this article. The author made some translation attempts under the guidance of Skopostheorie, and the situation is not ideal. Therefore, the author's research on teleology needs to be more detailed. References
2011年第4期总第169期 林区教学 Teaching of Forestry Region No．42011General No．169 翻译目的论视角下的金融英语翻译策略 王立莉 (哈尔滨金融学院商务英语系，哈尔滨150030) 摘要:简要回顾了翻译目的论的主要内容，并探讨在这一理论指导下，依据金融英语的主要特征，针对金融英 语翻译的基本策略。 关键词:翻译目的论;金融英语特征;金融英语翻译策略中图分类号:H319文献标志码:A 文章编号:1008－6714(2011)04－0066－02 收稿日期:2011－02－25 基金项目:黑龙江省金融学会重点课题研究项目“金融外语在黑龙江省金融业国际化进程中的作用”的阶段性成果之一 作者简介:王立莉(1969－)，女，吉林大安人，副教授，从事翻译理论与实践、英语教学研究。 引言 近几年来，随着我国对外经济贸易规模和数量的不断 壮大，涉外金融业务也日益增加，由此与对外金融业务密切相关的金融英语学科也呈蓬勃发展的态势。金融英语的翻译问题也成为一些学者探讨的话题，他们从不同的角度进行了分析和探讨，对金融英语的翻译提出了一些翻译技法。本文尝试从翻译目的论着手，探讨利用这一翻译理论，为金融英语提出一些切实可行的翻译策略。 一、翻译目的论的主要内容 德国学者弗米尔于20世纪70年代首次提出翻译目的论(Skopostheory )这一理论，它彻底突破了以原文本为中心的结构主义等值翻译理论，奠定了功能派翻译理论的 重要里程碑。Skopos 在希腊语中意为“目的” 。根据目的论，无论何种翻译，其最高规则都是“目的法则” 。根据目的法则，一种翻译行为由行为的目的决定，即 “目的决定手段”(张美芳，2005)。在这一理论框架中，决定翻译目的 的最重要因素便是受众— ——译文预期的接受者，他们有自己的文化背景知识、对译文的期待以及交际需求。每一种 翻译都指向一定的受众，因此翻译是在:“目的语情境中为某种目的及目的受众而生产的语篇。”(张美芳，王克非， 2005) 此外，“目的论”中有三个重要的法则，即目的法则、 语际连贯和语内连贯。语际连贯指的是译文与原文之间 存在的某种关系，这种关系也常被称为对原文的 “忠实”。语内连贯指的是译文在译入语文化及交际情景中应该有的意义，它强调译入语文化以及交际情景。弗米尔认为，语际连贯或忠实应从属于语内连贯，同时二者又都从属于“目的法则”(文军，2006)。在弗米尔看来，翻译中的最高 法则应该是“目的法则”。也就是说，翻译的目的不同，翻 译时所采取的策略、方法也不同。换言之，翻译的目的决定了翻译的策略和方法。 综上所述，翻译目的论把翻译从原语的束缚中解放出来， 从译入语的新视角来诠释翻译活动，它对翻译采取前瞻的态度，使得译文在完成译语情境中交际功能的同时，又符合各参与方的意愿。同时，翻译目的论是以读者为中心或者以译入语文化为导向的翻译理论，因此对金融英语 这种“信息型”功能文本的翻译特别适合。 二、金融英语的特征 金融英语属于专门用途英语，近几年逐步从商务英语中独立出来成为一门独立的学科。其内容涉及宏观经济运作、金融法规、金融机构、金融市场、金融监管、商业银行经营管理、信贷、银行会计、外贸等诸多专业，文字种类包 括担保抵押、 往来书信、债券发行、法律文件、通知、公告等，语言表达具有独特的专业语言特点和风格。 1.金融英语的词汇特征 金融英语最显著的特征是专业词汇丰富，专业术语广泛。一是有不少通用英语中的词语出现在金融英语中具有特定的词义;二是有大量的金融英语特有的专业词汇;三是专有名词多;四是缩略语使用频繁;五是金融英语中许多核心词非常活跃，搭配能力强，既常以固定搭配出现，具有搭配的独特性，又频频出现于不同的语域，具有使用的灵活性;六是金融英语中运用专业词语构词法派生的新 词语很多(冯长甫， 2007)。2.金融英语的句式特征金融英语中长句较多，句中常常插入短语、从句等限定、说明成分，形成冗长而复杂的句式结构，有时一个句子就是一个段落。这些结构复杂的长句在业务信函中不仅能表达复杂的意义，使行文显得严谨，而且使主要信息以词序的形式得到强调，增强了行文的正式程度。例如:O-ver the whole of 2010，GDP in the OECD area expanded by 2．9percent ，significantly up from the sharp decline of 3．5percent recorded in 2009，the OECD report showed ，confir-ming what economists previously predicted that the recovery trend is sure ahead though uncertainties linger in an unbal-anced way．这个句子既有宾语从句、主语从句，又有让步状语从句，还有现在分词短语作状语，过去分词短语作定语，结构非常复杂。 3.金融英语的语法特征总的说来，金融英语的语法相对比较简单。时态通常以一般现在时态为主，语态则常用被动语态，这是因为被动语态的使用具有结构紧密、语义准确、表达严密、逻辑性强等特点。在金融英语中使用被动语态，不必指出行为发 — 66—
方梦之主编：《译学词典》，上海外语教育出版社，第29页 功能翻译理论functionalist translation theory 又称“功能目的论”（Skopos theory）。1971年，德国的莱斯（K. Reiss）首先提出“把翻译行为所要达到的特殊目的”作为翻译评价的新模式。1984年她在与费米尔（H. J. Vermeer）合写的General Foundation of Translation Theory一书中声称：译者在整个翻译过程中的参照系不应是“对等”翻译理论所注重的原文及其功能，而应是译文在译语文化环境中所预期达到的一种或若钟交际功能。20世纪90年代初，德国学者克利斯蒂安·诺德（Christiane Nord）进一步拓展了译文功能理论。她强调译文与原文的联系，但这种联系的质量与数量由译文的预期功能确定。这就是说，根据译文语境，原文中的哪些内容或成分可以保留，哪些需调整或改写，该由译文的预期功能确定。 功能目的理论的两项基本原则是：1. 翻译各方面的交互作用受翻译目的所决定；2. 目的随接受对象的不同而变化。按照这两项原则，译者可以为了达到目的而采用任何他自己认为适当的翻译策略。换句话说，目的决定方式（The end justifies the means）。 作为受文化制约的语言符号，原文语篇和译文语篇受到各自交际环境的影响，译文功能与原文功能可相似或保持一致，也可能完全不同。根据不同的语境因素和预期功能，选择最佳的处理方法，这是功能翻译理论比以对等为基础的翻译理论或极端功能主义的翻译理论更为优越之处。翻译功能理论指导下的翻译方法表现出较大的灵活性，较高的科学性和易操作性。Toury 把“功能目的论”看作是“译
龙源期刊网 https://www.doczj.com/doc/8e9563744.html, 模因论视角下《流浪地球》字幕翻译研究 作者：谢碧云乔颖 来源：《科学大众》2019年第04期 摘 ; 要：在中国文化“走出去”的大背景下，越来越多的优秀中国影视作品引介至国外，获得许多外国友人的关注与喜爱。其中，高质量的字幕翻译是中国电影广受好评的重要原因之一。文章以电影《流浪地球》的字幕翻译为研究对象，以模因论为指导，从保留性、选择性以及变异性3个方面分析研究字幕翻译中的翻译策略与方法。 关键词：模因论;字幕翻译;流浪地球 1 ; ;模因论 模因（Meme），用来描述人类文化的进化，最早出现在《自私的基因》（The Selfish Gene）一书中，由牛津大学动物学家道金斯（Richard Dawkins）提出。道金斯（1976）将模因描述为“人类文化传播的单位，或模仿的单位”。根据此定义，可得出模因可以是曲调、思想、流行语、服装时尚、制作花盆或建造拱门的方法，总之，广义上能被模仿、复制的东西都可以看作是模因[1]。模因论是一种基于达尔文进化论的思想内容理论。道金斯提出模因通过模仿 传播，他和苏珊·布莱克莫尔（Susan Blackmore）则以模因的方式解释人类文化演变，此研究在模因研究的发展中起着至关重要的作用[2]。切斯特曼（Andrew Chesterman）经过系统分析提出了翻译模因论，认为翻译本身就是模因的重复和传播过程。该理论为电影字幕翻译研究提供了一个新的视角[3]。 1.1 ;保留性 模因保留性是指翻译模因复制具有3种情况：完全复制、相似复制以及突变复制，这其中最能体现保留性的是完全复制。译者在翻译过程中，首先要对源语中的模因进行解码并受其感染成为宿主，再将这些模因复制、重新编码到目的语中，这些模因就以一种新的载体出现，读者在阅读时也同样接受模因感染。当源语中的模因等效、等值翻译至目的语中时，即为完全復制，最大限度地保留了源语模因。 1.2 ;选择性 模因选择性是指模因在复制传播过程中，并不一定都是完全复制传播，在此过程中可能会发生变异，而结果就是某些模因可能被选择性保留下来，某些模因则被选择性淘汰。这样的“优胜劣汰”现象也体现了对进化论核心思想的继承。译者在翻译时也在作出选择，有些优秀的强势模因会被选择得以保留，而弱势模因则会被淘汰。 1.3 ;变异性
学号： 毕业论文 题目：目的论视角下中国影片的字幕英译 ——以《花样年华》的字幕翻译为例 On Subtitle Translation of Chinese Movies from the Skopostheorie ——A Case Study of “In the Mood for Love” 作者届别2014届 系别外国语言文学系专业英语 指导老师职称讲师 完成时间二〇一四年五月
On Subtitle Translation of Chinese Movies from the Skopostheorie —A Case Study of “In the Mood for Love” A Thesis Submitted to College of Foreign Languages & Literature in Partial Fulfillment of the Requirements for the Degree of Bachelor of Arts in English Language and Literature Supervised by Ms. Zeng Jianping Nanhu College Hunan Institute of Science and Technology Yueyang, Hunan May, 2014
摘要 电影作为一种有力的传播文化工具，日益影响我们的生活。电影字幕翻译在日益涌入的外文电影和大量的翻译工作中发挥着重要作用，字幕是促进文化交流的一种重要沟通手段。本文尝试从目的论的角度对字幕翻译进行研究，以《花样年华》为例，对这部影片的字幕翻译进行分析。论文简要介绍目的论的发展历程及其原则基础上，探讨了字幕翻译的特点及目的，结合例证通过对具体影片的分析提出相应的翻译策略，包括直译法、意译法和缩减法，以供有兴趣的学者在影视字幕翻译领域做出进一步的研究。 关键词：翻译功能目的论、字幕翻译、花样年华