1/16目的论视野下的企业外宣翻译——以萍乡百斯特电瓷有限公司外宣译文为例OntheTranslationofForeignPublicityMaterialsofEnterprisesfromthePerspectiveofSkoposTheory——ACaseStudyoftheEnglishVersionofPingxiangBestInsulatorGroupCo.,Ltd摘要摘要：随着对外宣传工作在国际交流中的作用日益突显，企业外宣翻译也越来越重要。本文以萍乡百斯特电瓷有限公司为例主要分析了企业在外宣翻译中普遍存在的问题及其成因，并从目的论的角度探讨了企业外宣翻译中应采取的翻译策略，从而提高翻译质量并实现源语文本的预期目标。关键词：外宣；问题；成因；目的论；翻译策略Abstract:InviewoftheincreasingsignificanceofforeignpublicityinChina，thecurrentsituationofthetranslationofforeignpublicitymaterialsofenterpriseshavebecomemoreandmoreimportant.ThispapermainlyanalyzestheproblemsexistinginthetranslationofcorporatepublicitymaterialsandthecausesforthepoortranslationbytakingPingxiangBestInsulatorGroupCo.,Ltd.asanexample.FromtheperspectiveofSkopostheory,itexploresthetranslationstrategiesadoptedinthetranslationofcorporatepropagandasoastoimprovethequalityoftranslationandachievethedesiredgoalsofthesourcetext.Keywords:foreignpublicitymaterials;problems;causes;Skopostheory;translationstrategies1/162/161.IntroductionUnderthetrendofeconomicglobalization,China'scomprehensivenationalstrengthhasbeencontinuouslyenhanced;itsinternationalstatushasbeenraised;itsopeningtotheoutsideworldhasbeendeepening;anditsexchangeswithforeigncountrieshavebecomemoreandmorefrequent.TheChinesegovernmenthasputforwardthemacrostrategicconceptof"BeltandRoad".Inthefuture,Chineseenterpriseswillhavemoreandmoreopportunitiestoentertheinternationalmarketandparticipateinbroaderinternationalcompetitionandcooperation.Inthisprocess,enterprisesshouldnotonlycreatehigh-qualityproducts,butalsodevotethemselvestodisplayingandpromotingagoodcorporateimagethroughhigh-qualityforeignpublicitymaterials,thusgreatlyenhancingthecomprehensivecompetitivenessofenterprisesinoverseasmarkets.Therefore,thetranslationofforeignpublicitymaterialsplaysavitalroleinthedevelopmentofenterprises.FromtheperspectiveofSkopostheory,thispaperbrieflyexpoundsthetranslationofforeignpublicitymaterialsofenterprises,andtakesPingxiangBestInsulatorGroupCo.,Ltd.asanexampletoanalyzesomecommonproblemsinthetranslationofforeignpublicitymaterialsandcausesforpoortranslation.Inordertoimprovethetranslationqualityofforeignpublicitymaterials,sometranslationstrategiesareputforwardfromtheperspectiveofSkopostheorysothatoverseasreaderscanaccuratelyobtainrelevantenterpriseinformation.Thiswillhelpenterprisestoestablishagoodexternalimageinoverseasmarkets,andenhancetheoverallcommunicationwiththeinternationalmarket.2.SkopostheoryIn1971,thepublicationofthefamousGermantranslationtheoristKatharinaReiss'sbookPossibilityandLimitationofTranslationCriticismmarkedtheestablishmentoftheGermanfunctionalschool.Reissintroducedtheconceptof"function"intotranslationcriticismresearch,andfirstproposedthat"thespecialpurposethattranslationbehaviorhopestoachieve"shouldberegardedasanew2/163/16modeloftranslationcriticism.HansJ.VermeerstudiedwithKatharinaReissforalongtimeinlanguageandtranslationstudies.Hehaspublishedmanytranslationstudies,suchas"AboutTranslationTheory"(1983),co-authoredwithReiss,"BasicTranslationTheory"(1984)and"TheoryofTranslationPurposes:ControversyandCountermeasure"(1996).VermeerofficiallyproposedtheSkoposTheoryinhisbookBasicTheoryofTrans...
