归化和异化在商务英语翻译中的应用--以商务英语翻译中.doc

摘 要如今，中国企业进入国外市场呈现上升趋势。特别是中国全面入世之后，很多企业已经将公司简介翻译成英文。然而，通过一定数量的观察研究发现，多数公司译文质量差强人意。鳖脚的翻译有损公司的形象，更有可能导致公司经济方面的损失。本文以韦努蒂提出的归化异化理论为框架，通过对几个有代表性的公司简介英译的分析，阐述了如何适当地运用归化和异化理论来解决公司简介英译中的问题。公司简介翻译的首要目的是为了传递信息，更多考虑如何使译文传递的信息便于读者理解和接受，如何最有效地实现译文预期的功能和目的，原文的形式和内容往往要服从于译文的需要，服从于文本的交际功能。由此可见，公司简介翻译的主要策略为归化。当然，异化的策略也是不可或缺的，例如在词汇层面上有时异化是很好的解决办法。同时，翻译不仅仅是一个语言层面的翻译过程，翻译时译者要根据客户或委托人的要求，结合翻译的目的和译文读者的接受能力，从原作所提供的多源信息中进行选择性的翻译。关键词：公司简介英译；归化；异化；翻译策略ABSTRACTToday, an increasing number of Chinese businesses are entering foreign markets. Especially with Chinas full access to WTO, many of these companies have their company profiles translated into English to facilitate the advertising of their goods or services in a foreign market. An examination of these translations has revealed the quality of translations leaves much to be desired. Poor translations can damage the image of a company at best and result in adverse financial consequences at worst.The present paper applies Venutis Domestication and Foreignization as the theoretic framework. With analyzing several representative company profile C-E translations, this thesis tries to discuss how to resolve the problems in company profile translation by proper use of Domestication and Foreignization. Company profile translation mainly aims to offer information, so the apprehension of target readers and acceptability of translated versions should be put at the top place. Domestication is, therefore, an appropriate strategy in business translation, but it dose not always work. Because in some cases, foreignization is more effective, such as in lexical level. Besides, translation is not merely a linguistic process. Guided by the translation brief and taking into account of the translation purpose and the acceptability of the target readers, the translator selects certain items from the source-language.Keywords：company profile translation; domestication; foreignization; translation strategyContents1. Introduction11.1 General introduction.11.2 Research problems.22. Company Profile Translation32.1 Characteristics of Company Profile32.1.1 Clearness32.1.2 Conciseness32.1.3 Preciseness42.1.4 Summary42.2 Criteria of Company Profile Translation52.2.1 Properties of Company Profile Translation52.2.2 Principles for Company Profile Translation52.2.3 Summary73. Domestication and Foreignization83.1 General View on Domestication and Foreignization83.2 Domestication83.3 Foreignization94. The Application of Domestication and Foreignization in C-E Company Profile Translation104.1 The existing problems in company profile translation104.2 Sample analysis of C-E company profile translation104.2.1 Sample analysis 1104.2.1.1 C-E company profile of Zhongtian Information Technology Co., Ltd104.2.1.2 Existing problems on textual level and revision strategies114.2.2 Sample analysis 2114.2.2.1 C-E company profile translation of Nice Group and Little Swan Group114.2.2.2 Existing problems in lexical and syntactical level and revision strategies124.2.3 Summary124.3 The Influential Factors of Domestication and Foreignization in Company Profile Translation134.3.1 Cultural Differences134.3.2 Economic Differences135. Conclusion15Acknowledgements16References171. Introduction1.1 General introductionWith the increasing speed of globalization, the world is becoming smaller and smaller. At the same time China joined in WTO, which makes China be connected more closely to the rest of the world .Chinas intercourses with other countries or regions, especially in business field, are developing rapidly. As a result of that, business translation, a kind of media or tool communication, plays more and more important role in economic area and draws more attention as well as arouses more debates on this topic.Business translation is not only a word-translation activity but also cultural exchanges .The choice of domestication or foreignization is the most important approach in the process of translation, which always puts translator in embarrassing situation. Domestication and foreignization are two basic translation strategies which provide both linguistic and cultural guidance. They are termed by American translation theorist L.Venuti. According to Venuti, the former one refers to “an ethnocentric reduction of the foreign text to target-language cultural values, bring the author back home,” while the latter one is “an ethnodeviant pressure on those (cultural) values to register the linguistic and cultural difference of the foreign text, sending the reader abroad.”120. Generally speaking, domestication designates the type of translation in which a transparent, fluent style is adopted to minimize the strangeness of the foreign text for target language readers, while foreignization means a target text is produced which deliberately breaks target conventions by retaining something of the foreignness of the original 259.Business translation belongs to pragmatic translation and has its own characteristics .Business translation mainly aims to offer information, so the apprehension of target readers and acceptability of translated versions should be put at the top place. Domestication is, therefore, an appropriate strategy in business translation, but it dose not always work. Because in some cases, foreignization is more effective .The research on domestication and foreignization has aroused hot debates; unfortunately, most of them are only focused on linguistic level until recent years when cultural study becomes a hot topic.1.2 Research problems.The present dissertation seeks to address the following research questions:1) Which type of text does the Company Profile Translation belong to?2) What are the problems existed in Company Profile Translation?3) How to resolve these problems by applying domestication and foreignization? 2. Company Profile Translation2.1 Characteristics of Company ProfileCompany profile is common English adapted to specific business purposes. Generally speaking, business texts fall into the category of formal style. Business texts commonly serve as a media or tool to the receptors to understand all the information or expressions of the senders. A good business text should be clear and correct enough to arouse no misunderstanding or confusion. As a means of communication, the words used in company profile translation are quite different from those in general English. Due to the particularity of business activities, any negligence may cause big losses in money or in time. Every word, therefore, should be used carefully. Thus in terms of characteristics of company profile, the following points should be paid attention to:2.1.1 ClearnessClearness is the soul of company profile. Clearness means one meaning only, that is, there is no ambiguity or misunderstanding. A business report, a contract, an order, or even a note, should be clear enough to make readers understand well. Ambiguous words, phrases and sentence structures should all be avoided.Clearness requires that the information and meanings be expressed in a simple and direct way. The most proper business language is as such that the readers can understand the meaning immediately. Direct rather than indirect expressions are suitable in business texts, because direct expressions are clearer than indirect expressions, and the former are easier than the latter, thus less misunderstanding or confusion may appear. For example：We would like to know whether you would allow us to extend the time of shipment for 20 days and if you would be so kind as to allow us to do so, kindly give us your reply by fax without delay. It is difficult for readers to grasp the idea because it is too lengthy a sentence expressed in such a tortuous way. It can be rewritten as:Please reply by fax immediately if you will allow us to delay the shipment until April 21.如果同意我方把交货时间延期至4月21日,请速回电。3152.1.2 ConcisenessConciseness means the texts should be written in a simple and straightforward way. Conciseness can make the way of sending information more effective and can make the texts easier for readers to understand. Compare the following two sentences:A: Would you please give us a reply at your earliest convenience?B: Please reply as soon as possible. (请尽快答复)Obviously, B is much better than A, because B is more concise and effective and appropriate in business communication. In order to be concise, complex expressions should be avoided. 2.1.3 PrecisenessPreciseness is a very important rule for business texts. Any missing may cause serious consequence. Long sentence structures are often employed to achieve the effect of preciseness because long sentences usually contain more information and can define the rights and obligations more clearly (e.g. contract). The usage of long sentences is one of the typical features of documents such as contracts, laws and regulations.For example:Subject to the provisions of this Ordinance it shall not be lawful for any person to use, or to cause or permit any other person to use, a motor vehicle on a road unless there is in force in relation to the user of the vehicle by that person or that other person, as the case may be, such a policy of insurance or such a security in respect of third party risks as complies with the requirements of this Ordinance.除本条例另有条文规定外,任何人在道路上使用汽车,或致使或允许任何其他人在道路上使用汽车,除非就该人或其他人（视属何情况而定）对车辆的使用已备有一份有效的和符合本条例规定的第三者风险保险单或保证单,否则并不合法。（汽车保险（第三者风险）条例）（香港法例第272章第4（1）条）The above sentence consists of 81 words, which states clearly and precisely all the requirements. 2.1.4 SummaryAs an instrument of communication, company profile is usually used on formal occasions. Clearness, conciseness and preciseness are the main characteristics of company profile. In Chinese-English company profile translation, the three characteristics should be preserved in translated texts.2.2 Criteria of Company Profile Translation2.2.1 Properties of Company Profile TranslationCompany profile translation belongs to pragmatic translation, the main purpose of which focuses on the transfer of the information. In pragmatic translation, the major function of source texts is to offer information. As for the relationship between source texts and target texts, the reproduction of information is more important than that of form. The target texts have comparatively fixed forms and “general style conventions”462. Pragmatic translation is, in a sense, to eliminate the obstacles between the source information and target readers.It is almost impossible to use only one translation strategy even in one text, which will be helpful to the arguments in the latter chapters. In order to make the English texts understood by Chinese readers without misunderstanding, it is very necessary to discuss the principles of Chinese-English company profile translation.2.2.2 Principles for Company Profile TranslationThere have been many debates over translation principles both in China and foreign countries. In China, influential advocacies on translation are: “faithfulness, expressiveness and elegance(信、达、雅)”(Yan Fu), “Rather be faithful than smooth(宁信而勿顺)”(Lu Xun), “the notion of Sublimation(化境)”(Qian Zhongshu), and “the notion of Rivalry(竞赛论)”(Xu Yuanchong).In order to produce a proper translation, the translator must know business procedures. Currently, some standards have been put forward in China. For example, Pan Hong advocates:“The supreme standard for business English translation is functional equivalence, that is, the translated version must perform the same functions to the purpose of communication as the original text does.”(商务英语翻译的最高标准是“功能对等”,即译文必须保证达到与原文相同的交际功能和实现与原文相同的交际目的)530Here “functional equivalence” is borrowed from Nidas translation theory, which is in fact a theory of domesticating translation. But “functional equivalence” cannot be applied all the time because of the differences of economic systems between China and western countries. Since there are no recognized principles for Chinese-English business translation, the author of the present paper attempts to propose three principles for reference: Faithfulness, Smoothness and Standardization.a) FaithfulnessFaithfulness is the first and the most important principle for any translation. Faithfulness means the translated texts should reproduce all the information contained in the original texts. Obviously, here “faithfulness” refers to “be faithful to the original information rather than original forms”. In business activities any information is important and any missing of the original information would cause big loss. So original text is the basis of any translation. In Essay on the Principles of Translation, Tyler, a Scottish historian, put forward his famous three principles for translation:1. The translation should give a complete transcript of the ideas of the original work.2. The style and manner of writing should be of the same character with that of the original.3. The translation should have all the ease of the original composition69.These principles are useful for business translation. The main function of business translation is to transfer the information accurately and effectively. Faithfulness also means the translated texts should be understood well by the target readers without misunderstanding. In order to make the translation faithful to the original text, the translator must first understand the meaning or connotation retained in the original text.For example:He has an item in hand.First translation:他有一个项目在手里。This is not a faithful or proper translation because here “in hand” does not mean “in ones hand(在手中)”。The connotation of “in hand” means “be undertaking(承揽,进行)”.So the right translation is as follows:他在进行一个项目。b) SmoothnessAny translated texts should be in the line of the target language norms that is, translated versions should be in natural expressions, thus can reach the effect of smoothness. Smoothness gives the target readers a good understanding of the original information. For company profile translation, smoothness should be first on the basis of faithfulness, which requires a solid knowledge of business and good mastery of English and Chinese language. The translated versions should be in the natural Chinese expressions. Joseph Gallagher, an editor has stated:A translation could be technically accurate and yet fail to be intelligible and readable from the point of view of the general public 771.Here “be intelligible and readable” means the same as “not causing misunderstanding of the message” 8129. The two points are the key principles in business translation, to which much attention should be paid. On the one hand, smoothness is a must to make the translation “intelligible and readable”; on the other hand, smoothness must be concomitant with “not causing misunderstanding of the message” (ibid).For example:We have a long customer list. 我们有一个长的客户名单。This is a typical word-for-word translation. The English sentence may mean that the customer list is really long, but it implies that “we have a large number of customers”. The implication is not rendered in the Chinese version; whats more, the translation is not a natural one. So the natural translation should be:我们有一大批客户。c) StandardizationThere are many business lingos and special terms in business texts. The Chinese version of the special terms must meet relevant standards or business conventions. For Chinese-English business translation, the translated version must accord with the business conventions. The translation of special terms is required to be consistent in target texts. For one term in the original texts there should be only one equivalent in the translated texts.For example:A: He gives his car as a security. 他以车子作抵押。B: Treasury securities are revalued every day. 国库券每天都重新估价。“Security” usually means“安全”, but in sentence A it means“抵押”, while in sentence B it refers to“证券”。Some common words in business texts have meanings different from common usage. Such words should be paid much attention to when translated.2.2.3 SummaryFaithfulness, Smoothness and Standardization, three principles for company profile translation put forward by the author of the present paper, are interlocked with each other. Of course they are not perfect and needs further discussion and study. The author would supplement and correct the viewpoints in future translation practices.3. Domestication and Foreignization3.1 General View on Domestication and ForeignizationDomestication and foreignization first used by Lawrence Venuti, an American deconstructionist translation theorist, are two terms applied in translation to describe two different translation strategies. “There are only two. Either the translator leaves the author in peace, as much as possible, and moves the reader towards him; or he leaves the reader in peace, as much as possible, and moves the author towards him”919.There are disputes over domestication and foreignization since ancient times both in China and western countries. Over the past two decades, domestication and foreignization have been one of the focuses and aroused hot debates on translation studies. They are very similar to Chinas “free translation” and “literal translation” there are many differences between them. Domestication and Foreignization refer to two translation strategies mainly aiming at dealing with cultural differences between source language and target language. Free translation and literal translation are two translation methods showing the translators skills, which mainly involve in word transformation. This paper mainly focuses on the discussion on domestication and foreignization and relevant theories.3.2 DomesticationDomesticating translation strategy ha