外贸公司网站英译研究报告之目的论视角

.z摘要随着我国经济的飞速开展，特别是参加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，讨论关于企业英译的一些错误和防止其发生的方法。首先，本文将引用一些知名外企和外贸公司的英文版做为*本，将讨论各自的利与弊，并且把现在企业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，例证翻译的错误，以及解决方案。最后总结翻译的方法及应防止的普遍性错误，以期给今后的翻译提供一个可行性方案。关键词：企业；翻译；目的论ABSTRACTWiththerapiddevelopmentofChina’seconomy,inparticular,istheinclusionofWTO,Chineseenterprisese*changeinformationwithforeignpanies,tradevolumeincreasingyearbyyear,therehavebeenanumberofwell-knowninternationalpanies.ThispapertendstodiscusstheEnglishtranslationonpanywebsite,andthewaystoavoidsomeerrormethodsfromtheperspectiveofSkoposTheory.Firsttheauthorquotessomefamousforeignandforeigntradepanywebsitesasmodelsoftheassay,discussestheirrespectiveadvantagesanddisadvantages,andpresentsthemaincorporatewebsitetranslationerrorssystematicallytothereaders.Secondly,theauthorintroducesSkoposTheoryasthemaintheoreticalsupport,demonstratesthepurposeoftheclassification,andfromthisperspective,somewebsitetranslationerrorsareobserved:functionaltranslationerrors,languagetranslationerrorsandculturetranslationerrors.Thenthepapergoesdeeperintothesethreeareas,e*emplifyingthepanywebsitetranslationerrorsandtheirsolutions.Atlast,thepapersumsuptranslationmethodsandtheuniversalmistakeswhichcanbeavoidedinordertoprovideasampleforthefurtherwebsitetranslation.Keywords：panywebsite;translation;skopostheoryContentsTOC\o"1-3"\h\z1.Introduction12.Currentsituationandfeaturesofpanywebsitetranslation22.1Currentsituationofpanywebsitetranslation22.2Samplesoffamousforeignpanywebsite32.3Featuresofpanywebsitetranslation43.Theskopostheoryandpanywebsitetranslation63.1IntroductionofSkopostheory63.2ThewrongtypesoftranslationfromtheperspectiveofSkopos83.2.1Functionaltranslationerrors83.2.2Liguistictranslationerrors93.2.3Culturaltranslationerrors104.AnalysesofwebsitetranslationofforeigntradepanyinZhejiangprovince134.1Functionaltranslationerrors134.1.1Problemoflength134.1.2Problemrootedfromdifferentthoughtpattern154.2Liguistictranslationerrors164.2.1Spellingerrors164.2.2Improperuseofpunctuation174.2.3Incorrectwordtranslation174.2.4Illogicalarrangment184.3Culturaltranslationerrors195.Conclusion20Acknowledgements21References22-.z1．IntroductionThankstotheongoingeconomicreformandopening-upandtheirresistibletrendofglobalization,China’smunicationwiththeworldhasbeenintensifiedinrecentyears[1].Toestablishcredibilityinoverseasmarkets,Chinesepanieshavetoprovideeffectivepanywebsitelinguisticallyandculturallyacceptabletotheirtargetreaders.Consequently,theEnglishtranslationofChinesepanywebsiteplaysasignificantroleinensuringasuccessfulmunicationwiththeoutsideworld[2].ThoughalmosteverypanywhichdealwiththeforeigntradeownshisEnglishversionwebsite,theoverallsituationoftheC-EtranslationofChinesepanywebsiteisfarfromsatisfactorythatleavealotofworktodo.Forthepresent,mostoftheworkarebasedontheruleofskopostheorywhichwewillinvestigatelater.AndwiththepopularityandapplicationsoftheInternet,thepanywebsiteplaysanincreasingimportantroleinforeigne*change,outreach,andtheabsorbforeigncapital[2].Althoughnowadaysmostdomesticenterpriseshavesetuptheirownwebsitesande-merceplatform,manye*port-orientedenterprisesisestablishedinEnglish,thesitehasbeeapropagandaoftheenterprise,aneffectivechanneltopromotepanyproducts.However,thereisnodifficultyinfindingerrorsparingthedomesticforeigntradepanywebsitetotheforeignpanywebsite.Somemistakesareeventoomuchtobear.Inrecentyears,thereappearsalargenumberofdiscussiononwebsitetranslation,startfromSkoposbasisdirection,andhavealotofresearchfruitsontheproblemofpanywebsitemistranslation.Butfortherelativelysmallcorporatepanywebsitetranslation,ithadnotbeengivensufficientattentionandstandardizedmanagement,error-pronewebsitetranslationdirectlyaffectapany’simage.2.CurrentsituationandfeaturesofpanywebsitetranslationIntheworldtoday,globalandregionalcooperationisinfullswingandcountriesareincreasinglyinterdependent.panywebsiteprovideaquickandconvenientaccesstothegeneralunderstandingofwhataChinesepanyislike,thusservingasbridgesthatenablebusinesspeoplefromdifferentcountrieswithdifferentculturalbackgroundstohaveabetterunderstandingofeachother[3].Buttranslationpracticeofpanywebsiteatlargeisstillfarfromsatisfactoryanditsstudyhasbeenlargelyignoredintheareaofpracticaltranslation.Traditionally,panywebsitearetranslatedinlightofthemostpopular“equivalencetheory〞[4].Previousstudiesontheirtranslationlargelyfocusedonthetranslationofindividualwords,phrases,sentences.Asaresult,manytargette*tsarefullofword-for-wordtranslations,linguisticmistakesandChinese-styleEnglishe*pressionsandmanyculturalandideologicalelementsarenotadequatelyrenderedintoEnglishinthecross-culturalmunication[5].Infact,asaspecializedandimportantareaoftranslation,thetranslationofpanyprofileshasitsownfeaturesandparticularmunicativefunctionswhichdeserveanin-depthandsystematicstudy.2.1CurrentsituationofpanywebsitetranslationForeignpropagandainthebusinesste*t,Chinesete*tusemoremodifierswhichusingrhyme,parallelism,wordswithotherpartiestypethete*tinordertoincreasethebeauty,attractpotentialcustomersandclients.Manytranslatorsoftenfinditdifficult,evenifbetranslated,alsobitethebulletandletthereadersofEnglish-speakingfinditdifficulttounderstand.pany’spublicityte*ttranslationisaccurateforthepurposeoftranslationaboutbusiness,product-relatedinformation.Soprominentistheinformationaltranslation,firstprinciplefocusontheinformation,andotherssuchasstyle,rhetoricandsoonissecondarytobit.Iftranslatedirectly,thete*twillcauseapile,informationduplication,notmeettheEnglishlanguageofe*pression.OnthebasisofSkoposprinciples,thetranslatorshouldcuttheoriginalte*tappropriatelyinorderforinformationreceiverbetterunderstandingthete*t.Differentfromotherte*ttypes,apanyprofileisaspecialkindofte*twithparticularpurposesandfunctions.ThetranslationpurposeofpanyprofilesistoenablemoreforeignerstoknowmoreaboutChinesepanies,thusachievinginternationalrecognitionandestablishingthecredibilityofthepanyanditsproducts.Inordertoachievethesepurposesandfunctions,moreattentionshouldbepaidtotargetreaderswhohavedifferentculturalbackgroundsinthepanyprofiletranslation.Accordingtoskopostheorie,atranslationactionisdeterminedbyitsSkoposandtheendjustifiesthemeans.Thatmeansthepurposeoftranslationdeterminesthetranslationmethodsandstrategiesthataretobeemployedinordertoproduceafunctionallyadequateresult.Therefore,intheC-Etranslationofpanyprofiles,translatorsshouldadheretoSkoposrule,coherenceruleandfidelityruleanditisapplicableforthemtoadoptaTT-orientedorreader-centeredtranslationstrategy.However,manytranslatorsinthisfieldtendtoneglectthetranslationpurposeofpanyprofiles.Asaresult,linguisticandculturalproblemsstille*istandobstructtheachievementoftheSkoposofpanyprofiles.Enlightenedbythefunctionalistapproach,thethesisalsoconductsaprehensivesurveyastothereadabilityandacceptabilityofthetargette*t[6].ItisfoundthatforeignpeopledonotrespondpositivelytotheEnglishtranslationofChinesepanyprofiles.Theseproblemsorerrorsadverselyaffectthequalityoftranslation.Primarilyundertheguidanceofthefunctionalistskopostheorie,thethesisputsforwardasetofguidingprinciplesfortheC-Etranslationofpanyprofiles,thatis,idiomatic,prehensible,andacceptable.Byanalyzingauthentice*amples,thestudyalsojustifiessomeappropriatestrategiessuchasaddition,abridgementandrestructuring.AconclusioncanbedrawnthatitisfeasibletoguidetheC-Etranslationofpanyprofilesinthelightofthefunctionalistapproach,particularlyskopostheorie.Inthetranslationprocess,thetranslatorise*pectedtobearinmindtheintendedfunctionofthetargette*tandproduceaversionthatisprehensibleandacceptabletothetargetreader.Duetogreatlinguisticandculturaldifferences,thetranslationprocessusuallyinvolvesconsiderableadjustmentsoradaptationsofthesourcete*tinordertoachievetheintendedfunctionofthetargette*t.Hopefully,theprinciplesandstrategiesproposedinthisstudywouldbeofsomevaluetotheC-Etranslationofpanyprofilesaswellasotherpublicmaterials.2.2SamplesoffamousforeignwebsiteTherearealotoffamouspanyonthelistoftop500intheworld,aftersearchingfortheirpany,notdifficultinfindingalotoffeaturesinmonabouttheirwebpagedesign.Thefollowingsareclassicsamples.E*ample[1]:In1886,Coca-Cola®broughtrefreshmenttopatronsofasmallAtlantapharmacy.Nowwellintoitssecondcentury,thepany'sgoalistoprovidemagiceverytimesomeonedrinksoneofitsmorethan400brands.Coca-ColahasfansfromBostontoBudapesttoBahrain,drinkingbrandssuchasAmbasa,VegitabetaandFrescolita.Intheremotestersoftheglobe,youcanstillfindCoca-Cola.Coca-Colaismittedtolocalmarkets,payingattentiontowhatpeoplefromdifferentculturesandbackgroundsliketodrink,andwhereandhowtheywanttodrinkit.Withitsbottlingpartners,thepanyreachesouttothelocalmunitiesitserves,believingthatCoca-Colae*iststobenefitandrefresheveryoneittouches.(heritage.coca-cola./)E*ample[2]:Softwareisaleadingonlineportalforsoftwareproducts,withfreedownloadsande*pertsoftwarereviewstohelpyoumakeaninformedchoice.Welistthousandsofdiscountedsoftwareproductswithpricesthatarealmostalwaysthelowestavailableinthecountry.Wealsolistahugeselectionoffreedownloadssoyoucantrysoftwarefreebeforeyoudecidetobuy.TheSoftware.storefeaturesthethesoftwareindustry’sleadingpublishers,includingMicrosoft,Intuit,Symantec,Adobe,Nuanceandhundredsofothers.Oursoftwarestoreprovidesuserswithrichresourcesincludingthousandsofuserreviews,articles,andproductparisoncharts.

Software.employsateamofindustrye*pertswithover40yearsofbinede*perienceinonlinesoftwaredistribution.Ourgoalistobringyouthebestrangeofworld-leadingsoftware,atthebestprices,withrichreviewsandproductinformationsoyoucanchoosethesoftwarethatisrightforyou.(.software./about/)Aswecanseefromthesesamples,theforeignpanywebsitesaremorefunctionalandfocusmoreonintroducingproducts,andthepurposearemuchstrongerandprominent.Thisise*actlywhatourpanywebsiteislackof,forwealwaysputmorewordsindescribingpanyhistoryandpriortradition,butlackofproductsintroductionandspecialusersattraction.2.3FeaturesofpanywebsitetranslationFirstofall,panywebsitetranslationprofiledependsmoreontheskoposrules.Differentfromotherte*ttypes,apanywebsiteprofileisaspecialkindofte*twithparticularpurposesandfunctions.ThetranslationpurposeofpanywebsiteprofilesistoenablemoreforeignerstoknowmoreaboutChinesepanies,thusachievinginternationalrecognitionandestablishingthecredibilityofthepanyanditsproducts.Inordertoachievethesepurposesandfunctions,moreattentionshouldbepaidtotargetreaderswhohavedifferentculturalbackgroundsinthepanyprofiletranslation.Accordingtoskopostheorie,atranslationactionisdeterminedbyitsSkoposandtheendjustifiesthemeans.Thatmeansthepurposeoftranslationdeterminesthetranslationmethodsandstrategiesthataretobeemployedinordertoproduceafunctionallyadequateresult.Therefore,intheC-Etranslationofpanyprofiles,translatorsshouldadheretoSkoposrule,coherenceruleandfidelityruleanditisapplicableforthemtoadoptaTT-orientedorreader-centeredtranslationstrategy.Secondly,primarilyundertheguidanceofthefunctionalistSkopostheorie,thethesisputsforwardasetofguidingprinciplesfortheC-Etranslationofpanyprofiles,thatis,idiomatic,prehensible,andacceptable.Byanalysisauthentice*amples,thestudyalsojustifiessomeappropriatestrategiessuchasaddition,abridgementandrestructuring.AconclusioncanbedrawnthatitisfeasibletoguidetheC-Etranslationofpanyprofilesinthelightofthefunctionalistapproach,particularlyskopostheorie.Inthetranslationprocess,thetranslatorise*pectedtobearinmindtheintendedfunctionofthetargette*tandproduceaversionthatisprehensibleandacceptabletothetargetreader.Duetogreatlinguisticandculturaldifferences,thetranslationprocessusuallyinvolvesconsiderableadjustmentsoradaptationsofthesourcete*tinordertoachievetheintendedfunctionofthetargette*t.Hopefully,theprinciplesandstrategiesproposedinthisstudywouldbeofsomevaluetotheC-Etranslationofpanyprofilesaswellasotherpublicitymaterials.Atlast,definedasthemeasureofallthingsintranslationbyReiss,theSTisregardedbyVermeerasmerelyan“offerofinformation〞whichcanbepartlyorwhollytransmittedforthetargetaudience,leavingitsstatusmuchlowerinskopostheriethaninequivalence-basedtheories.Anditisthepurposeofthetranslationthatdetermineswhattotranslate,howmuchtotranslateandwhatstrategiestoemployinspecificsituations.Forthisreason,inC-Etranslationofpanywebsite,anytranslationstrategycanbeadoptedprovideditiseffectiveinpublicizingthepanyinthetargetcultureande*pandingitsbusinessthere.Thetranslatorneedstoserveas“culturalfiltering〞,whichmeansmakingadjustmentstothestructureandstyleofthesourcete*tbyaddition,deletionandrewriting.Inthissection,differentsuccessfultranslationtechniquesapplicabletopanyprofiletranslationinlightofskopostheoriewillbee*plored.3.TheSkopostheoryandpanywebsitetranslationApanywebsiteisaparticularmunicativemessagethatanorganizationwantstodelivertoaparticularaudience.Itisessentially“arésumé〞presentinganimageofaparticularpany,aimingto“establishthecredibilitywiththemarketthepanyserves〞[8].Hackettmaintainsthatagoodpanywebsiteprofilehelpspotentialcustomersto“understandthepany’sbusinessaswellastounderstanditsapproach,uniquestrengthsandrelevante*perience〞[7].Kleinalsoarguesthatapanywebsiteprovidesinsightaboutapanytoitscustomersandprospects;potentialemployeesandpartnersviewittoevaluatewhetherornotitisthekindofpanythey’dliketoworkwith.Generallyspeaking,awell-writtenpanywebsitecontainsthepany’sfounders,productrangeorservicethatapanyoffers,majorstockholders,membersoftheboard,address,telephoneandfa*numbers,website,andothervitalinformation.Somewebsiteincludetheirhistoryandsignificantachievementstheyhavemadethroughtheyears.Thisthesisdefinesapanyprofileinanarrowsenseandreferstoapanyintroductionsinceintroductoryremarksheadalltheothersubdirectoryitemsandareofthemostrepresentativecharacteristics.ThesamplesemployedinthisthesisincludebrochuresandmaterialsfromtheInternetandcoveragreatvarietyofbusinessfieldssuchasbanks,hotels,automobiles,medicine,wine,householdelectricalappliances,tobacco,andsportsgoods.3.1IntroductionofskopostheoryTheSkopostheoryisanimportantfunctionalisttheoryoftranslationthatwasdevelopedinGermanyinthe1970s.Itreflects“ageneralshiftfrompredominantlylinguisticandratherformaltranslationtheoriestoamorefunctionallyandsocioculturallyorientedconceptoftranslation〞[8]235.Itgreatlywidenstheresearchfieldoftranslationandputstranslationresearchesintheframeworkofcross-culturalmunication,insteadofthenarrowframeworkofsourceandtargette*tsorthetransmissionbetweentwolanguages.TheSkopostheorydrawsinspirationfrommunicationtheory,actiontheory,te*tlinguisticsandte*ttheory,andalsofrommovementsinliterarystudiestowardreceptiontheories.ItisregardedasthecoreofGermanfunctionalism.HansVermeerwhoproposedtheSkopostheorygiveshisowndefinitionoftranslationfromauniqueperspectivethattranslationisa“purposefulaction〞.IntheSkopostheory,translationisbasicallyatypeofmunication.Inotherwords,translationisatypeofhumanaction.Sinceactionistheprocessofacting,whichmeans“intentionally(atwill)bringingaboutorpreventingachangeintheworld(innature),andthuscanbedefinedasanintentionalchangeortransitionfromonestateofaffairstoanother〞[9]16.Translationasahumanactionmustalsobeintentional.Itmustbeassessedinaparticularculturesystem,andatranslationtheorycannotdrawuponalinguistictheoryalone.Instead,whatisneededisatheoryofculturetoe*plainthespecificityofmunicativesituationsandtherelationshipbetweenverbalizedandnon-verbalizedelements.Here,thedifferencebetween“translationalcation〞and“translation〞mustbedistinguished.Translationinthenarrowsensealways“involvestheuseofsomekindofsourcete*t〞,whereastranslationalaction,whichistherangeofwhattranslatoractuallydo,may“involvegivingadviceandperhapsevenwarningagainstmunicatingintheintendedway〞[9]17.Translationisjustaformoftranslationaction.Thus,translationisdescribedasanintentional,interpersonal,pertlyverbalinterculturalinteractionbasedonasourcete*t[9]18.Basedonthisbelief,Vermeerputforwardhistranslationprinciples,includingtheSkoposruleadtheguidingprinciple,andthecoherenceandthefidelityruleassubordinateprinciples.Itrequiresthatagoodtranslationbe:[1]pragmatic,accountingforthesituationalconditionsofmunicativeinteractionand,accordingly,fortheneedsande*pectationsoftheaddresseesofthetargette*tandevenmakingthereceiverthemostimportantyardstickoftranslationaldecisions;[2]culture-oriented,givingconsiderationtotheculture-specificformsofverbalandnonverbalbehaviourinvolvedintranslation;[3]consistent,abletoshowthetranslator’sdecisionsinanytypeorformoftranslationtaskandmakethetargette*tafunctionalone;[4]practical,accountingalltheformsoftransculturalmunicationneeded;[5]normative,displayingthetranslator’sparticularpurpose;[6]prehensive,themunicativeeffectsofatargette*tbeingequivalenttothoseofthesourcete*t;[7]e*pert,provingthetranslatorbeingane*pertintheirfield,petenttomakepurpose-adequatedecisionswithfullresponsibilitywithregardtotheirpartners[26].3.2ThewrongtypesoftranslationfromtheperspectiveofSkopostheoryDuringtheinformatione*changing,Chinesepanieshavetoprovideeffectivepanywebsiteprofilelinguisticallyandculturallyacceptabletotheirtargetreaders.Consequently,theEnglishtranslationofChinesepanywebsiteplaysasignificantroleinensuringasuccessfulmunicationwiththeoutsideworld.YettheoverallsituationoftheC-EtranslationofChinesepanyprofilesisfarfromsatisfactory.FromtheperspectiveofSkopostheorie,“ifthepurposeofatranslationistoachieveaparticularfunctionforthetargetaddressee,anythingthatobstructstheachievementofthispurposeisatranslationerror〞[9]74.Thus,todecidewhetherapieceoftranslationisatranslationerrorornotisneithertoseewhetherthetranslationisgrammaticallycorrectornot,nortoseewhetherthetranslationisloyaltothemeaningofthesourcete*t.Instead,itshoulddependonwhetherthetranslationhasachievedtheintendedpurposeoftheoriginalwork.AsfarastheC-Etranslationofpanyprofilesisconcerned,majorproblemsanderrorsresultfromtheignoranceoflinguisticandculturaldifferences.ThemonerrorsintheC-Etranslationcanberoughlyclassifiedintotwocategories:functionaltranslationerrors,linguistictranslationerrorsandculturaltranslationerrors.3.2.1FunctionaltranslationerrorsFunctionalinadequaciesoccurinfourways.Theymaybepragmatictranslationerrors,whicharetheresultof“inadequatesolutionstopragmatictranslationproblemssuchaslackofreceiverorientation〞.Secondly,theymaybeculturaltranslationerrors,whichare“duetoaninadequatedecisionwithregardtoreproductionoradaptationofculture-specificconventions〞.Thirdly,theymaybelinguistictranslationerrors,whichare“causedbyaninadequatetranslationwhenthefocusisonlanguagestructures〞.Fourthly,andfinally,theymaybete*t-specifictranslationerrors,whichare“relatedtoate*t-specifictranslationproblemand,likethecorrespondingtranslationproblems,canusuallybeevaluatedfromafunctionalorpragmaticpointofview〞[10]75-78.Theseriousnessofthesefourtypesoferrors,Nordsays,canberanked“top-down〞.Pragmaticerrorsare“amongthemostimportantatranslatorcanmake〞,buttheyarealso“usuallynotverydifficulttosolve〞.Thegradingofculturalandlinguistictranslationerrorsdependsonthefunctionalsignificanceofeach[10]76.Functionreferstothefactorswhichmakethete*tworkintheintendedwayinthetargetsituation.Loyaltyreferstotheinterpersonalrelationshipbetweenthetranslator,thesource-te*tsender,thetarget-te*taddressesandtheinitiator.Loyaltylimitstherangeofjustifiabletarget-te*tfunctionsforoneparticularsourcete*tandraisestheneedforanegotiationofthetranslationassignmentbetweentranslatorsandtheirclients[11]126.Theclaimthatavarietyofstrategies,oftenmovingawayfromthelinguisticsurfaceofthesourcete*t,arenecessarytoproduceafunctionaltargette*tgivesamoregroundedprecisiontotheclaimsofGoldblattandRaffel.Nord’sargumenthelpsustounderstandthatthesestrategiesarenottobeconsideredshortingsorinadequacies,reluctantlyacceptedasabstract“poetry〞butneveras“scholarship〞–theyaredeliberateandintelligentformsofbothcreativityandfidelity.Indeedtheyaretheinevitable,differentpathsthattranslatorsmustfollowiftheywishtocreatenewte*tsbasedontheirappropriatelyfunctionalreadingsofthesource-te*t.(Scholars,toparaphraseRaffel,arethenentitledtotranslationsasmuchaspoets–butbecausetheirneedsaredifferent,theyeachrequireadifferentsortoftranslation.)Ifthesestrategiesofnon-equivalencearetobeconsidered“mistakes〞atallthentheyare,inaparado*icalway,“deliberatemistakes〞,intentionallyundertakeninordertorecreatethete*tinawaythatdeviatesfromtheliteralsurfacemeaningofthesourcete*tsoastorepresentitsother,deeper,features.Othererrors,or“mistakes〞,whicharetheresultofourintentionsbeingneitheradequatenorappropriate,mightbeconsidered,incontrast,tobe“foolishmistakes〞,theproductofignorancebutnotofmaliciousness.Andignorancecanbeovereby“anadequateleveloflanguageandcultureproficiency〞.3.2.2LingustictranslationerrorsLinguistictranslationerrorsareatthebasiclevelamongthefourtypesoferrorsmentionedabove.Theyusuallystemfromaninpetenttranslator’spoormandofthetargetlanguage.Unfamiliarwiththetargetlanguagenormsandconventions,anunqualifiedtranslatorwouldmakeallkindsoferrors,whichrangefromlevis(spellingandchoiceofwords),semantics(meaningthesourcete*tintendstoconvey)tosynta*(grammaticalsentencesandstructure).Hencethetranslatedte*tcannotbefullyunderstoodbytheforeignaudience.Fore*ample,“拳头产品〞hasbeentranslatedliterallyas“fistproduct〞.InChinese,“拳头产品〞indicatesthattheproductsellswellinthemarketanditisregardedasabrandname.Thecounterpart“fist〞inEnglish,however,justmeansthehandwhenclosedtightlywiththefingersbentintothepalm,whichcannotconveytheoriginalmeaning.Itwouldbebettertobetranslatedas“knockoutproduct〞,“hard-punchproduct〞or“productwithapetitiveedge〞[12].E*ample[3]:三十年纺织品和服装出口经历，质量第一，信誉第一，友情第一，重合同，守信用，始终如一。(.hongzete*.)Originalversion：Thirtyyears’e*perienceofte*tilesandgarmentse*port.Qualitythebest.Reputationandfriendshiptheforemost.Alwaysabidebycontactsandcredibility.Revisedversion：Therenderinginthise*ampleisatypicalword-for-wordone,letalonethegrammaticalmistakeinthelastsentence“Alwaysabidebycontactsandcredibility〞.ThedeliberatefaithfulnessofitssentencestructureactuallyresultsinsentencefragmentsinEnglish,whicharefarfromemotionallyappealingtotheEnglishreaders.Suchredundantsyntacticstructurewillsurelyconfusethetargetreaders.E*ample[4]:集“中国著名商标〞、“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)**，位于**省**市经济技术开发区。(.*tep../)Originalversion：*tep(China)co.,ltd.,honoredwithChina'sfamousandpopularbrand,China'sfamousbrand,productse*emptfrominspectionande*portproductse*emptfrominspection;whichlocatesinQuanzhouEconomicandTechnologicalDevelopmentzone.Aftercorrectingthegrammaticalerrorsinthisversion,animprovedversioncouldbe:Revisedversion：*tep(China)Co.,Ltd.,winninghonorslike“China’sfamousandpopularbrand〞,“China’sfamousbrand〞,“inspection-e*emptproducts〞and“inspection-e*emptproductsfore*port〞,whichislocatedinQuanzhouEconomicandTechnologicalDevelopmentZone.3.2.3CluturaltranslationerrorsWhatdoesthe