论会展外宣文本汉英翻译中的视角转换_英语论文

On Shift of Perspectives in C-E Translation of the Publicity Texts of Exhibitions  

摘要

会展外宣文本的英译是以外国人为服务对象，传播中国的企业文化。然而，翻译是一种语言再现另一种语言的转换活动。由于汉英语言在结构与表达习惯上存在差异性，翻译时通常会采用视角转换的办法以解决翻译中语言与文化差异带来的许多实际问题。这样，译文流畅，目的性强，符合译语读者的语言习惯，可以增强译文的可读性。因此本文先简要界定会展企业对外宣传文本的特点及其功能，强调会展对外宣传文本翻译研究的重要性，然后梳理翻译过程中的视点转换及其视点转换的必然性，进而从四个层面详细探讨会展企业对外宣传文本翻译中的视点转换策略。

关键词：视角转换;汉英翻译;会展外宣文本

Abstract

The C-E translation of the publicity texts of exhibitions aims at serving foreign people who would like to accept the promotion of Chinese corporate culture. However, the translation is a process where one language can reflect another language in a different way. And because of the differences existing in the structure and expression between Chinese and English, it needs to adopt the translation method of shift of perspectives to solve many problems during the translation practice. In this way, conforming to expression habits of source language readers, target language in translation can be really smooth and purposeful. Besides, the readability of the translation can also be enhanced. Therefore, this paper briefly defines the characteristics and functions of the publicity texts of exhibitions held by enterprises, then the importance of exhibitions for the research on the translation of the publicity texts of the exhibition can be emphasized. So obviously, the employment of this tactic ---shift of perspectives is inevitably necessary in the process of the translation. This paper explores the tactic --- shift of perspectives needed in C-E translation of the publicity texts of exhibitions at four different levels in detail. 

Key words: shift of perspectives; C-E translation; the publicity text of exhibitions

Contents

Acknowledgements                             i

Abstract & Key words in English                       . ii

Abstract & Key words in Chinese                     . iii

Introduction                                 .1

1. An overview of the publicity texts of exhibitions.            2 

1.1 The definition of the exhibition industry.        .2

1.2 Features of the publicity texts of exhibitions.   . 3

2. Shift of Perspectives in Translation        4

  2.1The definition of shift of perspectives          5

  2.2 Necessity of shift of perspectives in translation             . .5

3. Shifts of perspectives in C-E translation of the publicity texts of exhibitions   .8

  3.1 At the level of language diction                     9

  3.2 At the level of thinking mode       .            . . . 10

  3.3 At the level of cultural psychology      . .         .11

  3.4 At the level of value concept    .   .       .  .    .12

Conclusion                                 14

References                               .   15