CAJ | 학술논문

在全球经济一体化的当今时代，中国各大企业奉行“走出去”的发展战略，积极开拓海外市场，不断提高企业的国际竞争力。各大企业的外宣翻译更是展示中国企业形象的平台，是吸引海外消费者、扩大企业对外交流与合作、提升企业国际影响力的重要组成部分。但当前的企业外宣翻译研究，要么是对外宣翻译的原则和要求进行阐述，要么是从微观词句层面对技巧和策略进行探讨，缺少从宏观到微观对语篇的全面关注。因此该研究运用功能语篇分析理论，从外宣文本的宏观内容结构出发，再到微观具体的语言表达方式，以浙江省地区企业简介及其外宣英译文为语料，结合外宣资料自身特点，以及中英宣传资料语言风格，行文结构的不同，对企业外宣翻译进行研究，提出切实可行的翻译策略，指导外宣翻译实践。
재전구경제일체화적당금시대，중국각대기업봉행“주출거”적발전전략，적겁개탁해외시장，불단제고기업적국제경쟁력。각대기업적외선번역경시전시중국기업형상적평태，시흡인해외소비자、확대기업대외교류여합작、제승기업국제영향력적중요조성부분。단당전적기업외선번역연구，요요시대외선번역적원칙화요구진행천술，요요시종미관사구층면대기교화책략진행탐토，결소종굉관도미관대어편적전면관주。인차해연구운용공능어편분석이론，종외선문본적굉관내용결구출발，재도미관구체적어언표체방식，이절강성지구기업간개급기외선영역문위어료，결합외선자료자신특점，이급중영선전자료어언풍격，행문결구적불동，대기업외선번역진행연구，제출절실가행적번역책략，지도외선번역실천。
In the era of economic globalization, solid steps are taken in implementing the“go global”strategy by Chinese enterpris?es, which actively explore overseas markets and continually improve the international competitiveness. Corporate publicity transla?tion, as the image of Chinese enterprises, plays an important role in attracting foreign customers, expanding exchange and coopera?tion with foreign enterprises, and improving corporation’s international influence. However, the current studies on corporate public?ity translation, either to explain the translation principles and requirements or to explore the skills and strategies from the micro-textual perspective, are quite limited. Therefore, this paper, using corporate publicity materials in Zhejiang Province as an exam?ple, approaches corporate publicity translation from the perspective of functional discourse analysis. Based on a comparison of the macro-content structure and micro-linguistic expression of Chinese corporate publicity texts with its English parallel texts, some practical translation strategies are put forward to guide the corporate publicity translation.