摘要
加强企业形象建设,是企业经营的一项核心战略。随着网络成为对外传播信息的主要媒介,企业形象外宣也从传统的纸质文本日益向网络超文本进行转变。在企业超文本外宣翻译中建构中国企业形象,不仅需要跨越语言与文化的障碍,还需要跨越媒介的鸿沟。因此,在企业超文本外宣翻译中能否充分运用超文本的数字文本特性,对于成功建构企业外宣形象发挥着重要作用。本文对企业超文本外宣翻译中建构中国企业形象的路径进行了探索,旨在运用超文本的非线性、多模态、交互性特性,更好地对外展示新时代中国企业形象,进一步增强中国在全球的影响力、传播力和感染力。
Strengthening China’s corporate image is of great significance in making China’s corporations more competitive,which is also a window for international audience to know more about China.As the Internet has been transformed into a major medium for corporations to spread information,the text of displaying corporate image for international audience is shifting from traditional text in print to digital hypertext.Therefore,in order to better construct corporate image by hypertext translation,barriers of language and culture have to be overcome,and gaps of medium have to be bridged as well.This paper has made an exploration of the way to constructing China’s corporate image by hypertext translation,taking advantage of hypertext’s nonlinear,multimodal and interactive features.As to the nonlinear feature of hypertext,translators should pay special attention to four aspects:(a) Due to the limited space when displayed on screen media,the target text s length should be adapted,and a briefer text is preferred;(b) The important information in the target text should be highlighted,and strategies such as adding subtitles,rewriting topic sentences,and marking key words can be used;(c)Translators can set up inner hyperlink and outer hyperlink when translating,the former being directed to the target text itself and the latter being directed to other related texts;(d) In addition to the traditional way of using verbal annotation for thick translation,translators can use non-verbal annotation such as pictures,audios,videos,etc.to provide readers with chances to know more about China’s corporations.As to the multimodal feature of hypertext,translators should be more concerned with modal combination,modal transformation,and modal localization:(a) In the target text,translators can combine verbal signs and non-verbal signs to collaboratively construct text meaning by way of elaboration,extension,or enhancement;(b) If necessary,some verbal signs in the original text can be transformed into non-verbal signs in the target text,especially when the meaning conveyed merely by words is extremely difficult for readers to understand,while nonverbal signs such as pictures can make the meaning more vivid and understandable;(c) Translators should be aware of the modal regulation in the target culture,and when the modal signs in the original text are in conflict with the regulation in the target culture,translators should use strategies to modify them.As to the interactive feature of hypertext,translators should use self-presentation strategies to make the target text more interactive with the readers.In the original texts of China’s corporations,the wording for self-presentation is mainly impersonal,using self-references such as "it", "its", "itself", "the company", "the corporation",etc.The use of impersonal self-references shows that C hina’s corporations usually enjoy a higher authority over their domestic customers.However,it will detach the corporations themselves from overseas customers.Hence,when translating,these impersonal self-references can be transformed into personal self-references such as "we", "our", "us", "ourselves",in order to create an intimate relationship with overseas customers.With the effective use of these translation strategies,China’s corporate image can be better displayed.
作者
牟宜武
吴赟
MOU Yiwu;WU Yun(School of Foreign Languages,Tongji University,Shanghai 200092,China;School of Foreign Languages,Lanzhou Jiaotong University,Lanzhou,Gansu 730070,China)
出处
《外语电化教学》
CSSCI
北大核心
2021年第3期115-120,18,共7页
Technology Enhanced Foreign Language Education
基金
国家社科基金重大项目“中国特色对外话语体系在英语世界的译介与传播研究(1949—2019)”(项目编号:19ZDA339)的阶段性成果。
关键词
企业形象
超文本
外宣翻译
翻译路径
Corporate Image
Hypertext
International Publicity Translation
Translation Approach
