1, meaning and background of the topic.
With China's entry into the World Trade Organization, China enterprises have more and more foreign exchanges. If China enterprises want to enter the international market and improve their popularity in the international market, enterprise profiles on enterprise websites or brochures play a very important role. By reading the publicity materials of enterprises, readers can see that the publicity materials of enterprises not only include basic information about enterprises, but also include words, syntax and structure of enterprises promoting enterprises and big markets. The translation of corporate publicity materials in China will involve different language habits, writing styles, cultural factors, social and political factors, psychological factors and aesthetic factors from the target language, which requires the translator to make appropriate adjustments to the original text and reconstruct the text from the content and form, so as to achieve the purpose of communication. According to Rice's text types, this paper can be divided into three types, namely, "informative", "expressive" and "induced". In the author's view, corporate publicity translation belongs to both informative and inductive texts, with more emphasis on the latter. Therefore, the translation of international publicity should pay more attention to the communicative function of the text and consider how to make the information conveyed by the translation more convenient.
Verschuem, a Belgian pragmaticist, puts forward the adaptation theory, which holds that the process of language use is a process of dynamically selecting languages to adapt to different communicative purposes and communication objects. Therefore, the use of language can be studied from the perspective of adaptation theory. As a special way of communication, translation can also be studied from the perspective of adaptation theory. Excellent corporate publicity materials will not only improve the visibility of enterprises, but also bring immeasurable economic benefits to enterprises. Therefore, if any enterprise wants to enter the international market, it must work hard on the translation of publicity materials. Due to the differences in cultural background, historical origin and living environment between China and the West, in order to gain the recognition of the target language readers and inspire them to put them into action, the translator should adjust the form and content of the original text according to the reading habits, aesthetic habits, psychological factors and cultural factors of the target language readers. This adaptation process is also a process of text reconstruction. In this paper, adaptation theory and discourse reconstruction are combined in a breakthrough way, and the promotional materials and translations of Ximaike Exhibition Company and Haitian Seasoning Food Co., Ltd. are combined to try to analyze the phenomenon of discourse reconstruction in corporate publicity translation from the perspective of adaptation theory.
2. Abstract/research basis.
Verschueren put forward the Adaptation Theory in 1987, which aroused great repercussions in the field of pragmatics and was soon introduced to China by domestic scholars. Domestic scholars not only study and explore adaptation theory from the theoretical level, but also apply it to translation theory and practice, foreign language teaching, second language acquisition, cultural exchange and other fields. One of the greatest achievements is the study of translation theory and its application by Adaptation Theory. The introduction of Adaptation Theory into China's translation studies began in the early 20th century.
I hope this helps.