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The description of the mini-news papers nowadays is much different from that done by the past researchers. First, the conception of the mini-news paper then refers to the news that are published and spread but not formally issued. Second, the publishers of them not only were the titang (martial liaison officers living in the capital of various provinces) and their news printers and copying writers, but also the masters of civilian-run news paper publishers News Papers>...

The description of the mini-news papers nowadays is much different from that done by the past researchers. First, the conception of the mini-news paper then refers to the news that are published and spread but not formally issued. Second, the publishers of them not only were the titang (martial liaison officers living in the capital of various provinces) and their news printers and copying writers, but also the masters of civilian-run news paper publishers News Papers> and their news printers and copying workers; occasionally, there were some individuals. From the early period to the end of Qing dynasty, mimi-news papers were forbidden again and again by the authority, but they did not stop even they existed openly in certainly degree. The reason lay in that the conceal nature of the mini-newspapers themselves and the short of legislation spirit of old Chinese society.

清代小报与以往研究者所描绘的有很大的出入。首先清代小报的概念是指未经发抄而被刊载传播的新闻。其次,清代小报的发行者不仅仅有驻京提塘及其刷写报文者。还有民间报房《京报》的主人及其刷写报文者,以及偶尔为之的个人。小报从清代之初就开始被当局一再禁止,但又屡禁不止,甚至在某种程度上公开存在,究其原因是清代小报本身的隐蔽性和中国封建社会缺乏立法精神使然。

Since China's reform and opening-up, it has not been uncommon that Chinese companies advertise themselves overseas through mass media to establish their own CI, promote their own products and increase their won market share. It has not been uncommon either, however, that there are various translation problems in the advertised versions in English. These problems did arouse criticism from such China' s national journals as Chinese Translators Journal, which, however, failed to pinpoint their academic and administrative...

Since China's reform and opening-up, it has not been uncommon that Chinese companies advertise themselves overseas through mass media to establish their own CI, promote their own products and increase their won market share. It has not been uncommon either, however, that there are various translation problems in the advertised versions in English. These problems did arouse criticism from such China' s national journals as Chinese Translators Journal, which, however, failed to pinpoint their academic and administrative causes. The said problems involve lack of the "double management": an academic control over translation as process and product, and an administrative and academic control over both the eligibility and the grade of translators and translation agencies that render service to the companies. The theoretical guideline for the academic control is Functionalism and Peter Newmark' s theory of text types and related translation methods. The administrative and academic control is the certification of the qualifications, the grade and the version of the translator (including the translation organization or agency) . By making use of the above-mentioned theories and making a typical case study of the translation of a Chinese company profile available in many issues of the Government-run news agency magazine Outlook Weekly in worldwide circulation, the authors look into the text type and stylistic features of company profiles, identify common problems in their English translations, and propose translation strategies and methods, while pointing out that the double management would be a labor loss unless the relevant administrative and academic departments under the central and local governments work closely in taking effective measures to upgrade and guarantee the quality of the translation of Chinese company profiles. The results management of translation means the management of the translated version. Its operation is rewriting based on the skopestheorie, whereas its logic lies in the power of discourse over translation.

中国企业通过新闻媒体做对外推介广告,其译文问题颇多,可谓司空见惯。《中国翻译》等专业杂志虽对这类问题提出过批评,但似乎只是提出问题,并未深入探讨并解决问题。事实上,这涉及到翻译的双重管理问题:学术管理和行政管理。前者指对翻译过程和翻译成品的学术把关,纽马克的文本分类及翻译方法、德国学派的功能翻译法等是进行学术管理的指导性理论;后者指“对译者的三认定”:对译者资格的认定、对译者级别的认定以及对译者译本的认定。翻译的结果管理即对译本的管理,其具体操作方式是运用“目的论”(skopestheorie)之改写(rewrite),其深层原因则在于翻译的话语权力。故没有学术部门和行政部门的通力协调、合作,要提高并保证对外宣传广告的翻译质量仍然是空话。

 
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