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摘 要：經贸外宣资料翻译是对外经贸活动的基础。本文探讨的问题就是在经贸外宣资料翻译中应遵循的翻译原则。企业外宣资料翻译应遵循的目的论，语用论相关理论体系指导外宣资料的翻译。
关键词：外宣资料；目的论；语用论
Abstract：Successful translation of publicity materials can surely help to promote the spread popularity of a corporate and boost its sales.The paper focus on analyzing and summarizing the principles and methods that we can use when we do publicity materials translation.The author holds that theories should be based on Skopos theory，pragmatic translation and system-functional theory.
Key words：promotional publicity materials；corporate development；translation
CHAPTER 1 INTRODUCTION
The international status and image of a country，to a large extent，depend on its performance in international economic and trade.Economic and trade promotional materials translation is the very basis for foreign economic and trade activities.
1.1 The Significance of the Thesis
In view of the particularity of the corporate publicity materials，the traditional theory of equivalence translation can no longer meet the needs of the translation of publicity materials.
1.2 Literature Review
This thesis can be divided into the flowing parts.At the beginning，I would like to make a brief introduction of my thesis，and secondly，the Importance of Translating Corporate Promotional Publicity Materials.The next will be the main methods of Translating Corporate Promotional Publicity Materials.And my summary and conclusion will be discussed in the paper.
CHAPTER 2 THE IMPORTSNCE OF TRANSLATING
CORPORATE PROMOTIONAL PUBLICITY MATERIALS
2.1 The Significance of Translating Corporate Promotional Publicity Materials
The promotional publicity translation reveals the essence of the company or offers some clue to further know the company and its products.Therefore，it is of great significance to make research on characteristics and skills of translation.
2.2 The Principle of Translating Corporate Promotional Publicity Materials
The beginning is an important part of the corporate promotional publicity materials.The translation of promotional publicity materials can reflect the information needed to exchange to its clients.And clients with different characteristics have different perspectives to enjoy the materials.
CHAPTER 3 MAIN THEORETICAL BASIS OF TRANSLATING CORPORATE PROMOTIONAL MATRRIALS
Translation of corporate promotional publicity materials should be faithful to the original text.Translation of corporate promotional publicity materials is not to copy a word for a word. 3.1 Skopos Theory
In 1970s，Skopos theory first emerged in Germany.In which，the Fidelity Rule refers to enable translation semantic coherent in the largest extend and features readability and acceptability.And the Coherence Rule refers to the relationship between the translation and the original text.
3.2 Pragmatic Translation
Pragmatic translation refers to the discussion of translation practice from the perspective of pragmatics.The study of pragmatics translation has attracted more and more attention from scholars both at home and abroad to form its own development path.
3.3 System-functional Theory
Systemic functional linguistics focuses on the three systems of language，function and situation involved in verbal communication.Conceptual function is mainly manifested in the transitivity of language （transitivity）； interpersonal function refers to the establishment and maintenance of a certain relationship between people and other people； the text function refers to the organization of the text.Systemic functional translation theory has been recognized by more and more scholars.
CONCLUSION
To sum up，under the guidance of the system function theory and the pragmatic translation theory，various elements should be analyzed comprehensively，and then the translation scheme and the method of translation can be established.
Referances
[1]呂丽贤（Lv Lixian）.企业外宣翻译的理论与策略研究[J].安徽工业大学学报（社会科学版），2014.
[2]马明贤，吕丽贤（Ma Mingxian，Lv Lixian）.编译策略在企业外宣资料翻译中的运用——以常州地区企业为例[J].新余学院学报，2011.
[3]陶全胜（Tao Quansheng）.从翻译目的论看企业外宣资料汉英翻译原则[J].合肥工业大学学报.
[4]张益民（Zhang Yimin）.从营销的角度看企业的外宣资料翻译[D].盐城工学院大学外语部.
[5]李英红（Li Yinghong）.模因论视角下的企业外宣资料翻译[J].语言艺术与体育研究，2017.
[6]王毅，黄仕会（Wang Yi，Huang Shihui）.企业外宣翻译中的忠实与叛逆[J].郑州航空工业管理学院学报（社会科学版），2016.
作者简介
谢蒙蒙（1991.10.22—），女，汉，皖，硕士，上海海事大学，研究方向：航海翻译。
关键词：外宣资料；目的论；语用论
Abstract：Successful translation of publicity materials can surely help to promote the spread popularity of a corporate and boost its sales.The paper focus on analyzing and summarizing the principles and methods that we can use when we do publicity materials translation.The author holds that theories should be based on Skopos theory，pragmatic translation and system-functional theory.
Key words：promotional publicity materials；corporate development；translation
CHAPTER 1 INTRODUCTION
The international status and image of a country，to a large extent，depend on its performance in international economic and trade.Economic and trade promotional materials translation is the very basis for foreign economic and trade activities.
1.1 The Significance of the Thesis
In view of the particularity of the corporate publicity materials，the traditional theory of equivalence translation can no longer meet the needs of the translation of publicity materials.
1.2 Literature Review
This thesis can be divided into the flowing parts.At the beginning，I would like to make a brief introduction of my thesis，and secondly，the Importance of Translating Corporate Promotional Publicity Materials.The next will be the main methods of Translating Corporate Promotional Publicity Materials.And my summary and conclusion will be discussed in the paper.
CHAPTER 2 THE IMPORTSNCE OF TRANSLATING
CORPORATE PROMOTIONAL PUBLICITY MATERIALS
2.1 The Significance of Translating Corporate Promotional Publicity Materials
The promotional publicity translation reveals the essence of the company or offers some clue to further know the company and its products.Therefore，it is of great significance to make research on characteristics and skills of translation.
2.2 The Principle of Translating Corporate Promotional Publicity Materials
The beginning is an important part of the corporate promotional publicity materials.The translation of promotional publicity materials can reflect the information needed to exchange to its clients.And clients with different characteristics have different perspectives to enjoy the materials.
CHAPTER 3 MAIN THEORETICAL BASIS OF TRANSLATING CORPORATE PROMOTIONAL MATRRIALS
Translation of corporate promotional publicity materials should be faithful to the original text.Translation of corporate promotional publicity materials is not to copy a word for a word. 3.1 Skopos Theory
In 1970s，Skopos theory first emerged in Germany.In which，the Fidelity Rule refers to enable translation semantic coherent in the largest extend and features readability and acceptability.And the Coherence Rule refers to the relationship between the translation and the original text.
3.2 Pragmatic Translation
Pragmatic translation refers to the discussion of translation practice from the perspective of pragmatics.The study of pragmatics translation has attracted more and more attention from scholars both at home and abroad to form its own development path.
3.3 System-functional Theory
Systemic functional linguistics focuses on the three systems of language，function and situation involved in verbal communication.Conceptual function is mainly manifested in the transitivity of language （transitivity）； interpersonal function refers to the establishment and maintenance of a certain relationship between people and other people； the text function refers to the organization of the text.Systemic functional translation theory has been recognized by more and more scholars.
CONCLUSION
To sum up，under the guidance of the system function theory and the pragmatic translation theory，various elements should be analyzed comprehensively，and then the translation scheme and the method of translation can be established.
Referances
[1]呂丽贤（Lv Lixian）.企业外宣翻译的理论与策略研究[J].安徽工业大学学报（社会科学版），2014.
[2]马明贤，吕丽贤（Ma Mingxian，Lv Lixian）.编译策略在企业外宣资料翻译中的运用——以常州地区企业为例[J].新余学院学报，2011.
[3]陶全胜（Tao Quansheng）.从翻译目的论看企业外宣资料汉英翻译原则[J].合肥工业大学学报.
[4]张益民（Zhang Yimin）.从营销的角度看企业的外宣资料翻译[D].盐城工学院大学外语部.
[5]李英红（Li Yinghong）.模因论视角下的企业外宣资料翻译[J].语言艺术与体育研究，2017.
[6]王毅，黄仕会（Wang Yi，Huang Shihui）.企业外宣翻译中的忠实与叛逆[J].郑州航空工业管理学院学报（社会科学版），2016.
作者简介
谢蒙蒙（1991.10.22—），女，汉，皖，硕士，上海海事大学，研究方向：航海翻译。