Empty Talks at the Cultural Level
It is universally recognized that Chinese and English belong to different culture systems. Both have certain features that distinguish one from the other, exerting great influence on company profile translation. Owing to different natural environment, social history, cultural tradition and thinking patterns, cultural difference is the biggest obstacle when the translation action takes place. In line with distinguishing values, thinking patterns and specific terms with Chinese characteristics, the problems involving culture mainly take on the three subjacent ways:
Chinese-English translations are filled with empty talks to emphasize their rapid development and huge market shares. They tend to highlight a wide range of national or provincial honorable titles and awards in an attempt to demonstrate their qualified or even top grade products or services.
tringently following precise production and management, the company has obtained many quality management certifications such as ISO/TS16949:2002, IS09001 and CE. Since its inception, the company has acquired a large number of awards like “Star Enterprise,” “Famous Trademark,” “Contract-honoring & Promise-keeping Enterprise,” “Advanced Producer” and “AAA Credit Unit.”(Zhejiang Hengxing Auto Spare Parts Co., Ltd.)
This translation elaborates on a long list of awards which would make foreign readers bored and have the impression of pompousness on the company. Consequently, the profile doesn’t live up to its function of convincing readers that the company is as outstanding and competent as the awards in the area. Hence, the long string of awards should be summarized into “the company has acquired a large number of awards and enjoys high reputation in the field”.
It is obviously verbose somehow and has rubber off the charm of translation. Sometime, we are used to be restricted to the culture and expression habits of the source language. This leads to pervasive empty talks and charm reduction.