功能对等理论下贵州白酒企业外宣资料英译策略

English Translation Strategy of Publicity Materials of Guizhou Liquor Enterprises under the Theory of Functional Equivalence

摘要: 中国白酒行业在发展过程中，“出海”属于其重要战略方向，我国在2024年白酒产能明显过剩，价格呈现出倒挂发展状态。这对于贵州白酒企业来讲既是机遇也是挑战。为更好抓住这一机遇，贵州白酒企业外宣资料应做好英译工作，积极基于功能对等理论进行分析，确保外宣工作的效果。本文以功能对等理论为贵州白酒企业外宣英译指导，在对贵州白酒企业官网简介及其英译作出分析的基础上，对贵州企业与海外企业在外宣资料的语言和文化特点上的差异进行了分析。最后，本文提出译员在进行企业外宣资料英译时要考虑国外的消费者和投资客户的语言和文化差异以及其消费喜好，使白酒企业外宣资料的英译版更加具有说服力和吸引力，从而增强贵州白酒企业的对外传播效果。

Abstract: In the development process of the Chinese liquor industry, “going global” is an important strategic direction. In 2024, there was a significant overcapacity in China’s liquor production, and the price showed an inverted development trend. This presents both opportunities and challenges for Guizhou liquor enterprises. To better seize this opportunity, Guizhou Liquor Enterprises should do a good job of translating its external publicity materials into English. It is necessary to actively analyze based on the functional equivalence theory to ensure the effectiveness of external publicity. Taking the functional equivalence theory as the guidance for the English translation of external publicity of Guizhou liquor enterprises, this paper analyzes the introduction of Guizhou liquor enterprises’ official websites and their English translations. On this basis, it analyzes the differences in the language and cultural characteristics of external publicity materials between Guizhou enterprises and overseas enterprises. Finally, this paper proposes that when translating external publicity materials of enterprises into English, translators should consider the language and cultural differences as well as consumption preferences of foreign consumers and investment clients, making the English-translated versions of external publicity materials of liquor enterprises more persuasive and attractive, thus enhancing the external communication effect of Guizhou liquor enterprises.