ABSTRACT

With more international exchanges and cultural transmission carried out within itself and with the outside world, translation begins to play an ever more important role in the daily transactions of a multinational enterprise. Of the varied translation theories that have been emerging in recent years, the functionalist theory offers a completely new perspective on translation and provides very useful translation strategies for the localization of multinationals.

The functionalists hold that translation is an intercultural action. Consequently, it is important to give the translators enough freedom to deal with the translation material and lay emphasis on translation quality at the same time. The translators would apply various localization strategies, such as adaptation, rewriting and imitation, to meet the need and cultural background of target readers.

The paper makes a study of localization of the fast food giants’ websites to summarize some principles. The author hopes this paper can provide some suggestions for Chinese enterprise publicity, especially for the websites construction.

Keywords: functionalist theory; localization strategies; multinationals

CONTENTS

ACKNOWLEDGEMENTS

ABSTRACT

摘要

Chapter One INTRODUCTION-1

Chapter Two LITERATURE REVIEW-2

2.1 Development of Functionalist Theory-2

2.2 Background of the Origin of Functionalist Theory-3

Chapter Three LOCALIZATION OF MULTINATIONAL CORPORATIONS AND FUNCTIONALIST THEORY-5

3.1 An Overview of Localization of Multinationals-5

3.2 Functionalist Theory on Localization Strategies-5

3.2.1 Influence of text type-6

3.2.2 Influence of translators-8

Chapter Four A Case Study of Fast Food Giants' Websites-10

4.1 Problems in Localization of Fast Food Giants' Websites-10

4.2 Possible Solutions to Localization of Fast Food Giants' Websites-11

4.2.1 Adaptation-11

4.2.2 Rewriting-12

4.2.3 Imitation-13

Chapter Five CONCLUSION-15

REFERENCES.16