Author(s)

Yukun Dai ¹, Chunlei Zheng ¹

Affiliation(s)

¹ Foreign Languages College, Minnan University of Science and Technology, Shishi, Quanzhou, China

Corresponding Author

Chunlei Zheng

ABSTRACT

High-quality translation of international publicity materials serves as the core carrier of enterprises’ international communication and a window for the external presentation of their brand images. It can effectively show the value of enterprise products and services, and help enterprises improve their competitiveness in the global market. Under the guidance of Catford's Translation Shift Theory, this study takes the international publicity materials of Quanzhou footwear machinery enterprises as the research object. It uses the case study method as the main research tool. This study analyzes common translation problems of such texts from three aspects: lexical, syntactic and discourse levels. These main problems include improper lexical selection, disordered sentence structure, textual incoherence and incohesion. On this basis, this study discusses and summarizes suitable translation methods from category shifts. The study indicates that, at the lexical level, the use of diction and literal translation can significantly enhance the accuracy of semantic expression for professional terms; at the syntactic level, voice change and combination can achieve pragmatic adaptation to target language norms; at the discourse level, linear translation and addition can improve the logical coherence and readability of the text. By analyzing the challenges in translating such publicity texts, this study summarizes practical translation experience and methods. It aims to provide references for the translation work of other similar local enterprises, further enrich the research on international publicity translation, and support the international promotion of regional industries. 

KEYWORDS

Quanzhou footwear machinery enterprises; international publicity materials translation; translation techniques; Catford's Translation Shift Theory

CITE THIS PAPER

Yukun Dai, Chunlei Zheng. A Study on the C-E Translation Problems and Strategies in the International Publicity Materials of Quanzhou Footwear Machinery Enterprises. Lecture Notes on Language and Literature (2026). Vol. 9, No.1, 101-108. DOI: http://dx.doi.org/10.23977/langl.2026.090115.

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