PAGE中國企業(yè)對外宣傳中的中式英語研究 AStudyontheChinglishintheForeign-orientedPublicityofChineseEnterprisesAbstract: WiththeimprovementofChina’sinternationalstatus,thepolitical,economicandculturalrelationsbetweenChinaandtheinternationalcommunityhavebeencontinuouslyimproved.Chineseenterprisesaresteppingoutofthecountrytotheworldandseekingdevelopmentopportunitiesintheinternationalmarket.Language,asanimportantmeansoftransportationininternationalcommunication,hasalwaysbeenanimportantobstacletocross-culturalcommunication.Therefore,intheforeign-orientedpublicityofChineseenterprises,Chinglishhasbeenanotableissue.ThroughthestudyofChinglishinChineseenterprises’foreign-orientedpublicity,itcanbefoundthatChinglishexistsbecauseofthedifferencesbetweenChineseandWesternculturesandwaysofthinking.Itcanbemanifestedatbothlexicalandsyntacticlevels,suchaslexicalredundancy,impropercollectionandover-literaltranslation.Basedonthis,somecountermeasuresfromtheperspectiveofenterprisesandenterpriseworkersareputforward,soastoavoidthiscommonphenomenonandimprovethelevelofforeign-orientedpublicityofChineseenterprises,andtoimproveChina’sforeignexchange.Keywords:chinglish;reasonsforexistence;manifestations;foreign-orientedpublicityContents1.Introduction2.Chinglish2.1DefinitionofChinglish2.2LiteratureReview3.TheMainReasonsfortheExistenceofChinglish3.1DifferencesbetweenChineseandWesternCultures3.1.1DifferencesinValueOrientation3.1.2DifferencesinWordsMeaninginSocialContext3.1.3DifferencesinCustoms3.2DifferencesbetweenChineseandWesternWaysofThinking3.2.1DifferencesbetweenConcreteThinkingandAbstractThinking3.2.2DifferencesbetweenHolisticThinkingandAnalyticalThinking3.2.3DifferencesbetweenOntologicalThinkingandObjectiveThinking4.ManifestationsofChinglishinForeign-orientedPublicity4.1ChinglishatLexicalLevel4.1.1LexicalRedundancy4.1.2ImproperCollection4.1.3MisuseofChineseCharacteristicWords4.2ChinglishonSyntacticLevel4.2.1Over-literalTranslation4.2.2ImproperSentenceStructure5.MeasurestoAvoidChinglish5.1FromanEnterprisePerspective5.1.1StrengthentheTrainingofForeign-orientedPublicity5.1.2StrengthentheSupervisionofSchoolTeams5.2FromanEnterpriseWorker5.2.1ImproveOne’sOwnLanguageSkillsandAbilities5.2.2ImproveOne’sOwnCulturalAccomplishments6.ConclusionATHESISFORTHEDEGREEOFBACHELORPAGE131.Introduction WiththedevelopmentofChina’sreformandopeningup,greatchangeshavetakenplaceinChina.MoreandmoreChineseenterprisesbegintotargettheinternationalmarket.Withtheaccelerationofinternationalization,theinternationalmarketcompetitionisbecomingincreasinglyfierce.ThistrendbringsnotonlyopportunitiesbutalsochallengestoChineseenterprises.Underthebackgroundofeconomicwave,ifChineseenterpriseswanttooccupyaplaceintheinternationalmarket,theproductqualityisnotonlygood,butalsoitisessentialtoestablishagoodcorporateimage.Inordertooccupyafavorablepositioninthefierceinternationalmarketandachieverapiddevelopment,enterprisesshouldnotonlymakeeffortsinmanagement,scienceandtechnology,capitalandotheraspects,butalsostrengthentheirpropagandawork.Onlywhentheenterprisehasawiderangeofsocialinfluence,canitbetterenhancethevisibilityoftheenterpriseandestablishagoodimagefortheenterprise.InordertogetoutofChinaandparticipateininternationalcompetition,itisnecessaryforenterprisestodoagoodjobinforeign-orientedpublicity.Goodpublicityworkcanestablishanimageforenterprises,andbringeconomicbenefitstoenterprises.What’smore,enterprises’publicityhasbecomeanimportantpartofenterprisecompetitiveness.Intoday’seraofrapideconomicdevelopment,goodenterprises’publicitymeansmorecompetitiveinitiative.Therefore,thenecessityofenterprises’publicityisunspeakable.So,everyenterpriseusesavarietyofwaystopublicizeitsownadvantages,manyenterprisesthroughtheestablishmentofofficialcorporatepublicitywebsite,relyingontheInternet,asanimportantplatformforenterpriseforeign-orientedpublicity.Goodcorporatewebsitescanpromotetheproductsandservicesofenterprisesandshowthegoodimageofenterprises.ManycorporatewebsiteshavenotonlyChinesewebpagesbutalsoEnglishwebpages,sincetheEnglishwebpagesofenterprisesarethefirststepforenterprisestoparticipateininternationalcompetition.Throughthesewebpages,theimageofChineseenterprises,eventheimageofthecountrycanbeshowed.However,aseriesofproblemshaveariseninthewebsitesofenterprisesforeign-orientedpublicity,amongwhichChinglishisthemostprominentone.ChinglishTheso-called“Chinglish”,alsoknownasChineseEnglish,hasalonghistory.Beforeliberation,therewasaplaceinShanghaicalled“Pidgin”,whereChinesebusinessmendidbusinesswithEuropeanandAmericanbusinessmen.Inordertodobusinesswithforeignbusinessmenbetter,theybegantospeakhalf-bakedEnglish,thatis,EnglishwordsplusChinesesentences,andbegantocommunicatewithforeigners.Thisiswhatforeignerscall“PidginEnglish”.Inthe1980s,Chinasetoffaclimaxofopeningtotheoutsideworld.Alargenumberofforeignersflockedin.BecauseofthelimitedEnglishproficiencyofChinesepeople,theymixedChineseandEnglishwordstocommunicatewithforeigners,andcalledthisphenomenonChineseEnglish.Inrecentyears,manylinguistsathomeandabroadhavedonealotofresearchonChinglish,andmademanyachievements.2.1DefinitionofChinglishManyscholarshavedefined“Chinglish”fromdifferentperspectives.ProfessorDengYanchangdefinedChinglishfromtheperspectiveoftheinterferenceorinfluenceofChineseonEnglishspeechorwriting.ImpactedbytheChinesethoughtpatternsandsyntacticstructures,somesentencesmaybelittlemorethanwordforwordtranslationofChineseexpressions.Grammaticallyspeaking,Chinglishmaybecorrect,however,“thechoiceofwordsorphrasesandthemannerofexpressiondonotconformtonormativeEnglishusage.Althoughunderstandingmaynotbeproblem,Chinglishisunacceptable.”(DenYanchang,1989:115).JiaDelindefinedChinglishintermsofEnglishacquisition.AccordingtoJia,ChinglishisawkwardEnglishusedbypeoplewhohaveapoormasteryofidiomaticEnglish.Forexample,Chineseidiom“愛屋及烏”.Thisidiomwasevertranslatedinto“Lovemyhouse,lovemycrowinit”.Thewords“屋”and“烏”,inChineseidiomaticexpressions,meansomebodyandthebelongingsseparately.ThisidiomhasitsEnglishcounterpart:“Loveme,lovemydog”.IfthetranslatordoesnothaveagoodcommandoftheEnglishcounterpartlanguageandculture,heorshewouldtranslatetheidiomwordforworldandresultinChinglish.Afterthat,DoctorLiWenzhongdevelopedtheunderstandingofChinglishandgaveoutacomparativelymoredirectdefinition:ChinglishistheabnormalordeformedEnglishthatisproducedbyChineseEnglishlearnersoruserswhentheyareinfluencedbyChineselanguagesrules.ItappearswhenChineselearnersandusersofEnglishinterferedorinfluencedbytheirmothertongueimposetheChinesegrammaticalrulesandidiomaticexpressionsintotheirEnglishexpressionsduringthecommunication(LiWenzhong,1993:18).JoanPinkhamalsogaveadefinitiontoChinglish:Chinglish,ofcourseisthatmisshapen,hybridlanguagethatisneitherEnglishnorChinesebutthatmightbedescribedas‘EnglishwithChinesecharacteristics’”(JoanPinkham,2000:1).ChinglishisaninterlanguagebetweenChinese(mothertongue)andEnglish(targetlanguage)whenEnglishlearnersandusershavenotmasteredstandardEnglish.Interlanguagereferstoadynamiclanguagesystemformedbylanguagelearnersintheprocessoflearningasecondlanguage,whichisdifferentfromboththefirstlanguageandthetargetlanguage,andgraduallytransitstothetargetlanguagewiththedeepeningoflearning.Salinger,anAmericanEnglishscientist,firstputforwardthetheoryofinterlanguage.Hebelievesthatinterlanguageisanindependentlanguagesystemforsecond-languagelearnersandisstructurallyinthemiddleofthemothertongueandthetargetlanguage.AlthoughChinglishisconsideredtobea“deformedEnglish”contrarytostandardEnglish,fromtheperspectiveoflanguagedevelopment,itisanattemptoflearnersintheprocessofsecondlanguageacquisitionandacorrectlanguageacquisitionprocess.OnlywhenEnglishlearnerstreatChinglishcorrectlycanChinglishbeeffectivelyavoided.Inaword,Chinglish,asanon-standardEnglishnotonlyreferstothesimplecombinationofChineseandEnglishwords,butalsoreferstotheunconscioususeofChineserulesinEnglishbyEnglishlearnerstoformanewlanguage.2.2LiteratureReviewThestudyofChinglishisanewfieldofforeignlanguageresearch.Sincethe1980s,Chinesescholars’worksonChinglishhaveappearedoneafteranother.Thesethesesmainlydiscussthedefinition,thereasonsandformsofChinglish.ProfessorLiWenzhonghasanalyzedtheconcepts,causesandclassificationsofChinaEnglishandChinglishinChinaEnglishandChinglish.InhisdefinitionofChinglishin1980,Mr.GeChuanguishowedthatthecauseofChinglishwasinfluencedbyChinesethinking.DengYanchang’sLanguageandCulture,bycomparingthedifferencesbetweenChineseandWesterncultures,discussestheimportantculturalfactorsinvolvedintheuseofEnglish,andillustrateswithalargenumberofexamplesthattherulesofuserelatedtothesefactorsmustbemasteredinordertobeproperlywordedandspoken.JoanPinkham’sTheTranslator’sGuidetoChinglishsystematicallyexplorestheverycommonphenomenonofChinglishbyanalyzingalargenumberofexamplesofChinglish.Ontheforeign-orientedpublicityofenterprises,thescholarHuangZhiling’sTalkingabouttheCompilationWorkintheExternalPublicityexploresthetranslationstrategyoftheenterprise’sexternalpublicitymaterials.ZhangJunying,inheracademicpaperResearchontheStrategyofExternalPublicityandTranslationServicesforEnglishWebsitesofExport-orientedEnterprises,putsforwardtheimportanceofforeign-orientedpublicityofenterprisesandputsforwardcorrespondingstrategiesforforeign-orientedpublicity.3.TheMainReasonsfortheExistenceofChinglishLanguage,asatooltorecordhumanhistoryandthoughts,isnotonlytheproductofculture,butalsothecarrierofculture.Everylanguagehasitsownuniqueculturalcharacteristics,andeachculturewithitsowncharacteristicswillhaveanimportantimpactontheformationanddevelopmentofthelanguage.AsavariantofStandardEnglish,ChinglishisactuallyaproductofthecombinationofChinesecultureandEnglishlanguage,aswellasaresultoftheinterplayofChineseandWesternwaysofthinking.DifferencesbetweenChineseandWesternCulturesCultureisasocialphenomenonwithawiderangeofconcepts.Itcanrefertothesumofmaterialandspiritualcivilizationcreatedbyacountryandafamousnationintheprocessofsocialandhistoricaldevelopment.Asearlyasthe1920s,Sapir,anAmericanlinguist,pointedoutinhisbookLanguage:AnIntroductiontotheStudyofSpeechthatlanguagehasanenvironmentthatcannotbeseparatedfromthetraditionsandbeliefsinheritedfromsociety.Atthesametime,culturemainlyreferstotheaccumulationofmaterialwealthandspiritualwealthcreatedbyhumanbeingsandsocialbehavior.Itincludesbelief,art,morality,customsandregionalism.Peoplelivinginacertainareawillbeinfluencedbythelocalculture,haveanaturalsenseofidentitywiththeirlocalculture,andformthepsychologicalcharacteristicsofcommonculture.TheseparationoflanguageandcultureinEnglishlearningisaveryimportantreasonfortheemergenceofChinglish.Languageisthecarrierofculture,andcultureisthesouloflanguage.Thelanguageofanynationisloadedwithitsprofoundculturalconnotation,anditisapartofitsculture.AlthoughEasternandWesternculturesareintermingled,theydohavegreatdifferences.Theseculturaldifferencesresultinthedifferencesinlanguageexpression.DifferencesinValueOrientationValueorientationmeansthatpeopleregardcertainvalueasthecriterionofactionandthegoalofpursuit.Itisthevalueorientationpenetratedintoindividualactivitiesorconsciousness,andthevalueorientationpursuedbypeopleinreallife.Differentcultureshavedifferentvaluegoalsandvalues,andoftenregardtheirowncultureassuperiorityandotherculturesasdangers.WiththedevelopmentoftheRenaissanceandtheEnlightenment,theideasoffreedom,equalityanddemocracyaredeeplyrootedinWesterncountries.Chinahasfollowedtheconceptoffeudalsocialcollectivismforthousandsofyears.Societyisthefirst,andthevalueofindividualsisreflectedintheircontributiontosociety.Westernersattachgreatimportancetothedevelopmentofpersonalityandgenerallyregardindividualismasapositivemanifestationofpersonalself-worth,whichisobviouslyofpositivesignificanceinWesternculture.ButinChinese,thereareoftenderogatorymeanings.Individualismisrelatedtounorganized,undisciplined,self-centeredandselfish,whichiscontrarytoChineseorthodoxy.Therefore,differentvalueorientationbetweenChinaandtheWestwillleadtoChinglish.Forexample,theterm“個人主義”inComradeLeiFeng’sfamoussaying“individualismisliketheautumnwindsweepingawayleaves（對個人主義像秋風(fēng)掃落葉一樣）”cannotbetranslatedinto“individualism”,butshouldbetranslatedinto“selfishacts”,whichisinlinewiththeoriginalmeaningandeasytobeacceptedbyWesterners.3.1.2DifferencesinWordsMeaninginSocialContextMostEnglishwordshavebothliteralandextendedmeanings,namely,theimpliedmeaningofwords.ForChinesespeakers,learningEnglishwellmeansnotonlymasteringtheliteralmeaningofwords,butalsoknowingtheirextendedmeaning,soastoavoidmakinglanguagemistakesandleadingtoChinglish.Atthesametime,manywordshavedifferentmeaningsbecauseofthedifferencesbetweenChineseandWesterncultures.Forexample,theword“peasant”means“農(nóng)民”inChinese,referringtopeopledirectlyengagedinagriculturalproductionandlabor,withoutanyderogation,becauseChinaisalargeagriculturalcountrywiththousandsofyearsofhistory.Butthemeaningof“peasant”inEnglishisnotthesameasthatof“peasant(農(nóng)民)”inChinese.English“peasant”hasaderogatorymeaning,whichisequivalenttothemeaningof“countryman(鄉(xiāng)下人),farmer(莊稼人),countrybumpkin(鄉(xiāng)巴佬)”and“ill-bred,rudeperson(教養(yǎng)不好粗魯之人)”inChinese,becausetheBritishandAmericancountriesenteredtheindustrialsocietyearlier,emphasizingbusinessanddespisingagriculture.Therefore,agriculturalenterprisesshouldproperlyusethiswordinforeignpropaganda.Besides,“politician”and“statesman”bothhavethemeaningof“政治家”,but“politician”hasaderogatorymeaning.InAmericanEnglish,itreferstoespeciallythosepoliticiansandpoliticalcheatswhoplaytricksandcolludeforpersonalgain.“Statesman”istheoppositeof“politician”.Itisoftenusedinpraising.Itreferstoapoliticianwhohasvisionandisforthecountryandthepeople.Itemphasizesbothabilityandimportantposition.Therefore,itisabsolutelyimpossibleforenterprisestotranslate“杰出的政治家”into“anoutstandingpolitician”inforeignpropaganda.3.1.3DifferencesinCustomsCustoms,alsoknownasfolkculture,referstoanationorasocialgroupinthelong-termproductionpracticeandsociallifegraduallyformedandhandeddownfromgenerationtogeneration,morestableculturalmatters.Customsrunthrougheverydaysociallife,anddifferentnationalitieswillshowdifferentcustoms.Forthesamething,differentculturalbackgroundswillhavedifferentimplications.InChina,dragonisauniqueculturalcohesionofChinesepeople,asymbolofnobilityandaloftyposition,whileinWesternculture,“dragon”isasymbolofevilandviolence.Therefore,enterprisesshouldpaymoreattentiontothesedifferenceswhentheypublicizetotheoutsideworld.Forexample,aZilongAgriculturalCompany’sEnglishtranslationofitscompanynameas“PurpleDragon”willinevitablyhaveanegativeimpactonthecompanyandleaveabadimpressiononWesternentrepreneurs.Infact,itcanbetranslatedas“Zilong”,simpleandgenerous.“Leadingenterprises”aretranslatedinto“adragonheadenterprisein...industry”insomepromotionalmaterials,whichwillalsoaffecttheimageofenterprisesinWesternreaders.Iftranslatedas“aleaderof...industryoraflagshipenterprise”,itwillsoundbetter.3.2DifferencesbetweenChineseandWesternWaysofThinkingThewayofthinkingreferstotheangle,wayandmethodofpeople’sviewofthings.Itplaysadecisiveroleinpeople’swordsanddeeds.Peoplewithdifferentnationalitiesandculturalbackgroundsviewthingsindifferentways.Thewayofthinkingiscloselyrelatedtolanguage.Languageisthemaintoolofthinking.Thewayofthinkingdeterminestheformofexpressionoflanguage.DifferentwaysofthinkingbetweenEastandtheWestinevitablyaffectdifferentformsofexpressioninEnglishandChinese.ChinaisdeeplyinfluencedbyConfucianism,TaoismandBuddhism.ThephilosophicalbackgroundofBritainisAristotle’sformallogicandtherationalismthatpermeatedEuropefromthe16thto18thcenturies.DifferentphilosophicalbackgroundsleadtodifferentwaysofthinkinginEnglishandChinese,whicharereflectedinlanguage.ThedifferenceofthinkingmodebetweenEnglishandChineseisoneofthemainreasonswhyChinglishcomesintobeing.Thedifferencesaremainlymanifestedinthefollowingaspects:3.2.1DifferencesbetweenConcreteThinkingandAbstractThinkingGenerallyspeaking,thetraditionalChineseculturalthinkingmodehasastrongconcreteness,whiletheWesternculturalthinkingmodehasastrongabstraction.Thisdifferentemphasisandchoiceisrootedindifferentnationalculturalsoil.InChinesehieroglyphics,everyChinesecharacterrepresentsathing,whichiscreatedbypeopleaccordingtotheconnectionofconcretethings.WesterncultureinheritstheGreekandRomanculturaltraditions,tryingtogeneralizethegeneralityofsuchimagesfromthespecificcategories.Therefore,thetraditionalChineseculturehasformedaconcretewayofthinking,whiletheWesternculturaltraditionhasformedanabstractwayofthinking.Inaddition,Westernerslikeabstractthinking.Intermsoflanguage,Englishtendstoexpressconcretethingsorphenomenawithholisticwordsexpressingthesamekindofthings,anduseabstractnounsandprepositionsinsteadofverbs.ThethinkingmodeoftheChinesenationisvisualandintuitive.Therefore,Chinesetendstousewordsconcretely,oftenexpressingabstractcontentsinconcreteimages,preferringtousespecificnounsandverbs.Forexample,thepropagandatextofthefirstthreelinesofMaZhiyuan’sAutumnThoughtbyaculturalindustrycompany:枯藤老樹昏鴉，

小橋流水人家，

古道西風(fēng)瘦馬，

Oldvines,oldtreesandcrowsLittleBridgeandFloatingFamilyOldRoadWesterlyThinHorseNinenounsarejuxtaposedtoformnineimagesintheoriginalpoem.Inordertomaintaintheoriginalstructureandrestorethenineimages,theyaretranslatedonebyone.Althoughtheyarespecificandclear,theydonotconformtotheEnglishexpression.O’eroldtreeswreathedwithrottenvineflyeveningcrows,

‘Neathtinybridgebesideacotaclearstreamflows,Onancientroadinwesternbreezealeanhorsegoes,Inthistranslation,articles,prepositionsandverbsareaddedaccordingtotheEnglishsyntacticstructure.Thesentencepatternisneat,themeaningofthewordisappropriate,thesentenceissmoothandtherhythmisharmoniousandnatural.Theconcretecombinationintheoriginalsentenceisreplacedbythreecompletelogicalsentences,whichisnotonlythegrammaticalrequirementofEnglishsentence-making,butalsotherequirementofstrictexpressionofabstractlogicalthinking.3.2.2DifferencesbetweenHolisticThinkingandAnalyticalThinkingChinesecultureiscenteredonharmony,andthewholeisthebasisofvalue.Theholisticthinkingistoputheavenandearth,manandnature,andsocietyinthenetworkofrelations.Individualsareincludedinthewhole,andtheirorganicconnectionsareexaminedcomprehensivelyfromthewhole.TheChinesethinkinghasacomprehensiveandholisticcharacteristic.Westerners,onthecontrary,regardthesmallestmaterialindividualasthesourceoftheworld.Theydecomposecomplexphenomenaandthingsintospecificdetailsorsimpleelements,emphasizingtheindividual,shape,orderandposition.ThesetwodifferentwaysofthinkinghavedifferenteffectsonthestructureofEnglishandChinese.Forexample,intheexpressionoftime,theChineseexpressionisyear,month,day,time,whiletheWesternersaretime,day,month,year,fromthesmallesttothelargestconceptoftime.10:30a.m.onMarch25,2019,theChineseexpressionis2019年3月25日上午十點(diǎn)半,frombigtosmall,whiletheWesternoneis10:30a.m.the25thofMarch,2019,fromsmalltobig.3.2.3DifferencesbetweenOntologicalThinkingandObjectiveThinkingChinesecultureispeople-centeredandhumanistic.Infact,itisessentiallyahumanisticculture.ThiscultureeventuallyformedthethinkingmodeoftheHannationality’sontology,thatis,toobserve,analyzeandstudythingswithpeopleasthecenter.ThephilosophyofWesternersisdualism.Theystrictlydistinguishsubjectfromobject.Theynotonlyemphasizetheinfluenceandfunctionofobjectivethingsonpeople,butalsothinkthatpeoplecanconquernaturebytheirownstrength.Nature,astheoppositeofhumanbeings,isthecenterofhumanobservation,analysisandresearch.Therefore,westerncultureisbasedonnature.Thisdifferentwayofthinkingisreflectedinthelinguisticform.Oneofitsobvioussignsisthatwhenitcomestothesubject,theChinesewordAnimate(人或生物)isoftenusedasthesubject,whiletheEnglishwordinanimate(非生物)isoftenusedasthesubject.Forexample:他一看到這些外貿(mào)單就想起了印度。

Assoonasheseestheforeigntradedocuments,hethinksofIndia.

(2)ThesightoftheforeigntradedocumentsalwaysremindshimofIndia.

In(1),“he”asthesubjectconformstotheChinesepeople-orientedontologicalthinking,In(2),“theforeigntradedocuments”asthesubjectconformstotheWesternobjectivethinking.Bothsentencesseemtobecorrect,but(2)ismoreinlinewiththelogicofEnglishnationalthinkingandexpressionhabits.Whentranslatingsuchsentences,thesubjectmustbeaddedorchangedaccordingtothecontextorsemanticsofthesentences,sothatthetranslatedsentencescanbefluent,structurallystandardizedandinlinewiththethinkinglogicandexpressionhabitsoftheEnglishpeople.ManifestationsofChinglishinForeign-orientedPublicityChinglishisacommonphenomenoninChineseenterprises’publicitytotheoutsideworld.BytakingtheEnglishpublicitymaterialsofthetop200Chineseenterprisesasthereasearchobject,itcouldbefoundthatChinglishismanifestedatboththelexicalandsyntacticlevels.4.1ChinglishatLexicalLevelThelexicalmanifestationsofChinglishinforeign-orientedpublicitycanbesummarizedas:lexicalredundancy,impropercollocationandmisuseofChinesecharacteristicwords.AlthoughChinglishinvocabularyonlyinvolvespartofvocabulary,itcanaffecttheexpressionofthewholesentenceandtheeffectofforeign-orientedpublicity.4.1.1LexicalRedundancyLexicalredundancyisacommonphenomenoninChinglish,whichisnotinlinewithEnglishhabits.Itreferstounnecessarywords.IntheprocessofusingEnglish,thewayofusingChinesemechanicallyleadstothephenomenonofChinglish.Forexample,atranslationofarealestatedeveloper’spublicity:從高端住宅、高端酒店、到服務(wù)公寓、高端零售，集團(tuán)項(xiàng)目遍布上海、北京、天津Fromhigh-endresidential,high-endhotels,totheserviceapartments,high-endretail,theGroupprojectalloverShanghai,Beijing,TianjinInfluencedbytheholisticwayofthinking,Chinesehasonmorphemechange,whileEnglishhasobviousmorphemechangeandflexiblewordorderstructure.Thetranslationofthissentenceisatypicalword-for-wordtranslation.“High-endresidential”,“high-endhotels”,and“high-endretail”aremodifiedbythesamecompound“high-end”,whichmakesthesentenceredundantandthesecondandthethird“high-end”shouldbeeditedout.What’smore,thesecondhalfofthesentence,“theGroupprojectallover”lacksapredicate.Thesentencemaybewrittenas:Fromhigh-endresidential,hotelsandretailstoserviceapartments,theGroupprojectspreadsalloverShanghai,Beijing,Tianjin4.1.2ImproperCollectionTheimpropercollocationisinfluencedbytheliteralmeaningoftheChineselanguage.Forexample,thetranslationofarealestatedeveloper’spublicity:創(chuàng)造優(yōu)美環(huán)境，發(fā)展園區(qū)經(jīng)濟(jì)。Creatinggracefulenvironmentanddevelopgardeneconomy.DifferencesbetweenChineseandWesterncultures,somewordshasdifferentmeaninginEnglishandChinese.Asweallknow,“graceful”means:movinginasmoothandattractiveway,orhavinganattractiveshape,orbehavinginapoliteandpleasantway.So“graceful”shouldbeusedtomodifyapersonorabehavioralpatterninsteadoftheenvironment.Besides,thereissomethingwrongwiththelogicofthissentence.“developgardeneconomy”istheresultof“creatingenvironment”,sotheconjunction“and”shouldbereplacedby“to”.4.1.3MisuseofCharacteristicWordsSincethereformandopeningup,alotofnewwordshavecomeintobeing.TheyarealluniquetoChina.Whenenterprisescannotfindthecorrespondingtranslationwhentheypublicizeabroad,theytranslatethemintoChinesecharacters,whichresultsinChinglish.Forexample,thetranslationofOlympicpublicitybyaculturalenterprise:綠色奧運(yùn)，人文奧運(yùn)，科技奧運(yùn)GreenOlympics,People’sOlympicsandHigh-techOlympicsThedifferencesbetweentheconcreteandabstractwaysofthinkinginChinaandthewestaffecttheexpressionofsentence.ThissentenceisatypicalChinglish,whichisthesimplestliteraltranslation.Thewords“Green”,“People’s”and