1 Introduction

Chinese companies need to address the issue of language and cultural information conversion when expanding into overseas markets. Research on translating company profiles has been a focus since 2007 and reached its peak in 2012. Research shows that the translation of corporate profiles needs to comply with the language, culture, and legal system of the target country. In recent years, scholars have explored translation strategies for corporate introductions through various methods, such as parallel text analysis, corporate image construction, principle of contextualization reconstruction, and information construction theory. The existing research needs to be further deepened. This article will study the English translation of corporate introductions from the perspective of high and low context cultural theory, in order to expand the research perspective.

2. High and low context cultures

Hall defined high and low context cultures in "Beyond Culture", categorizing Asian countries such as China as high context cultures, while the United States and Western European countries are low context cultures. High context cultural expressions are implicit and rely on common habits and values to convey information, while low context cultural expressions are direct and emphasize language logic. Chinese company introductions are usually indirect and hollow, and differ from direct and specific expressions in low context cultures. The translation of a company profile should consider cultural differences to ensure effective communication of information and psychological acceptance by readers.

Differences in the Introduction of Chinese and English Enterprises in High and Low Context Cultures

Under the influence of high and low context cultures, there are significant differences in content, wording, and structure between Chinese and English company introductions. Chinese company profiles tend to use implicit information and clich é s, such as highlighting status by mentioning leadership care, while English speaking company profiles directly express the company's business and status. In terms of language, the selection of words for Chinese company introductions is magnificent, using formulaic language and slogans to pursue appeal; The introduction of companies in English speaking countries is straightforward, plain, and easy to understand. Structurally, English speaking companies have clear logic and are divided into short sections, while Chinese companies have a loose structure and rely on context and logical order. Directly translating Chinese company profiles into English may lead to information loss, affecting effective communication and corporate image building. For example, the corporate profile of China Construction Group expresses its vision through value slogans, relying on complex communicative contexts that may be difficult for readers with low context cultures to understand. In contrast, introductions of foreign companies such as Skanska are straightforward and easy for readers to understand.

Translation Strategies for Enterprise Introduction in English

The company profile plays a crucial role in external publicity, serving as a bridge for building the company's image and communication. The translation strategies for corporate profiles vary in different cultural backgrounds. In high context cultures, company introductions are often implicit, while in low context cultures, they tend to be expressed directly and clearly. When translating Chinese company profiles into English, it is necessary to transform implicit expressions into direct language, delete or concretize abstract content, and adjust logical structure to adapt to the reading habits of target language readers.

5 Conclusion

The translation of a company profile needs to consider cultural differences between high and low contexts, and adapt to low context readers by interpreting, deleting, and reconstructing information. External publicity translation should follow the principle of three closeness, especially close to the needs and thinking habits of foreign audiences, in order to promote information dissemination and image building, and help Chinese enterprises internationalize.