A Report On The E-C Translation Of Reengineering Retail:the Future Of Selling In A Post-Digital World

New technology has brought great impact to all walks of life and pushed the retail industry to the eye of the storm.A new round of the retail revolution is just around the corner.In China,many businessmen are eager to read the Chinese version of retail books so as to grasp international newest updates.However,among the latest books about the future of the retail industry,there is no Chinese version translated from abroad.To bridge this gap,the translator decides to translate the book Reengineering Retail: The Future of Selling in a Post-Digital World which is written by Doug Stephens,one of the most influential retail futurists in the world.The book depicts the revolution of global retail and consumer market,and provides a picture of the future of retail.The translation of this book is of immense significance and reference value to Chinese businessmen,investors and entrepreneurs.Based on the E-C translation practice of the commercial text,this report firstly analyzes the content and the language features of the source text in detail.Under the guidance of Reiss’ s text typology theory,the translator explores practical E-C translation skills of commercial text at lexical,syntactical and textual levels.At the lexical level,translation skills such as literal translation,wording,amplification and conversion of word class are adopted by translators.At the syntactical level,translation skills such as division,syntactic adjustment,change of voice and annotation are applied throughout the translation.At the discourse level,repetition and addition are employed.This report shows that Reiss’ s text typology theory is of some values of reference and guidance for the translation of commercial text.The aim of this report is to enhance people’s understanding of the retail industry and provide some supports for the development of Chinese retail industry.Meanwhile,it is hoped that the translation skills applied in this translation practice may provide some reference and enlightenment to translators in the field of the retail industry.