English-Chinese Translation Strategies Of Publicity Material Aimed At Proffesional Readers

With the development of the mass media and the needs of business development,more and more companies become aware of the importance of promotion through different media.As people's reading habit has been changed and they are used to reading on their mobile phones nowadays,in recent years,releasing promotional texts on China's WeChat official accounts platform to attract readers has become an important and popular part of marketing both for Chinese and foreign companies.Among these companies,some are not aimed at the individual consumers,but other companies such as the downstream companies or distributors in the supply chain which are professional readers such as insiders,distributors and potential clients.Their promotional texts are full of industry terms and industrial knowledge.Foreign companies usually need to translate their original texts(which is written in English in this paper)into Chinese for better effect.While translating the texts aimed at professional readers,the translator should find a better way to balance those professional contents and its publicity effect.This paper first analyzes the characteristics of these promotional texts on WeChat,and summarizes the translation difficulties of these texts,then summarizes the strategies by comparing and analyzing the draft translated texts and the final version.This paper concludes as follows: translators can highlight professionalism of the texts by accurately translating industry terms and professional knowledge,and also by using rigorous language expressions;translators can highlight key information by adjusting sequences of sentences and appropriate addition and deletion;translators can reasonably achieve the publicity effect by not using expressions with strong emotions and prudent use of rhetorical devices.