A Practice Report On E-C Translation Of Market Research Report From IBM: The Cognitive Enterprise

The report is based on the translation practice of The Cognitive Enterprise:Reinventing Your Company with AI-Seven Keys to Success the author did in IBM.As its business text in nature,this market research report comes with attempts to attract the target audiences to seek help,which accordingly,enables them to become a cognitive enterprise.Therefore,the translation of this market report plays a critical role in helping IBM achieve business success.In the report,the author first combs the difficulties encountered in the translation process,which mainly includes the following three aspects: the lexical level,(e.g.improper use of business terminologies and lexical collocations);the syntax level,(e.g.redundant expressions and logical misunderstandings of complex sentences);and the textual style,(e.g.failure to realize emotiveness and ignoring target readers).According to the Skopos theory,as a purposeful act,translation should follow three principles,namely,Skopos rule,coherence rule and fidelity rule.By following the principles,the translator tackles the difficulties in the practice.In particular,first,to follow the Skopos rule,four-word phrases are adopted and personal pronouns are added;second,according to the coherence rule,omission of redundant expressions,and restructuring complex sentences are used;and third,based on the fidelity rule,accepted business terminologies and lexical collocations are applied.The solutions of this market research report are expected to help peers tackle translation problems that enjoy similar genres.