A Report On The E-C Translation Of Corporate Promotional Texts For Luxury Goods

The growth of China’s economy has spawned a flourishing luxury goods market.This introspective report is based on the English-Chinese translation of promotional texts for luxury goods,commissioned by the Shanghai office of Linguitronics.The focus of this report is on word or phrase translation regarding promotional texts,citing examples from the completed project for illustration.This report begins with an introduction of the general information about the aforementioned translation project.The second chapter of the report reviews relevant translation studies regarding corporate promotional texts.Chapter Three introduces domesticating and foreignizing translation strategies and contends that the domesticating strategy is more suitable for the translation of corporate promotional texts.The fourth chapter of this report cites translation examples to discuss the application of the domesticating strategy to promotional translation from the lexical perspective.It covers two aspects of the issue: the utilization of specific methods(amplification,substitution,and omission)in lexical translation for domesticating purposes;avoiding inappropriate domestication in the translation of specialized and non-specialized words.The analysis of the translation examples illustrates that the domesticating strategy can effectively improve the readability and quality of the translations of promotional texts.Chapter Five summarizes the translator’s practical experience regarding the application of the domesticating strategy and discusses the limitations of this report.