A Practice Report On The Translation Of Getting Price Right:the Behavioral Economics Of Profitable Pricing(Excerpts)

This report is an English-Chinese translation practice report based on the second chapter of Getting Price Right: The Behavioral Economics of Profitable Pricing.The chapter describes the concept of reference frame in behavioral economics,demonstrates successful framing strategies with examples,and discusses framing theory and how to construct reference frame from managers perspective.The source text falls into the economic category,with many professional words,complex sentence patterns and rigorous logic,which are the main problems to be dealt with.The practice report mainly has four parts: task description,translation procedure,case analysis and conclusion.The task description introduces this translating task and the language features of the source text.Translation procedure includes the pre-translation,in-translation,and post-translation items.Case analysis is the core chapter of this report,which takes Eugene A.Nida’s functional equivalence theory as theoretical guidance,and the analysis was performed from lexical and syntactic levels.At the lexical level,conversion,choice of word-meanings,amplification and omission are applied to convey the original information accurately.At the syntactic level,the translator adopts division,reconstruction,change of voices and embedding to enhance the readability of the target text.The last part is the conclusion of the practice report.This practice report analyzes the translation strategies adopted in the target text in details.It is expected that this report will provide great reference for translators in related fields.