Difficulties Of And Strategies For Translating Product Descriptions

In recent years,as more and more international brands enter the Chinese market,there has been an increasing demand for the translation of product descriptions.Since product descriptions are the main channel for consumers to learn about products,their translation quality to a great extent determines the product sales.Based on examples from the product descriptions of a window dressing luxury brand,this paper firstly provides the definition and analyzes the text type of product descriptions.Secondly,the author summarizes the difficulties encountered in the translation process: the product descriptions are information-intensive and include many information variants;the product descriptions feature too many adjectives;and many similar elements.Then,the author proposes according translation strategies: adopting parallel sentences and,where appropriate,emphasizing and de-emphasizing certain information to make the translated text more reader-friendly;adopting exaggerations and highlighting what consumers can get from the product to make the translated text more appealing;diversifying words and expressions,making full use of mood expressions and giving animated descriptions to make the translated texts more distinguishable.