A Translation Report On Will Work For Shoes

Product Placement Marketing, as an advanced marketing strategy, is theshortcut helping enterprises to succeed. In the developed countries, the strategiesof product placement have been diversified and the research on it has becomemore mature. But it started relatively late in China, and is mainly focused on theresearch of theory and significance, less on the application of strategies.Translation studies on marketing English are fewer. Therefore, it is moreimportant to translate some marketing English texts related to product placement.The translation project aims to provide text-type of prouduct placementmarketing and marketing experience for marketers and the like for references, tobroaden research horizons, and to promote domestic development of marketingstrategies. And it can help the translator to test the application of relevanttranslation theories in the translation of marketing English, therefore, to push thepopularity of marketing knowledge. Meanwhile, translation experience andtranslation ability can be improved.This is a translation project report on SUSAN J. ASHBROOK’s WILLWORK for SHOES, of which Chapter8Preparing for Hollywood Promotion andChapter9Getting Your Product to a Celebrity are the source text. The reportdiscusses the translation process including pre-translation preparation, relevantissues after the translation and case study. Features of the source text aresummarized as simplization and specialization of the words, lots of nounstructures and proper names and pictures. During the process of translation, PeterNewmark’s text type theory and Nord’s text analysis theory are applied to guidethe translation practice, and intratextual and extratextual factors affecting thetranslators are discussed as well. Literal and free translation strategies are mainlyused. It also discusses such translation skills as structure rearrangement,conversion, negation, etc. through case study. Due to plenty of marketing terms,proper nouns with rich cultural meanings like celebrities, brands in the sourcetext, noting is also emloyed to assure readers of more related knowledge.Last part is the conclusion of translation practice, in which the author discusses the professional qualities of marketing English translators: solidbilingual basis and translation theories, a wide range of cultural knowledge,certain professional knowledge, etc. and also shares some translation experienceand lessons like the importance of pre-translation, effective use of networkresources, careful choice of Chinese words and full use of modern IT.Throughout the translation study on Will Work for Shoes, the author hopesthat, the report will provide some guidance and references for marketers andprofessional marketing English translators, and academically help promote andpopularize the marketing strategy.