A Project Report On Translation Of Branding Your Business (Introduction-Chapter8)

This is a translation project report on Branding your Business (Introduction-Chapter8) by James Hammond, who boasts 30 years’worth of experience in brand consultancies. This book is a popular guide to branding tailored for small and medium-sized companies, which heavily draws on the nutrients of marketing and psychology. The project involves Hammond’s perspective of the meaning of brand, the perception and emotion of customers, brand communication through five senses and brand halo effect. In the first part of the five-part report, the project description is dealt with, including project background, objectives and significance. The second part is devoted to the background of the source text, including the profile of the author, main contents and the analyses of the source text. The third part touches upon difficulties encountered in translation in terms of cultural background, knowledge of marketing and psychology and the inherent difference between English and Chinese, and the preparation before and during translation. Part four deals with Reiss’s text typology theory and the application of adaptive translation formulated by Reiss regarding the translation of operative text. Under the guidance of the model, six kinds of translation skills are utilized to accustom the source text to the target cultures with different values and norms embedded from the source cultures. Part five is about the gains derived from this translation project and the problems yet to be resolved.