| Press release is one of the most effective commercial ways by a company to draw customers’attention for sales promotion. Press release is featured by concise and comprehensive language, compact structure and skillful rhetoric. Good press release would succeed in combining the interest of the company with that of the customers, and could increase the visibility and credibility of a product to seize a leading position in the competition. The translation of press release issued by large multi-national corporations is vital in the marketing strategy. IBM, as a world famous company in the computer industry, issues its press release with rich information, which is valuable for relevant practitioners and readers concerned with the computer industry in China.In this report, the author desires to present translation strategies applied to the translation of IBM press release under the guidance of Skopos theory.This study report consists of five parts. First, a brief introduction of the research background is made. Then, Chapter I gives a description of the background, requirement and purpose of the translation practice. Chapter II provides an overview of translation process by the author of this study report, which includes preparation before translation, the steps to follow in translation, and proofreading and quality assessment of the translated work after translation. Chapter III suggests the application of Skopos theory to the guidance of E-C translation of IBM press release and discusses in detail the translation strategies adopted from lexical, syntactic and discourse perspectives of IBM press release. In the last part comes conclusion, summarizing the whole study and the possibility of applying Skopos theory to E-C translation of such EST writings as IBM press release and pointing out the limitations of this study. |
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