The Difficulties Of And Solutions To Simultaneous Interpreting For Product Launch Under Skopos Theory

Product launch is an effective way for consumer electronics enterprises to promote their new products.The companies always try their best to make the shows informative and eye-catching.Because of the increasingly fierce domestic competition,these corporations are actively seeking their profits overseas.The target audiences of the launches are of course from all over the world.In the information era,timeliness has been highly looked upon.Therefore,simultaneous interpretation becomes necessary on the live shows of these launches.The product launch of consumer electronics is an integration of technologic information and entertainment,which makes the launch different from the traditional press conference and brings great challenges to simultaneous interpreters.In this paper,the Chinese to English simultaneous interpretation of Luo Yonghao's product launch of Smartisan T2 on December 29,2015 will be taken as a representative example.Firstly,the background and the process of the practice,and the linguistic features of the launch will be introduced.After that,the general characteristics of the simultaneous interpretation for product launch under the Skopos Theory will be talked about.And then the author describes the difficulties encountered in this practice,such as professional terminology,language redundancy from colloquial expression and the humor of the speaker,and then the author discusses how to deal with these issues under the guidance of the Skopos Theory in order to achieve a satisfactory simultaneous interpretation.This article is not only served as a reflection of personal practice,but also a useful guidance on the simultaneous interpretation of launch of consumer electronics.