Register And Stylistic Features:A Report On The Translation Of Brand Breakout-how Emerging Brand Will Go Global

According to Halliday‘s register theory,field,tenor and mode are the three variables of register.The translation task is translating an excerpt from Brand breakout-How emerging brand will go global which explains two routes for emerging brand to go global.The initiator of the source text is a publisher and the target readers are the students in university major in economic management.The field of source text is economic management field,the tenor is about the target readers,students in university and the mode is written text as a reference book.Therefore,the translation strategy is chosen with the purpose of reflecting the stylistic features of the source text from the perspective of field,tenor and mode.The field is reflected in its professional terms and jargons.As a reference book for economic major study,when it comes to the translation of terms,referring to the professional books and websites is a good choice.As to the jargon translation,it is better to use the expressions which are always used in the economic major.Besides,the tenor is reflected in the impersonal sentences and brand translation.The efficient way is to make them suitable for the decoding abilities and education levels of the target readers.Finally,the mode is conveyed through headlines and the direct speech from the managers.Reflecting the dynamic state of the headlines of the text is a good method to make the text logical and cohesive.What‘s more,when translating the direct speeches,the status and the situation of the speakers and the language habits are supposed to be paid more attention.This report is divided into four parts.Part One gives a general idea about the translation task.Part Two gives the translation preparations and Part Three is the body part of this report,focusing on case study.The last part is the conclusion.