On E-C Translation Of Introductory Texts Of Products From The Perspective Of Reiss's Text Typology

The introductory text of products on website has become an important way for people to acquire the related information of the product.As more and more foreign products are introduced into China,the E-C translation of introductory texts of products is in great demand.However,some translators usually focus on the accuracy of the translation,and neglect the vocative function of the source texts.Therefore,this practical report attempts to discuss the E-C translation strategies of introductory texts of products from the perspective of Reiss' text typologyThe report is based on the author's E-C translation of the introductory texts of Terry Lifts and Axess2 lifts.According to Reiss's text typology,the thesis tries to explore the strategies for translating English introductory texts of product into Chinese from both aspects of lexical and syntactic levels.At the lexical level,the thesis firstly analyzes the translation strategies of brand names and product names.To acquire the approval of the target audiences,semantic transliteration and zero translation methods are adopted in the translation process.As for the translation of adjectives,the Chinese four-character structures are appropriately used to meet the target language style.While translating the technical terms,translators can use parallel texts to make the target text more accurate and professional.At the syntactic level,in the translation of exclamatory sentences and interrogative sentences,more attention is paid to the vocative function of the source text,so the translations do not rigidly adhere to the form or word orders of the source text.In this process,various of translation methods are adopted,such as freetranslation,adaptation and omission and so on.As for the translation of passive sentences and long sentences,the adoption of flexible translation methods to change passive voices and word orders make the translation more readable.In conclusion,according to Reiss's text typology,introductory texts of products belong to operative text which functions on affecting readers.Therefore,translators should give consideration to both faithfulness and effectiveness of the translation,so as to realize its function of promoting sales.