The Translation Report Of Marketing 4.0 From The Perspective Of Eco-translatology

In this paper,eco-translatology,the theory brought up by Professor Hu Gengshen of Tsinghua University,is adopted as the theoretical guidance and its three-dimensional transformation as the framework in the author‘s efforts of translating and polishing Philip Kotler‘s masterpiece Marketing 4.0.Scholars studying eco-translatology have mainly chosen literatures and other culture-related texts,such as tourism slogan translation,paying little attention to economic classics.The newly published Marketing 4.0: Moving from Traditional to Digital by Philip Kotler,father of modern marketing,is not only a must-see for marketers,but also serves as an excellent material for us to try out eco-translatology theory.The author reviews on the concepts and progresses of eco-translatology,and then introduces the model for this paper – three-dimensional transformation.The study mainly conducts qualitative research,and launches case studies to analyze the text from linguistic,cultural and communicative dimensions.Various translation approaches and rhetorical devices,including additions,omissions,changes of voice,metaphors,four-character phrases and personifications are used and counted to realize the transformation and study their role in such transformation.It is to be noted that some approaches function in more than just one dimension,and together they help realize the integrated transition and live up to the standard of ―Sansheng‖.Through case studies,the author sees the different use frequencies of these approaches and that these results are different from those in literatures and culture-related texts.However,whether or not the regularity exists still requires further studies on more financial and economic textsThe report can be divided into two parts or six chapters.The first part contains excerpts of both original text and translated text for readers‘ reference.The second part can be divided into 5 chapters: The first chapter describes the task from its background information,significance,theme and linguistic features;the second illustrates the theoretical framework and major concepts of eco-translatology;the third chapter is on the translation process;the forth chapter is case study,and conclusions,as well as limitations and outlooks of the research are demonstrated in the fifth chapter.The author holds that eco-translatology is of certain significance in guiding the translation of economic and financial texts.As the study deepens,an integrated system of approaches and strategies will be formed to apply eco-translatology to these texts.