Language Enhancing Strategies In Translation Of Promotional Corporate News Releases

A quality promotional corporate press release plays a vital role in product promotion and corporate brand building.However,due to the differences between Chinese and English languages and the propaganda characteristics of these texts,despite having fully understood the original text,translators may still find it difficult to deliver translation that achieves the same publicity effect as the original text so as to enhance the appeal of products and brands and stimulate consumers' desire to purchase.Translators can be easily misled by the form of the original text during the process,failing to target the right language enhancing strategies according to different source texts thus leading to insufficient publicity.This paper explores how to translate the promotional corporate press releases,with the translator respecting the source information while effectively using the language enhancing strategies to add the appeal of the text,so as to achieve its intended commercial purpose.The case discussed in this paper is from a group of English-Chinese translation projects of fashionrelated press releases,in which the author participated.These fashion materials have a strong language landscaping tendency,with more active and dynamic vocabulary chosen.The use of synonyms and long sentences are also common in these texts.In this paper,the author first analyzes the different characteristics of such texts in Chinese and English from the perspectives of lexicon,syntax and rhetoric through literature and inductive methods,defines “language enhancing” or “rendering”,and analyzes the language enhancing difficulties in the translation process.The third chapter is about case analysis,exploring the reasons for the poor rendering performance of the initial translation.The author thus finds that the reasons mainly lie in the lack of appeal of the vocabulary and the wrong focus of the rendering-needed information.In order to enhance the persuasiveness and appeal of the text,the translator should fully understand the different characteristics of the English and Chinese propaganda documents.In the translation process,it is necessary to forget about the form of the source language,focus on the verb rendering by using more of the verb structure in Chinese,take advantage of translation memory,the use of synonyms and vivid vocabulary.Translators also need to be careful with over-exaggerating rhetoric,avoiding the use of superlatives in Chinese.