On Cross-Cultural Product Promotional Text E-C Translation In The View Of Skopos Theory

Since China's accession to the WTO,more and more multinational companies have focused on the potential of Chinese market.Some international sports brands such as Nike,Adidas pour into China and earn a good reputation.Their successful entry is not only because of high quality of their products and also of their proper promotional versions in Chinese.It seems helpful if some promotion strategies can be drawn from their successful story for the Chinese brands entering into international market and gain a certain market share.Therefore,it is necessary to conduct a detailed study on their Chinese translation versions of their products.The study is based on Skopos Theory,starting from three rules of the theory and using the method of text comparative analysis.It takes some English-Chinese versions of the series products from Adidas official website as a corpus.It aims to study the translation strategies of their product promotion texts under cross-cultural context.The study finally concludes that:1)"The purpose rule" is the primary principle in the translation of product text for cross-culture promotion,but exaggeration should be avoided;2)"The coherence rule" requires translators to pay attention to the language habits and thought patterns of target readers;3)When it comes to the introduction of product specialty,"the loyalty rule" requires that the translation must be in accordance with the source language;4)When it's difficult to balance these three rules due to the differences of different national cultural psychology and aesthetic,translators need to formulate different translation strategies according to the purpose specified by the client and adapt to the different tastes of different consumer groups.This paper aims to explore specific translations strategies of product text for cross-culture promotion,hoping to provide some references for the translation of promotion texts of Chinese brands.