A Report On The E-C Translation Of Retail 101: The Guide To Managing And Marketing Your Retail Busniess Based On Communicative Translation Theory

Nowadays,the competition in domestic retail market is increasingly fierce,and advanced marketing concept is crucial to the success in retail industry.Excellent foreign marketing books,which provide good references for domestic merchants,are of great value to be translated into Chinese.In this case,the translation studies in this field are also of great necessity to be carried out.Retail 101: The Guide to Managing and Marketing Your Retail Business is a famous retail marketing book,written by today's top retail leaders Nicole Reyhle and Jason A.Prescott.Written in a concise and clear language,the book serves as a marketing strategic guide for readers and is widely acclaimed.The translation study is carried out based on the author's E-C translation of the first part(Chapte1---Chapter4)of the book.Considering the type of the source text,the nature of the readership and the purpose of the translation,the author chooses communicative translation as the theoretical basis to explore the translation difficulties of the source text in terms of vocabulary,syntax,and rhetoric,aiming to summarize effective translation methods for the E-C translation marketing texts.To be more specific,the thesis mainly focuses on the studies of the following aspects: the translation of professional terms and the compound nouns;the translation of long sentences and the sentences with non-finite verb structures;the translation of metaphors,allusions and epigrams.Through many specific case analysis,the major findings of the thesis are as follows: to make readers get the accurate contextual meanings of professional terms and compound nouns in the marketing text,free translation,annotation and conversion are adopted;For long sentences and the sentences with non-finite verb structures,thetechnique of adjusting the sentence structure is always desirable;For metaphors,allusions and epigrams at the rhetorical level,the methods of literal translation,free translation,paraphrase and borrowing are adopted to make the target readers get the same reading effect as the original readers.All these findings are based on communicative translation.This report not only helps to improve the translation quality of marketing text,but also plays a certain role in promoting and supplementing the translation studies on marketing text.