A Report On The Translation Of Integrating Marketing Communications:New Findings,New Lessons And New Ideas(Excerpts) Based On Functional Equivalence Theory

In recent years,new types of media have emerged one after another,which has posed a grave challenge for marketers who want to design integrated marketing communication(IMC)programs.As many highly cited papers in this field are from the US,the translation of such papers into Chinese can help Chinese marketers better understand the new IMC-related theories put forward by US marketing experts.In China,the study on the English-Chinese translation of academic papers is rare,not to mention the study on the translation of IMC-related academic papers.Therefore,the translator decides to utilize an academic paper on IMC to explore some of the translation theories suitable for the translation of academic papers so as to advance the study on the translation of academic papers.The academic paper chosen by the translator is Integrating Marketing Communications: New Findings,New Lessons and New Ideas,one of the latest IMC-related academic papers written by Kevin Lane Keller,a prestigious marketing expert.In his paper,based on an upgraded consumer decision journey,Keller provides two models for improving the efficiency and effectiveness of integrated marketing communication programs.This report discusses the translation theories applied in translating Keller’s paper.These translation theories include Nida’s functional equivalence theory(the “goal”)and some translation methods at the lexical and syntactic levels(the “tools”).The report is to help potential translators better apply the translation theories in translating academic papers,and to provide insightful advice to those who are interested in IMC.