Strategies For Translating Brand's Promotional Texts From The Perspective Of Marketing Translation

In a world of deepening economic globalization,international companies are facing a wider range of markets at home and abroad than ever before.In corporate's global branding discourse,information exchange happens quickly,frequently and extensively between brands and customers with different culture background.Brands' advertising and promotional copy,as a direct window for companies to contact customers,is the key to improving brand image and stimulating sales.In this case,localized marketing translation strategies need to be adopted by companies to better meet customer expectations in the local market.On a case study of SELECT magazine,a promotional copy of a German luxury car brand,this paper focuses on the analysis of multi-dimensional factors that influence marketing translation which are brand marketing strategy,client's translation brief,and text features.The paper finds that formulating style guidelines based on the above factors can effectively improve translation quality,avoid translation misssing,and produce translated copies that better meet the aesthetic expectations of clients and readers.Four translation principles are summarized accordingly as follows: 1)use of defamiliarization to retain the brand's foreign flavor and better serve the high-end needs;2)use of rhetoric to highlight the text's persuasion function;3)use of "creative translation" to address slogan and tagline texts;4)use of “we”,“you” to create a sense of face-to-face communication and enhance brand affinity.Through case study and analysis,specific and operational translation methods are provided,such as defamiliarization can be achieved by retaining English texts and choosing unfamiliar words in the Chinese contexts,etc.By focusing on the cross-cultural and communicative nature of marketing translation,this paper tries to put forward translating strategies for promotional texts based on not only text analysis,but also on brand's marketing strategies and customer translation preference,in order to offer reference to novice translators working for thirdparty translation companies,advertising agencies as well as brand marketing team.Meanwhile,this paper hopes to provide insights to brand's glocalization planning from the perspective of translation.