Translation Strategies For Storytelling Text Of Luxury Brands

As more and more luxury brands embrace the global market,brands’ advertising and promotional copy is becoming increasingly popular.Storytelling text,a trendy type of promotion copy,is favored by many luxury brands for its emotion-evoking narrative.It can effectively help luxury brands create their distinct images,spread their brand value,and stimulate sales.Therefore,the translation of brand storytelling text is key to developing overseas markets.Based on a case study of a translation project featuring the chronicles of a luxury watch brand,this thesis analyzes the problems faced by the translators engaged in this project and puts forward several possible targeted translation strategies.By analyzing the source text,the author finds that the translation of storytelling text is challenging due to its complex text style,strong emotional tendency,and vivid narrative.Through case study and analysis,three categories of translation strategies on brand storytelling text are herein provided for translators: using the language of higher register such as formal style language,defamiliarization,and Chinese four-character idioms to promote the brand positioning;making clear the emotional tendency of the translated sentences to avoid possible underlying negative message to make the translated text in accordance with the brand value;and making the story in the translated text more vivid by using exaggerated tone of voice if necessary,highlighting the main information or adding missed information.Hopefully,this thesis will give new insights into the translation of brand storytelling texts.