Challenges In And Strategies For Translating English Curtains Product Copy Into Chinese

As more and more overseas home furnishing companies seek to expand into the Chinese market and improve brand influence,the demand for translating product copy,an important channel for the company to promote its products,from English into Chinese,is rising rapidly.Product copy has distinctive features that serve both informative and vocative functions,and the translation of it must take these features into consideration.This paper aims to discuss typical challenges translators may encounter in translating English product copy into Chinese and proposes feasible solutions based on a case study.The challenges concern the understanding difficulty of polysemous adjectives and colloquial expressions in English and the coherence problem and unattractive writing in the translated text,to which the following strategies are proposed.Firstly,turning to product images when certain expressions appear to be not clear enough could be a helpful method to facilitate understanding.Secondly,construct sentences in a logical way that could show connections between different product information rather than put short and fancy phrases of different product characteristics randomly.Thirdly,change the way of description to suit the taste of the Chinese readers when there are cultural differences between the two cultures.Fourth,choose more vivid and powerful words in the description and appropriately add the features and benefits of the products as suitable to the reading habit of Chinese readers.