Discourse Goal And Translation Strategies

As a branch of pragmatic translation, commercial translation is substantially different from its literary counterpart. Compared with other family members, such as scientific translation, political translation and engineering translation, it stands out with great potentials to guide behaviors of consumers. Digital art magazines and luxury advertisements are distinctive types of commercial texts whose target consumer groups and professional standards differ quite a lot. Trying to encourage consumers’desire to purchase and convince them to pay by reading the translated text, translators should adopt various translation strategies to realize differentiated discourse goals.Based on the author’s own translation of digital art magazines and luxury advertisements, this report will discuss the relation between discourse goal and translation strategies through contrastive analysis of20examples, with a view to enriching the study of pragmatic translation and be somewhat referential to translators engaged in commercial translation.