A Report On Translation Of Jony Ive:the Genius Behind Apple’s Greatest Products

As the popularity of Apple products grows enormously, people want to know more about the talents behind the company. Therefore, books about talents in Apple have become a hit. One of them is a biography entitled Jony Ive:The Genius Behind Apple’s Greatest Products, giving readers inspiration by telling stories of Jony Ive, the Senior Vice President of Design at Apple Inc.With the purpose of publishing Chinese version of the biography, China International Trust and Investment Corporation Press began to recruit translation team for this book shortly after the publication of the original version. The author joined the team soon after she heard of the news and worked as a member of the team. She had proofread and revised the translated version for several times before it was submitted to the press and now it has been published. During translation, the author has referred to many materials, including books about Apple culture, diction and translation methods, as well as related online resources.What’s more, the author has referred to the theory of translational norms proposed by Gedion Toury. The theory discusses the choices of the translator during translation practice. Toury holds that translation is a process where a balance has to be found between two extremes,"adequacy" and "acceptability". In the author’s opinion, the biographical translation should be more source-oriented so that Chinese readers can have a better understanding. Therefore, the translation strategy of domestication is adopted. This report analyzes the application of Toury’s theory of translational norms during translation practice and gives illustrations from the aspects of preliminary norms, initial norms and operational norms. Preliminary norms and initial norms are about thoughts and consideration before translation practice while operational norms govern specific text operation during translation practice.The author has summarized the basic feature of biographical literature and illustrated commonly-used translation methods. The author hopes the practice, which is conducted under the guidance of Toury’s translation theory, can be regarded as reference for the future English-Chinese biographical translation.