A Translation Project Report Of People And Product: Consumer Behavior And Product Design (Chapter 1)

This is a translation project report on the translation of Chapter One “People and Product: Consumer Behavior and Product Design” authored by Allan·J·Kimmel, a Professor of Marketing at ESCP Europe in Paris, France. He has published extensively in the fields of consumer behavior and marketing. The book is a work which discussed the consumer and the product. The first part mainly introduces the change of relationship between consumers and products as well as the development of times;the second part introduces technology and innovation in everyday life; the third part involves consumer demands and product usability; the fourth part relates to product design and aesthetics; the fifth part introduces consumer as active participants in the product design process and the last gives us a prediction of the future things. The text type of the source text is informative and the translator adopts proper translation strategies so as to achieve the balance between the original and translation. In this report, the author analyzes the text type and linguistic features of the original, and illustrates the difficulties encountered in translation and their corresponding remedies under the guidance of pertinent theories and with concrete examples. At the end of the report, the author summarizes the lessons that he has learnt in the project with an expectation of accumulating experience in translating informative texts.