Audience Targeting Strategies For English-to-Chinese Translation Of Luxury Brand Promotional Materials

Translation of English promotional materials into Chinese is vital for international luxury brands to better reach Chinese consumers.Such promotional materials,as a type of vocative texts,need to be translated into the target language with a focus on the promotional effects of the translated texts,or more specifically,the acceptance of target-language audience.The first chapter of this thesis introduces cosmetics-related translation projects of Christian Dior the author has completed during her internship at a Shanghai-based translation firm,followed by a discussion of factors that may affect the promotional effects of the translated texts in four aspects.After a comparative analysis of different translation versions in the translation projects,the author proposes in the third chapter some strategies for improving the promotional effects: reading through the translation drafts to ensure that the texts are not affected by the use of CAT programs such as SDL Trados,including broken sentences caused by such programs;improving aesthetic appeal of the translation with the help of Translation Memories tools;giving a faithful rendering of the original ideas contained in the source-language texts that are intended to distinguish the products from others;and properly editing the messages to make the translation better accepted in the target-language market.