A Report On The Translation Of The Content Trap:A Strategist's Guide To Digital Change(Chapter 25)

This is a report on the translation of The Content Trap: A Strategist's Guide to Digital Change written by Bharat Anand,in which Chapter 25 Advertising—the Promise and Debates is the source text.Chapter 25 mainly discusses the operation mode of advertising in the digital age,which works primarily through information instead of persuasion.Through debates on native advertising,the writer offers media operation a new development path where users and marketing should be valued.This translation report mainly consists of six parts.Part One is a brief introduction to the translation project,including its background and significance of the project.Part Two is the analysis of the content and linguistic features of the source text.Part Three is the description of the translation process,including preparations of background knowledge and terminologies before translation,the process during translation,proofreading and polishing after translation.Part Four is an introduction to translation theories.This report mainly introduces the text typology theory proposed by Reiss and the skopos theory proposed by Vermeer.Part Five is translation difficulties and techniques.Guided by the two translation theories mentioned above,this report makes a thorough analysis of translation difficulties: advertising slogans,terminologies and long and complex sentences and proposes four translation techniques,namely,annotation,division,combination and inversion.Part Six is a conclusion about the translation practice,including the enlightenment and problems to be solved,so as to serve as a reference for future translation practices.