| As WeChat has become one of the fastest growing mobile app in China,more companies,especially those multinational corporations expanding business in China,are now leveraging the WeChat official account platform to enhance brand exposure and customer engagement.The WeChat posts differ from conventional press releases in their rocket spreading speed,various formats and targeted audience,making the trans-editing of such posts a key issue confronting all translators in this area.Based on a case study of author's experience as a team member in translating from English into Chinese Deloitte WeChat official account posts themed on Chinese outbound investment,this paper proposes and discusses three tentative trans-editing strategies,in terms of content effectiveness,expertise requirement,and graphic design,by analyzing the features of WeChat posts on similar topics with high hits released by the client's competitors.The author hopes that the discussion in this paper will provide some useful ideas for other translators of similar texts,and for future studies on this topic.The first chapter provides the background information of the translation project discussed and introduces the project procedures and client requirements.Secondly,through studying on investment-themed WeChat posts,the author summarizes three text features: the purpose of the posts is to expand the Chinese market in a timely manner;the targeted audience prefer shallow reading and the information is provided in a visual and mobile-optimized way.Then the author proposes accordingly three trans-editing strategies: 1.highlighting the key information,avoiding redundancy and listing clear logical points to cater to Chinese target audience's reading preferences;2.reducing/paraphrasing jargon and rewriting the titles to attract more potential customers with limited expertise;3.using bold/color highlights and adding images/GIFs/videos to engage the audience by creating strong visual and acoustic impact. |
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