Translation Strategies Of Publicity Materials

As China has become increasingly active in the global economy,a growing number of international brands have entered China.The rapid development of the mass media has greatly contributed the promotion of publicity materials.Publicity materials refer to texts that a company uses to advertise and promote its products through media including newspapers,magzines,the Internet and the like.As an important subject of specialized translation,the language of publicity materials of brands features unique style.Such publicity materials need to be translated into the target language with a focus on the promotional effects so as to attract consumers.The quality of the translation of publicity materials has a profound influence on facilitating product selling and building up brand image.By analyzing examples from publicity materials of several brands,this paper will probe into the strategies on how to achieve the promotional function of the translated texts while guarantee the faithfulness of the translation.Focused on its stylistic features,this paper first lists several challenges translators may meet and then provides some possible translation strategies through the use of rhetorical devices,the change of perspective,reference to the related background information of the brand with a view to achieving better promotional effects.