| In recent years,with the rapid development of Chinese economy,more and more foreign companies get access to the Chinese market.The E-C translation of their product descriptions for localization has seen an increasing demand.The basic function of product description is to introduce the features of the products.However,with various products flowing to the market that provide the consumers more choices,product description is not limited to the introduction of the product features.It focuses more on its advertising function so as to attract more customers and boost consumption.Thus,product description in different types has different literary forms and language styles.In terms of the Mastercard Offer Experience Program translated by the present author,it is a hybrid text performing the dual functions of conveying information and advertising.Therefore,in combination with some specific cases,this report explores the translation methods which are applicable to this hybrid product description based on the Text Typology Theory.According to the Text Typology Theory,the source text is an informative and operative text,which includes much information like names of people and places,hotel and catering terms as well as some elegant and complicated adjectives lexically.Syntactically,many long and difficult sentences and passive sentences on hotel introduction are covered.Also,promotive slogans are used for hotel promotion.Textually,not only objective and formal information but also advertising contents are covered in the source text.Regarding these text features,this report has proposed the following solutions: zero translation,addition,application of four-character phrases,restructuring,conversion and inversion.In short,translators should choose appropriate translation methods based on the text type,text features and translation requests to fulfill the final purpose of translation practice. |
