A Report On The Translation Of Social Media Marketing(Chapter 11)

Advances in computer and Internet technologies,especially the emergence of Web 2.0 technologies and mobile Internet technologies,have promoted the vigorous development of social media.In this case,netizens no longer passively receive the information from publishers,but can communicate with them.Social media initially appeared as entertainment tools,such as Facebook,MSN,Microblog,etc.Later,marketers became aware that social media could greatly improve the breadth and depth of information communication with a low cost,so it was applied to spreading marketing information,thus forming social media marketing(SMM).In China,theoretical studies on social media marketing are relatively insufficient.Under this circumstance,it is important to enhance studies on social media marketing in China.This article is a translation practice report about social media marketing.The materials are selected from Chapter 11 of Social Media Marketing,which is an academic work.Chapter 11 of this book systematically explains and analyzes the definition and function of social media indicators,providing great reference for social media marketing.In the process of translation,the translator found that there are a large number of specialized terms and complex and long sentences in the original text.To this end,the translator consulted some dictionaries and read relevant literature,thus having a deeper understanding of these issues.To solve the problems appeared in the translation process,the translator followed the translation shifts theory of Catford.The theory includes level shifts and category shifts.Level shifts include the shifts in terms of tense and singular and plural forms,which makes the translation conform to the idiomatic expressions of the target language.Category shifts incorporate three types of shifts: structure shifts,class shifts and unit shifts,which makes the translation more acceptable by the target readers.Structure shifts include the shifts between passive voice and active voice,animatesubject and inanimate subject,and the shifts of English post-positive attributive.Class shifts cover the shifts of English nouns,verbs,adjectives and prepositional phrases in terms of the part of speech.Unit shifts are related to the change among grammatical units such as words,phrases,clauses and sentences.