Chinese-English Translation Strategies Of Informative And Promotional Product Overview

2019 marks the 40^th anniversary of China's reform and opening up to the outside world.An increasing number of Chinese companies are expanding into overseas markets at a faster pace,and their demand for the English edition of informative and promotional materials has growing substantially.Companies need high-quality English texts to help customers in overseas markets know what they sell and why they should choose those products.Therefore,the target text should achieve the same effect as the source text and even be better.Bearing in mind the target clientele's expectations,translators may,from time to time,need to choose appropriate strategies to restructure or rewrite contents in the source text,so as to improve the informative and promotional effects of the target text.The author translated a product overview of a state-owned enterprise.Based on the conflicting points between the characteristics of the Chinese original and expected functions of the English text,the author discusses in this dissertation about which translation or rewriting strategies can be adopted to improve the informative and promotional effects of texts like product overview.When translating texts containing complex functional specialized concepts that are hard for ordinary customers to understand,translators may add explanatory or transitional information,and choose more directional words.For texts having unclear logic due to loose structuring of information,translators need to reorganize the order of phrases,delete redundant information,add logic connectors,and make appropriate layout changes,to make the core information explicit.Where source texts lack brand visibility,translators should transform the perspective and highlight the product name,while avoiding any mention of competitors'trade name.At the same time,it is essential to polish the English name of products to make them more visible for the target audience.