Strategies For English-chinese Translation Of University Prospectus

In the era of globalization of higher education,university prospectus is recognized as a significant marketing communication tool for higher education recruitment strategies.The quality of prospectus translation is one of the key factors in successful publicity and recruitment.High-quality translation caters to the needs and preference of targeted students,aiming to bridge the cultural gap in higher education marketing promotion.To improve the quality of translation,translators should analyze the textual features of university prospectus and generate appropriate translation strategies.This paper seeks to explore and analyze the functions of university prospectuses and to draw translation strategies for them.Three functions of university prospectus are interpersonal function,vocative function,and visual-identity function.The interpersonal function is reflected in the use of personal pronouns and cross-cultural words.Meanwhile,the author makes good use of brand-personality words and devices to catch the eye.As for visual-identity function,the source text is well arranged not only in text but in typesetting.Based on the characteristics of the source text,this paper develops translation strategies from the perspective of performing the interpersonal function,recreating the reader’s emotional experience and having a good combination of text and typesetting to make the translation more comprehensible for target readers.