Message Delivery In E-C Translation Of Brand Copy: Impropriety And Solutions

As more and more international brands enter Chinese market,the translation of brand copywriting is in greater demand.Brand copywriting is written content that conveys product information through newspapers,magazines,the Internet and other media for the purpose of advertising and shaping brand image.Since brand copy plays an important part in corporate publicity,its translation quality will have direct impact on the sales and promotion of products.Based on examples from the copy of a home furnishing company,this paper analyzes the promotional function of brand copy and lists three problems(language reorganizing,language enhancing and handling of context information)in message delivery.To address these problems,the writer proposes solutions: reorganizing sentence structure so as to highlight key information and leave deep impression on readers;enhancing persuasion through the connotation extension and conversion of the person;strengthening the fluency and readability of the target text by adding or omitting context information.The thesis aims to provide reference for English-Chinese translation of brand copy.