A Report On The E-C Translation Of From Chinese Brand Culture To Global Brands From The Perspective Of The Adaptation Theory

Now,“Made in China” has become a buzzword worldwide.However,it’s merely a general label for products made in China.In terms of brand-building,the products made in China still have a long way to go.Therefore,the author chose the book From Chinese Brand Culture to Global Brands for translation,with the hope that it can contribute to the Chinese brand-building.The book was published in 2013 by the world-renowned Macmillan Press.It examines the capacity of Chinese brand culture to complement existing models of brand globalization,and explores how China branding efforts reveal aspects of their own brand culture.The author selected the introduction and the first chapter for translation,and wrote the report on the translation practice from the perspective of Adaptation Theory proposed by Jef Verschueren.In this report,the author firstly introduces the task and the features of source text and similar texts,and describes the whole translation process.Then the author briefly introduces Adaptation Theory and summarizes studies on Adaptation Theory at home and abroad.Adaptation Theory is mainly composed of four parts,including structural objects of adaptability,contextual correlates of adaptability,dynamics of adaptability and salience of the adaptation processes.Taking the perspective of structural objects of adaptability,the author discusses the adaptation made in the translation process on the lexical,syntactic and textual levels.On this basis,practical translation techniques and methods are summarized.It was found that translators can adopt the following methods to achieve adaptation in the translation process.On the lexical level,semantic selection,conversion of word classes and the use of four-character expressions can be used.On the syntactic level,conversion of sentence patterns and word order adjustment can be adopted.On the textual level,various translation methods can be integrated to meet thetarget language readers’ needs.The author hopes that translation methods summarized in this report based on Adaptation Theory can play an active role in translating books or literature on brand-building and can be conducive to other researchers.