A Report On E-C Translation Of Transgenerational Marketing (Chapter Five) Under The Guidance Of Skopos Theory

The content of the fifth chapter from Transgenerational Marketing is taken as the source text in this translation practice.It mainly describes the process of the company making marketing decisions from Marketing 1.0 to Marketing 4.0 and the impact of the advanced marketing mix on their decisions.This management text takes information transmission as its principal purpose and focuses on the purpose of the translation.Therefore,the translator discusses the translation strategies and methods suitable for management texts under the guidance of Hans Vermeer’s Skopos theory.Guided by Skopos theory and according to the characteristics of management texts,the translator summarizes the problems encountered in the translation process and the solutions in the translation practice report.The translation practice report has a total of five parts.The translator first discusses the description of the translation task,including the introduction to the materials for translation,the features of the source text,and the significance of the translation practice.The second part is the literature review from the aspects of the studies on the translation of management texts,Skopos theory,and the application of Skopos theory in the translation of management texts.Then in the third part,the translator discussed the translation process,including before translation,during translation,and after translation.The case analysis in the fourth part is the focus of the practice report.Based on case studies,the translator analyzes the translation strategies of amplification,the conversion of part of speech,and the choice of word meaning in lexical level;omission,change of voices,and recasting in syntactic level;and comprehensive translation strategies in discourse cohesion and coherence under the guidance of Skopos theory in management texts according to the features of the source text and the difficulties in translation.Finally,the translator points out the gains and experiences,limitations and shortcomings of the practice,as well as suggestions in the conclusion.Through this translation practice,the translator found that in the translation of management texts,Skopos theory plays a full guiding role.It is hoped that the translation strategies and methods summarized in this translation practice can provide a reference for future translators engaged in management texts.