A Report On The E-C Translation Of Six Rules Of Brand Revitalization Under The Guidance Of Newmark’s Translation Modes

The translation material of this report is from the second edition of the book on marketing by Light and Kiddon(2016): Six Rules of Brand Revitalization,which is featured in its informative,expressive and vocative functions.There are three levels of translation difficulties: the difficulty of the lexical level lies in how to translate culture-loaded words;that of the syntactical level lies in how to be faithful to the characteristics of the original text and how to flexibly change the syntactic structures to ensure the expression effect of the translation;and that of the textual level lies in how to surmount the differences between Chinese and English expressions to achieve the contextual coherence of the target text.Focusing on the translation methods dealing with these difficulties,this report has discussed the application of Newmark’s semantic and communicative translation modes in the present translation: semantic translation is mainly applied to the translation of original proper nouns and product-related words,which adopts transliteration method.The communicative translation mode is mainly applied to the translation at syntactic and textual levels,and its specific strategies include appropriate addition of words according to linguistic conventions,flexible transformation of sentence patterns,and transformation of expression according to semantics,etc.At last,the report concludes that in translation practice,semantic translation and communicative translation are often used complementarily.