A Report On E-C Translation Of Integrated Marketing Communications （Chapter 3 And 5）

Integrated Marketing Communications,an authoritative reference in marketing communications,is chosen as the source text of this translation practice report.The total amount of translation is over 12,000 English words.This translator selects two chapters to translate,covering chapter 3,which explains the role of integrated marketing communications in brand building,positioning and differentiation,and chapter 5,which describes how to implement integrated marketing communications campaign comprehensively.Under Professor Li Changshuan’s Comprehension,Expression and Adaptation（CEA）Framework,in this report,the translator analyzes the primary problem at each stage of the translation process and provides effective translation methods and skills by giving examples.At the comprehension stage,it is a significant challenge to understand the domain knowledge,background information and context,so the translator confirms the messages and standardizes the target text by searching for parallel texts,NBA Library and search engines.At the expression stage,this report focuses on four common translation methods: amplification,substitution,division and transliteration.The translator strives to make the target text accurate,professional and readable in expression by supplementing implied information,splitting English words and phrases that are difficult to deal with,applying commonly used Chinese idioms and adopting transliteration that combined with meaning.At the adaptation stage,the translator discusses the translation of English passive voice sentences and typical long and complex sentences in syntactic level.It is pointed out that the translator should pay attention to the English and Chinese language differences,give full play to the advantages of the target language and avoid Euro-Chinese by using common Chinese linguistic forms such as four-word expressions and run-on sentences.As a translation practice of an English book in marketing communications,this project discusses the difficulties in translating economic management text,such as lacking professional knowledge,misunderstanding of meaning,improper simplifications in the source text,and Euro-Chinese in the target text,and puts some corresponding solutions forwards.It aims to offer a reliable Chinese reference book for professional learners and provide translation methods for reference to other related practices.