A Report On The English-Chinese Translation Of Social Media Strategy:Marketing,Advertising And Public Relations In The Consumer Revolution(Excerpts)

In today’s information era,large quantities of information can be disseminated via the internet.More and more people prefer to share their experiences and feelings,and communicate with strangers from different parts of the world on various social media platforms.Enterprises are actively advertising and dealing with public relations issues on social media by taking advantage of its communicative power.Therefore,it is of vital importance to translate social media texts effectively with a high quality.This translation practice report is based on selected portions of the textbook Social Media Strategy: Marketing,Advertising and Public Relations in the Consumer Revolution,which deals with a series of campaigns about marketing,advertising and public relations via social media.Chapters Five and Six are selected for translation into Chinese.Featuring an objective and rigorous style,intended primarily to convey information,the original text is defined as an informative text.Hence,adopted as the basic principle guiding the translation process is Peter Newmark’s communicative translation theory,which attempts to produce an equivalent effect on the target readers as was produced by the original text on its readers rather than mirror the original form or diction as closely as possible.At the lexical level,the translation of polysemous words and other abstract nouns is focused on.They are treated by such methods as contextualized translation,conversion of word classes and extension of word meaning.At the syntactic level,special attention is given to passive-voice,complex and negative sentences,whose translation problems are resolved with the translation techniques of turning passive voice into active form,division,negation and etc.At the textual level,the translation of a cluster of long sentences is discussed,with restructuring and “translating between the lines” discussed as possible solutions.All these translation techniques aim at producing an equivalent effect on the target readers as was produced by the original text on its readers.The report concludes with some suggestions for potential translators on translating similar texts into Chinese.