A Report On E-C Translation Of Inefficiencies In Digital Advertising Markets(Excerpts)

The source text of this translation report is Inefficiencies in Digital Advertising Markets from the Journal of Marketing,an academic paper published by SAGE Publications in 2020.In a systematic yet concise manner,this paper addresses four kinds of inefficiencies in digital advertising markets and looks at the various global digital marketing challenges as well as future opportunities from a strategic perspective.It will help a lot in implementing global digital marketing activities.This translation report consists of five parts: the first part is the introduction of the translation project;the second part is the description of the translation process;the third part is the introduction of the translation theory;the fourth part is the case studies and the fifth part is the summary and reflection.The source text is an academic paper with objective and professional contents.Therefore,the accuracy and effectiveness of information transmission are a top priority.This also requires the translator to enhance the fluency,readability,and expressiveness of the source text on the premise of being faithful to the original text in order to make target text readers have the same reading experience as source text readers.On this basis,the translator takes Functional Equivalence Theory as the guiding principle,analyzes the problems existing in the translation process from the lexical level,syntactical level,and textual level,and then summarizes the corresponding translation methods and solutions based on specific cases.At the lexical level,professional terms and abbreviations are frequently used,so it is necessary to translate them accurately with the help of professional dictionaries,professional websites,and other auxiliary tools to achieve lexical equivalence.At the syntactic level,the translation of passive sentences and subordinate clauses is discussed.The passive sentence mainly adopts two translation methods: one is to change the passive voice into the active one;the other is to use the generic persons as subjects according to the context,so as to conform to the Chinese expression habits.For the translation of subordinate clauses,the first step is to clarify the logical relationship of sentences.If the structure and word order of the source text are very close to the expression habit of Chinese,the linear translation can be adopted.On the contrary,in order to achieve better syntactic equivalence,the translation of complex clauses often needs to be split and restructured into short sentences.At the textual level,the translator chooses to retain the cohesive devices of the source text and present them in the target text in an equivalent way.In conclusion,Functional Equivalence Theory can provide effective guidance in the translation of academic works so as to improve the quality of the translation.At the same time,this report is expected to offer some ideas for the translation in this field.