A Report On The Translation Of Brand Publicity Materials From The Perspective Of Integrated Marketing Communication

Economic globalization has spawned many international brands and multinational companies.Due to the different language backgrounds of various markets,there is a growing demand for the translation of brand publicity materials.Based on a case study of the publicity materials translation project of Converse in which the author has participated,this report provides an in-depth analysis of its translation requirements,text characteristics and translation difficulties from the perspective of Integrated Marketing Communication and discusses three major factors in the translation of brand publicity materials under the view of integrated marketing translation,namely,marketing strategy,consumer groups and target market,aiming to provide general guidance and theoretical support for the analysis of the case.The translation strategies of zero translation,translation compensation and translation variation are applied respectively to optimize the communication effect of the translation and maximize the marketing benefits of the brand.Specifically,zero translation methods such as transplantation,transliteration and domestication are used to enhance brand communication effect,translation compensation in the linguistic,aesthetic,and cultural aspects are used to avoid translation losses for the sake of consumers,and translation variation methods such as selective translation,modified translation and edited translation are used for better adaptation in the target market.In regard of translation practice,the report expects to provide reference for translation practice in marketing,advertising and other related fields;with respect to translation study,the report tries to go beyond the traditional translation research which focuses on text analysis and conducts an diversified discussion on the translation of such texts from the interdisciplinary perspective.