Difficulties and Strategies for the E-C Translation of Marketing Texts Under Functional Equivalence Theory: A Study of Digital Marketing (Excerpts)

Abstract

The world has entered the era of digital economy, driven by globalization and digitization. The emergence of digital marketing has greatly contributed to the economic development of our country, and the daily life and work of the people have been facilitated to a greater extent. The development trend of the world’s digital economy is characterized by variability, which has a certain impact on the development of China’s national economy. At present, digital marketing is developing in a good direction, which is of great strategic significance in the process of the development of the world economy and needs to be given great attention. This study is guided by Nida’s theory of functional equivalence, and the applicability of the theory in the process of information conversion between source and target languages is verified through case studies. In order to achieve the research purpose, the author reviewed a large amount of literature and referred to relevant parallel texts, revised and organized the translations, summarized the common translation problems and proposed corresponding solutions. In the process of practice, based on the theory of functional equivalence, the author explores the difficulties encountered in translation practice from the three levels of vocabulary, syntax and text, and uses translation strategies such as literal translation, incremental translation, fractional translation and sequential translation to solve the difficulties encountered in translation practice. This study is committed to achieving functional equivalence between the source text and the target text, flexibly adopting translation methods for the difficulties in the translation process, accumulating experience for business text translation, and hoping that this study can provide reference for the translation of subsequent business texts.