文档介绍：On the Translation of ODM Promotional Brochures
A Thesis
Presented to the
School of East Languages and Translation Studies
Qufu Normal University
In Partial Fulfillment of the Requirements
For the Degree of Master of Translation and Interpreting
By Guo Pinjing
Under the Supervision of Associate Professor Sun Wei
and Professor Zhang Weimin
April 2013
Abstract
ODM (Original Design Manufacturer) promotional brochure translation enables enterprises
to spread information with speakers of different languages, reaching a much bigger audience
than ever before. But due to cultural or social differences amongst different peoples, a brochure
that is attractive and successful in one country’s market may deeply offend consumers in
another, leading to promotional failure as a consequence. Thus the translation quality of this
kind of publicity material should really be highly regarded.
The purpose of this report is mainly to analyze the principles of readers’ horizons of
expectation and the applications on the translation of ODM promotional brochures. From the
author’s point of view, it is vital for a translator to analyze and respect the expectations of the
reader. The horizon of a translator and his readers’ horizons should merge together. Applying
this principle to the translation of ODM promotional brochures, three specific codes—accuracy,
attractiveness, and readability—are presented here as the guides of translation. In the meantime,
some translation strategies—restructuring, addition and deletion, and annotation—are put
forward in the thesis. What’s more, the thesis classifies ODM promotional brochures into three
categories in the spheres of