目的论视角下中国假发产品营销文案的英译策略研究

iIIntroduction1.1BackgroundandSignificanceoftheStudyAstheworld'slargestproducerandexporterofwigs,Chinaoccupiesanimportantpositionintheinternationalmarket.Inthecontextofglobalmarketcompetition,theeffectivenessofEnglishlocalizationforpromotionalmaterialssignificantlyinfluenceshowChinesewigproductsareperceivedandtheirabilitytocompeteinternationally.Atpresent,therearemanyproblemsintheEnglishtranslationofmarketingtextsofChinesewigproducts,suchasinaccuratetranslation,poorculturaladaptability,lackofattractiveness,etc.,whichleadstotheinabilitytoeffectivelyconveytheadvantagesandcharacteristicsoftheproducts,andthisalsoaffectsthebrandimageshapingofmanyproducts.Fromthetheoreticallevel,thispaperanalyzesitstheoreticalapplicabilityintheEnglishtranslationofwigproductmarketingtextsbasedontheperspectiveofSkopostheory,whichhelpstoprovideanewempiricalbasisandresearchideasforthedevelopmentoftranslationtheory.Fromthepracticallevel,throughtheanalysisofalargenumberofwigproductmarketingtextEnglishtranslationcases,theEnglishtranslationstrategyinlinewiththeprincipleofSkopostheoryissummarized,whichcanhelpmoreforeigntradeenterprisestoenhancethecompetitivenessoftheinternationalmarket.1.2PurposeandMethodologyoftheStudyThispapertakesSkopostheoryasthetheoreticalframework,clarifiesthespecificguidingrolemechanismofthethreemajorguidelinesofSkopostheory(PurposeGuideline,CoherenceGuidelineandFaithfulnessGuideline)intheprocessofEnglishtranslationofwigproductmarketingtexts,andprovidessometheoreticalbasisfortranslationpractice.Intermsofresearchmethods,thisstudymainlyadoptstheliteratureresearchmethodandcasestudymethod.Throughextensivereviewofdomesticandinternationalliteratureonthetheoryofpurpose,translationstrategyandthewigindustry,weunderstandthecurrentresearchstatusofEnglishtranslationofwigproductmarketingtexts.Intermsofcases,someChinesewigproductmarketingtextsandtheirEnglishtranslationcasesarecollected,andthesecasesareanalyzedindepthusingthethreecriteriaofSkopostheorytosummarizethesuccessfulexperiencesandexistingproblems,soastoputforwardtheoptimizationstrategyofEnglishtranslation.IILiteratureReview2.1ResearchonSkoposTheoryNord(189)putforwardthecoreviewpointofskopostheory,whichheldthattranslationactivitiesshouldbeorientedto“purpose”,andthattheultimatepurposeoftranslationdeterminedtranslationstrategiesandmethods,emphasizingthatthetranslatorneededtoadjustthecontentandformoftheoriginaltextinaccordancewiththepurposeoftranslation.ReissandVermeer(118)firstlysystematicallyelaboratedskopostheory,pointingoutthattranslationwasakindofpurposefulcommunicativeact,andthepurposeoftranslationdeterminedthetranslationprocess,whichprovidedanewperspectivefortranslationresearch.ReissandVermeer(119)firstsystematicallyelaboratedonthetheoryofskopostheory,pointingoutthattranslationwasakindofpurposefulcommunicativebehavior,andthepurposeoftranslationdeterminedtheprocessoftranslation,whichprovidedanewperspectiveforthestudyoftranslation.Vermeer(127)furtheremphasizedthe“principleofpurpose”,whichheldthattranslationshouldbeinaccordancewiththeintendedfunctionofthetargettext,andthatthetranslatorcouldadd,delete,rewriteandsoonaccordingtotheneedsoftheoriginaltext.Guideré(120)focusedonthefieldofadvertisementtranslation,discussingthespecificityofadvertisementlanguageanditstranslationchallenges.Guideré(121)focusedonthefieldofadvertisementtranslationanddiscussedthespecialcharacteristicsofadvertisementlanguageanditstranslationchallenges.Hepointedoutthatadvertisementtexthadbothinformationtransmissionandpersuasionfunctions,andthetranslationshouldtakeintoaccounttheculturaldifferencesandaudienceacceptance,andemphasizedthatthetranslatorshouldflexiblydealwiththerhetorical,punsandculturalloadedwordsoftheoriginallanguageinordertorealizethecommercialcommunicationpurposeofthetargettext.2.2TheCurrentStatusofTranslationofConsumerProductMarketingCopywritingAtthattime,therewaslessliteraturedirectlytargetingthetranslationofmarketingcopyforwigproducts,buttherelevantstatusquocouldbefoundfromtheresearchonthetranslationofconsumergoodsmarketingcopy.WangShu(98)tookcross-bordere-commerceproductcopyastheresearchobject,pointingoutthatthetranslationofconsumergoodsmarketingcopyneededtopayattentiontoattractingthetargetcustomersandconveyingtheproductinformation,andtheresultsofthestudyshowedthatthereweresuchproblemsasinsufficienttreatmentofculturaldifferencesandstifflanguageexpressioninthecurrenttranslation,whichneededtobecombinedwiththeskopostheorytooptimizethetranslationstrategy.DiQianyu&YiYongzhong(51),throughspecificcaseanalysis,foundthatthetranslationofconsumergoodscopyhadissuessuchasinaccurateterminologyandinsufficientinfectiousnessofpromotionalphrases,andputforwardthenecessityofstandardizingtranslationbasedontheskopostheory.2.3AStudyofMarketingCopyTranslationfromthePerspectiveofSkoposTheoryVermeer(189)deepenedthe“purposeprinciple”ofthepurposetheory,emphasizingthatthetranslatorhadtherighttoadapttheoriginaltextcreativelyaccordingtothepurposeoftranslation(e.g.,thepromotionalfunctionoftheadvertisement,theinformationtransmissionfunctionoftheacademictext),whichprovidedatheoreticalbasisforbreakingthroughtheconstraintsoflinguisticformsandrealizingthecommunicationeffectinadvertisingtranslation.function,whichwasinlinewiththeconceptofskopostheoryemphasizingthepurposeoftranslationandprovidedtheoreticalsupportforthestudyofmarketingcopytranslation.Goddard(86)analyzedthefeaturesofadvertisinglanguage,suchasmetaphors,repetition,emotionalexpressionandsoon,fromtheperspectiveoflinguistics,andexploreditstranslationstrategywithcross-culturalcases.Hearguedthatadvertisementtranslationwasnotonlylanguageconversion,butalsotheprocessofCulturalPersuasion,whichneededtoenhancepersuasionbyadjustingthelanguagestyleandadaptingtotheculturalvaluesofthetargetmarket.Munday(199)reflectedonthelimitationsoftraditionaltranslationtheoriesinthefieldofadvertising,andpointedoutthatthedynamicsandcommercialorientationofadvertisementtranslationputhigherdemandsonthetheoryofpurpose.putforwardhigherrequirementsforskopostheory.HeproposedtheconceptofDynamicFunctionalEquivalencebyanalyzingthelocalizationcasesofmultinationalbrandadvertisementslogans(e.g.,brandnametransliteration,sloganrewriting).Atthesametime,hediscussedthenewchallengesofadvertisementtranslationinthedigitalera(e.g.thecharacteristicsofsocialmediacommunication),andcalledforthecombinationofskopostheoryandcommunicationtheorytoexpandthedimensionofadvertisementtranslationresearch.YanChunjing&ChenShiqin(62)usedthetheoryofskopostheorytoguidetheEnglishtranslationofmarketingtextsinthelightoftranslationpractice,arguingthatthelanguagestyleshouldbeadjustedaccordingtothetargetaudienceandmarketingpurpose,andtheresultsofthestudyshowedthatthetheoryofskopostheorycouldeffectivelyimprovethemarketingeffectofthetranslatedtext.YanChunjing&ChenShiqin(62)tookGuangxispecialtiespromotiontextasanexampleandpointedoutthatthetranslationofmarketingtextsfromtheperspectiveofskopostheoryshouldhighlighttheproductcharacteristicsandconformtotheculturalhabitsofthetargetmarket,andtheresultsofthestudyshowedthattheuseofcompilationandrewritingstrategiescouldenhancetheattractivenessofthetranslatedtext.ChenWenjia&BaoWen(154)proposedthatmarketingcopytranslationshouldservethemarketingpurposeoftheenterprise,andthatstrategiessuchasincreasingtheculturalbackgroundandadjustingthesentencestructurecouldbeadoptedtoenhancethepublicityeffectinthelightoftheskopostheory.Takingteamarketingtextsasanexample,ZhangXiaona(251)arguedthatundertheguidanceoftheskopostheory,itwasnecessarytopayattentiontothetransmissionofproductfunctionsandculturalconnotations,andtheresultsofthestudyshowedthattheflexibleuseoftranslationstrategiescouldpromotecross-culturalmarketing.XuZiqi&DaiQing'e(171)pointedoutthatthetranslationofChinesecharacteristicwordsinmarketingtextsshouldbecombinedwiththeskopostheorytoaccuratelyconveyculturalinformationandavoidmisunderstanding.HuangWeicheng(69)studiedtheguidingroleofskopostheoryonthetranslationofbusinessmarketingcopy,andconcludedthatappropriatetranslationstrategiesshouldbechosenaccordingtothemarketingpurposetoensurethatthetranslationachievedtheexpectedeffect.ChenYuan(79),throughcasecomparisons,illustratedthatdifferenttranslationpurposesundertheinfluenceofskopostheorycouldleadtovarioustranslationstrategies,andmarketingcopytranslationshouldaimatattractingconsumerstochoosethebesttranslation.LingzhenDai(1980)pointedoutthatthetranslationofcommercialadvertisements(includingmarketingcopy)shouldbeguidedbytheskopostheory,focusingontheinfectiousnessofthelanguageandculturaladaptability,andtheresultsofthestudyshowedthattheuseofstrategiessuchascreationandimitationcouldimprovetheeffectofadvertisements.JiangRong(83)systematicallyanalyzedtheapplicationofthetheoryofpurposeinthetranslationofcommercialadvertisements,believedthatthetranslationstrategyshouldbeadjustedaccordingtothepurposeoftheadvertisement,andtheresultsofthestudyshowedthatthetheoryofskopostheorycouldeffectivelysolvetheculturalconflictandenhancethepersuasiveeffectofadvertisements.IIITheoreticalFramework3.1TheConnotationandDevelopmentofSkoposTheorySkoposTheoryisoneofthemostimportanttheoriesinGermanfunctionalisttranslationtheory.Thetheoryholdsthattranslationactivitiesshouldbepurpose-orientedandthattheultimatepurposeoftranslationdeterminestranslationstrategiesandmethods.Thepurposeheremainlyreferstothecommunicativepurposethatthetranslatedtextisintendedtoachieveinthetargetlanguagecontext,anditemphasizesthattranslationactivitiesshouldchooseappropriatetranslationmethodsandstrategiesaccordingtotheexpectedfunctionofthetranslatedtext,insteadoffocusingonlyontheformalcorrespondencebetweentheoriginaltextandthetranslatedtext.TheconceptofskopostheorydatesbacktotheancientGreekperiod,anditsetymologycomesfromtheGreekwords“telos”(purpose)and“logos”(reason,law),whichnaturallyimpliesadualsearchforthepurposeofthingsandtheirintrinsiclaws.Earlyon,Anaxagorasusedthemindasthemotiveforceofthings,andSocratesfocusedskopostheoryonthehumanworld,emphasizingvirtueorgoodnessasthesupremeidea,andarguingthatallthingsarecarefullyarrangedbythegodsaccordingtopurpose.Platobuiltonthisfoundationbyproposingananthropomorphicskopostheoryoftheuniverse,assertingthattheuniverseisaproductoftheCreator'scarefulmaking.The“fourcausestheory”constructedbyAristotle,ontheotherhand,regardedpurposivecausesasthecoreelementsinherentinthingsandemphasizedthatpurposeitselfisfunctional.Duringthemedievalperiod,purposetheoryandtheologyweredeeplyintegrated,andGod-centeredtheologicalskopostheorybecamemainstream.TheologiansregardedGodasthehighestultimatecause,andtheistictransformationandsystematicinterpretationofAristotle'sskopostheoryofpurposewascarriedout.However,withtheriseofmodernscience,skopostheorygraduallyfellintosilenceandwascriticizedbecauseofitsconflictwiththeconceptsofphysicaldisciplinesanditscloseconnectionwiththeology.Itwasnotuntilthebeginningofthe20thcenturythatthedevelopmentofbiologyinjectednewvitalityintoskopostheory.ContemporaryskopostheoryintegratesAristotle'sideaofproceduralpurposewiththeresultsofmodernbiology,anddefinespurposeastheproceduralstatethatthingspursueandwilleventuallyrealize.Inthefieldoftranslation,HansVermeer,aGermantranslationtheorist,putforwardtheskopostheoryinthe1970s,which,asthecoreofthefunctionalisttranslationtheory,completelysubvertedthetraditionaltranslationframeworkcenteredontheoriginaltext.Thetheoryadvocatesthat“purposedeterminestranslation”andshiftsthefocusofattentiontotheintendedfunctionofthetranslatedtextandtheneedsofthetargetaudience.Thistheoreticalinnovationprovidesabrandnewideaforthetranslationpracticeofdifferenttexttypes,andtranslatorscanflexiblyadjusttheirstrategiesaccordingtothepurposeoftranslationtorealizetheoptimizationoftranslationeffect.Skopostheory,asthecoreofFunctionalisttranslationtheory,hasconstructedaveryinnovativetheoreticalparadigmfortranslationresearchandpractice,whichtakes“theenddeterminesthemeans”asthecorelogic,andadvocatesthatthetranslationbehaviorneedstobecarriedoutaroundaspecificgoal,andrequiresthetranslatortosystematicallyconsidertheexpectedfunctionsofthetranslatedtext(suchasinformationtransmission,culturalcommunication,aestheticItrequirestranslatorstosystematicallyconsiderbeforetranslationtheintendedfunctionsofthetranslatedtext(suchasinformationtransmission,culturalcommunication,aestheticexperience,etc.),thelinguisticandculturalbackgroundandreadingneedsofthetargetaudience,aswellasthesocio-culturalcontextofthetranslationactivityandthepurposeofcommunication.Thistheoreticalframeworkgivesthetranslatormoreflexibilitytochoosestrategiesaccordingtodifferenttranslationpurposes,fromdirecttranslation,Italiantranslationtonaturalizationandalienation,fromaugmentationandsubtractiontorewritingandcompilation,themultiplechoicesoftranslationmethodsareallbasedonrealizingtheexpectedfunctionsofthetranslatedtext.Inmarketingtranslation,advertisingcopy,productbrochures,brandslogansandothertextshaveaclearpromotionalorientation,andthetranslatorneedstobreaktheconstraintsofthelanguageform,tostimulatethepurchasedesireofthetargetaudienceforthepurposeofreshapingtheoriginaltextwithinfectiousexpression.Forexample,intheprocessoftranslation,accordingtotheaestheticpreferencesandlanguagehabitsofthetargetmarket,creativerewritingofthetext,addingordeletingemotionalvocabulary,orevenre-conceptualizingthemodeofexpression,soastomakethetranslatedtextmoreinlinewiththepsychologicalexpectationsoflocalconsumers.Inactualtradescenarios,contracts,tenders,businesslettersandothertextspaymoreattentiontotheaccuracyandrigoroftheinformation,andtranslatorsneedtoensurethesmoothprogressofthetransaction,avoidlegalrisksasthegoal,anduserigorousdirecttranslation,terminologynotesandotherstrategiestoensurethatthekeyinformationisnotmisinterpretedoromitted.Inaddition,skopostheoryalsorequirestranslatorstogivefullconsiderationtothedifferencesinbusinessculturesofdifferentcountriesandregions,forexample,whendealingwithcontentinvolvingnegotiationetiquetteandbusinesscommunicationnorms,translatorsshouldlocalizethetranslationappropriately,sothatthetranslatedtextmeetsthehabitsoflocalbusinessculturesandenableseffectivecommunication,helpingenterprisestobuildupagoodbusinessimageontheinternationalmarketandachievethegoaloftradecooperation.Thedevelopmentofskopostheoryhasprofoundlyinfluencedtheinnovationoftranslationpractice,especiallyinthefieldofcross-culturalmarketingcommunication.Sincethe1970s,whenVermeerformallyestablishedthecoreprincipleof“PurposeDeterminesTranslation”,PurposeTheoryhascontinuedtoabsorbthenutrientsofmultidisciplinarytheoriesandgraduallyperfecteditsownframework.Theprincipleof“FunctionplusLoyalty”proposedbyNordprovidesamethodologyfortranslatorstobalancethefunctionofthetranslatedtextandtheintentionoftheoriginaltext,whichmakestheskopostheorymorevaluableasaguideinthetranslationofcommercialtexts.Asglobalizationdeepensandthecompetitionbetweencross-bordere-commerceandinternationalbrandsintensifies,thevalueoftheapplicationofskopostheoryinmarketingtexttranslationbecomesmoreandmoreprominent.ThedevelopmentofskopostheoryprovidesprecisestrategicguidancefortheEnglishtranslationofmarketingtextsofChinesewigproducts.Intheearlystage,skopostheoryemphasizedthatitwasorientedtotheneedsofconsumersinthetargetmarket,whichpromptedtranslatorstogetridoftheconstraintsofChinesetextstructureandreorganizethelanguagethatconformedtotheaestheticsandconsumptionhabitsoftheWest;inthelaterstageofthedevelopment,itwasintegratedintothetheoryofculture,whichfurtherguidedtranslatorstodigouttheorientalaestheticelementsbehindthewigproducts,andtorealizethecleverconversionoftheculturalimageryinthetranslatedtext.Forexample,inthefaceofthepursuitofpersonalizedhairstylesintheEuropeanandAmericanmarkets,thetranslatorcanflexiblyadjustthestyleofthetextaccordingtotheskopostheory,transformingthefocusofthepromotionoftraditionalChinesecraftsmanshipintothefashionabilityandpracticabilitythatistheconcernofEuropeanandAmericanconsumers,andhelpingtheChinesewigbrandtoenhanceitscompetitivenessintheinternationalmarket,whichisavividembodimentoftheskopostheory'scontinuousadaptationtothepracticalneedsintheprocessofdevelopment.3.2ThreePrinciplesofSkoposTheory3.2.1SkoposRuleAsthecoreofskopostheory,thecentralpointoftheprincipleofpurposeisthattheultimategoaloftranslationactivitiesdirectlydeterminesthechoiceoftranslationstrategiesandmethods.Thisprinciplebreaksthesingleevaluationstandardof“faithfulnesstotheoriginaltext”intraditionaltranslationtheory,placestranslationinadynamiccommunicativecontext,andemphasizesthattranslationisapurposefulcross-culturalcommunication.Inconcretepractice,translatorsneedtofirstclarifytheintendedfunctionandgoaloftranslation.Thedeterminationofthisgoalisofteninfluencedbymultiplefactors,includingtheneedsofthetranslator,thelinguisticandculturalbackgroundofthetargetaudience,andtheuseofthetext.Basedonthis,thetranslatorcanweighthestrategiesofdirecttranslation,paraphrasing,naturalization,dissimilation,addition,deletionandrewritingtoensurethatthetranslationactivitycanachieveitscorecommunicativeintent.Forexample,whenthetranslationaimstoconveyinformation,thetranslatorwillprioritizetheaccuracyofthecontent;whenthetranslationservestopromotepublicity,thetranslatorwillfocusontheinfectiousnessandadaptabilityofthelanguage.Thisprinciplerequiresthetranslatortobreakthroughtheconstraintsoflinguisticform,takefunctionalequivalenceastheguide,andmakethetranslatedtextproduceacommunicativeeffectthatmatchestheoriginaltextinthetargetcontextthroughflexiblestrategicchoices.Culturaldifferenceshaveasignificantimpactontranslationstrategies,forexample,theEuropeanandAmericanmarketsemphasizeindividualism,andmarketingtextsneedtohighlighthowproductsmeetindividualneeds.Westernadvertisementsoftenconveyproductvaluesthroughmetaphors(e.g.“Afriendinneedisafriendindeed”),andtheEnglishtranslationofwigscandrawonsuchtechniquesbytranslating“exquisitehandcraftforyouruniquestyle”as“exquisitehandcraftforyouruniquestyle”.“exquisitehandcraftforyouruniquestyle”,tostrengthenindividualuniqueness.InthecollectivistcultureoftheSoutheastAsianmarket,weneedtoemphasizehowtheproductcanbeintegratedintothegroupaesthetics,suchas“trendystylesforeveryoccasion”,highlightingthesocialadaptability.3.2.2CoherenceRuleAsanimportantpillarofskopostheory,thecoreoftheruleofcoherenceistoensurethatthetranslatedtextrealizesintralingualcoherenceinthetargetlanguagecontextandbecomesanorganicwholethatconformstothetargetaudience'scognitionandexpressionhabits.Therulebreaksthroughthelimitationoftraditionaltranslationtheorythatonlyfocusesonthecorrespondenceoflanguageforms,andplacestranslationinabroadsocialandculturalcontext,emphasizingthatthetranslatedtextnotonlyneedstobegrammaticallycorrect,butalsoneedstomatchtheknowledgesystemandculturalbackgroundofthetargetlanguagereadersinthetransmissionofmeaningandtheconstructionoflogic,andtohavegoodreadabilityandacceptability.Thisrequirestranslatorstotakeintofullconsiderationthegrammaticalnorms,vocabularymatchingandexpressionhabitsofthetargetlanguage,andflexiblyadjustsentencestructureandvocabularyselection;attheleveloflogicalrelationship,theyshouldsortouttheoriginaltextandpresentinter-sentenceandinter-paragraphrelationshipsinawaythatconformstothelogicofthinkingofthetargetlanguage;andatthelevelofculturalcontextadaptation,theyshouldcomprehensivelyutilizethestrategiesofparaphrase,transliterationandannotationfortheculturalcharacteristicsofexpressionssuchasidioms,allusionsandsoontocrosstheculturaldifferences.Intermsofculturalcontextadaptation,foridioms,allusionsandotherculturallydistinctiveexpressions,wecomprehensivelyusestrategiessuchasItaliantranslationandphonetictranslationwithannotationtocrossculturaldifferences,sothatthetranslatedtextcanbeorganicallyunifiedwiththetargetlanguagecontextinthedimensionsoflanguage,logicandculturetorealizeeffectivecommunicationandachievetheexpectedgoaloftranslationactivities.Differencesinwordorderresultinmore“phenomenon-conclusion”structuresinChinese(e.g.,“comfortabletowear,suitableforparties”)and“conclusion-phenomenon”structuresinEnglish(e.g.,“Perfectforparties,designedforall-daycomfort”).“Perfectforparties,designedforall-daycomfort");Chinesereliesoncontexttoconveycausality(e.g.,‘thematerialisofhighquality,soitisdurable’),whileEnglishneedstousethewordsChinesereliesoncontexttoconveycausality(e.g.“Durableduetohigh-qualitymaterials”),whileEnglishneedstouseconnectivessuchas“because”and“before”(e.g.“Durableduetohigh-qualitymaterials”);differentculturalperceptions.“Differentculturalperceptions,westernconsumersareusedtodatasupport,Chinesecopywritingneedstoaddtranslationdatatoenhancecredibility.3.2.3FidelityRuleTheprincipleoffidelityisanimportantcriterionformeasuringthequalityoftranslationsintheskopostheorysystem,whichemphasizesthatthetranslatorshouldconveythecoreinformationoftheoriginaltexttothemaximumextentpossibleandaccuratelyonthebasisofthepurposeofthetranslation,coveringmulti-dimensionalelementssuchasthecontentofthematerial,thefunctionofthetext,andthevalueoftheemotion,etc.,andatthesametimeavoidingthephenomenaofmisinterpretation,omissionoftranslations,andover-intentionaltranslations.Thestandardrequirestranslatorstoanalyzethesemanticconnotationandpragmaticfunctionoftheoriginaltextandbalancetheexpressionneedsofthetargetcontextintheprocessoflanguageconversion,soastoensurethatthetranslatedtexteffectivelyechoestheoriginaltextintermsofcompletenessofcontentandaccuracyofmeaning.Forkeyinformationsuchastechnicalterms,brandnames,culturalloadwords,etc.,translatorsshouldbemorerigorousintheirattitude,andthroughappropriatestrategiessuchasdirecttranslation,transliteration,andannotation,theyshouldensureterminologicalaccuracy,brandrecognition,andculturaltransmission,andatthesametime,fitinwiththeoverallgoalofthetranslationactivity,soastomakethetranslatedtextnotonlybefaithfultotheoriginaltext'score,butalsorealizetheexpectedfunctionsinthetargetcontext.Factorsaffectingthefidelitycriterionarethemistranslationofprofessionalterms,suchas“realhair”mistranslatedas“artificialhair”(人造发丝),whichleadstomisunderstandingofthematerial;thedeviationofemotionalwords,“regainconfidence”isaccuratebutlacksinfectiousness,whichcanbeoptimizedas“rediscoveryourglow”;theomissionofdata.Theemotionalworddeviation,“regainconfidence”directtranslation“regainconfidence”althoughaccurate,butlackofinfectiousforce,canbeoptimizedfor“rediscoveryourglow”;dataomission,“contains30%ofnaturalfibers”iswronglytranslatedas“artificialhair”,resultinginamisunderstandingofthematerial.Theomissionofdata,“contains30%naturalfibers”istranslatedas“containsnaturalfibers”,whichomitskeydataandaffectscredibility.IVTranslationMethodsforChineseWigProductMarketingCopyThispaperselectsrepresentativecasesofEnglishtranslationofChinesewigmarketingtexts.Thesecasescoverdifferentbrandsandstylesofwigproducts,aswellasvariousmarketingchannelsandtargetmarkets,reflectingthecurrentsituationofEnglishtranslationofwigmarketingtextsinChina,andproposingtranslationstrategiesandtranslationcasesaccordingly.4.1ChineseWigProductCopyTranslationMethodsGuidedbytheSkoposRuleUndertheguidanceoftheprincipleofpurpose,theItaliantranslationmethodandcreativetranslationmethodarecrucialtothetranslationofChinesewigproducttexts.TheItaliantranslationmethoddoesnotsticktowords,flexiblyconvertssemantics,andaccu