Translation strategies applied to promote commercial culture abroad: Xiaomi's story as an example

• Main Author: Wang, Mingyue
• Other Authors: Arista Kuo
• Format: Thesis-Master by Coursework
• Language: English
• Published: Nanyang Technological University 2023
• Subjects: Humanities::Language::English
• Online Access: https://hdl.handle.net/10356/168403
• Institution: Nanyang Technological University

The essay explores the significance of translation in promoting commercial culture internationally, and it takes Xiaomi as an example to illustrate this point. The essay highlights that effective translation of a company's strategies plays a vital role in creating a robust brand image and expanding its presence in global markets. To support its argument, the essay draws on the Functional Equivalence Theory and discusses the foreignization and domestication strategies through a detailed analysis of Xiaomi's translation. The essay also emphasizes the importance of the principle of faithfulness and reception in the translation of external publicity texts, especially those related to commercial activities. By adhering to these principles, the essay demonstrates how to successfully translate unique corporate culture and values into foreign languages, thus establishing a strong brand presence in overseas markets. Overall, the essay concludes that a successful translation strategy and principle can help companies overcome linguistic and cultural barriers. By properly translating their message and values, companies can connect with new markets and establish themselves as a reliable and recognizable brand. This way, companies can successfully expand their business, create new opportunities, and increase their revenue. Ultimately, the essay highlights the crucial role of translation in promoting commercial culture abroad and stresses the importance of investing in quality translation services to achieve these goals.