Success of food products trying to reach new foreign markets depends on how these items are presented in the target culture. There are different factors to be taken into account and translation is without any doubt among the most important ones. As it was proved in Fox (1995) "competent translation ensures the successful entry of a company's goods into a foreign market; incompetent translation spells disaster". This paper analyzes the translations of the labeling in new Chinese foodstuffs Barcelona market. Our aim is to describe the translation method as well as explaining the framework of circumstances and purposes for the product underlying the use of a particular method. We depart from the hypothesis that the translation methods applied are based on two fundamental axes: one is the linguistic policy of the target country (Catalonia in this case) and the other is the target customer.
|Translated title of the contribution||Translation and Marketing Policies: How Chinese Food Products are Selling in Barcelona|
|Original language||Chinese (Simplified)|
|Number of pages||18|
|Publication status||Published - 1 Jan 2017|