翻译目的论视域下的广告语翻译策略研究
关键词 目的论 广告 广告语翻译策略
毕业论文外文摘要
Title Translation Strategies on Advertisement Translation from the Perspective of Skopos Theory
Abstract
With the rapid development of world economy, advertisement has become an important part of daily life. At the same time, advertisement translation has been closely paid attention to, and as an important branch of translation practice, advertisement translation also needs to obey certain rules and principles. Through introducing the Skopos Theory and analyzing the problems in translation of English advertising, this paper discusses about the application of Skopos Theory in advertisement translation as well as introduces several translation strategies and methods. Under the guidance of Skopos Theory, the primary rule of all translation should follow is the Skopos rule. Translators can make advantage of their target language, respect every area of traditional culture, and cater to the target consumer s’ demand, so as to realize the function of advertisement, expand product promotion and economic benefits.
Key words Skopos Theory advertisement advertisement translation strategies
Table of Contents
1 Introduction 1
1.1 Research Background.1
1.2 Significance1
2 Literature Review2
3 Skopos Theory.5
3.1 Introduction of Skopos Theory5
3.2 Factors of Skopos Theory6
4 Advertisement Translation.7
4.1 Introduction of Advertisement7
4.2 Characteristics of Advertisement Translation.8
5 Translation Strategies from the Perspective of Skopos Theory10
5.1 Attracting Consumers with Feeling and Satisfying Customer’s Demands10
5.2 Identifying Differences and Sticking to the Target Language11
5.3 Paying Attention to the Differences between Chinese and English.13
Conclusion.16
Acknowledgments17
Bibliography.18
1. Introduction
1.1 Research Background
Advertisement translation, as a cross-cultural communication, needs to deal with the differences of regional culture, consumer psychology and aesthetic value. It is not a mechanical translation which translates one language into another word by word. Advertisement translation embraces a wide range of knowledge, such as social linguistics, economics, marketing and consumer psychology. Practice has proven that a successful advertisement translation helps to bring huge economic benefits and affect the enterprise and national image directly. On the contrary, unsuccessful one can make huge economic losses to the enterprise and the state. The form of advertisement is a practical literary form with high commercial value. Its ultimate purpose is to promote the goods or services accepted by consumers. If an advertisement cannot reach the purpose of persuading and inducing consumers to purchase goods, the advertisement is a failure. Likewise, in advertisement translation, if the translation cannot achieve the objective and effect, this translation would be unsuccessful. Therefore, during the translation and the study of basic strategy of advertisement translation, we must consider the specific purpose of advertisement translation theory organically. This paper starts from elaborating the essence of Skopos Theory, analyzes the purpose and principle of advertisement translation, and finds out some techniques and methods of advertising translation.
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