翻译目的论视域下的广告语翻译策略研究(2)
1.2 Significance of the Study
With the economic globalization and booming development of our society, the position of advertisements has reached its highest point in history. The quality of advertisement translation has a direct impact on the image of the commodities in customers’ minds. The study of advertisement translation is of great value and practical significance. Thus, proper translation strategies have to be chosen to deal with cultural differences when translating advertisements from one culture into another. Choosing what kind of translation strategies to adapt is now worth researching into. But the research on translation theories in China falls behind at least 20 years compared to that of the western countries. We should know that the research literatures of the Skopos Theory are quite few, and most of them only introduce Skopos Theory briefly in the relevant background knowledge. In the recent years, many domestic translation theorists do several researches in the Skopos Theory, try to apply the theory into study in order to find out some skills or strategies suit for advertisement translation, but is not enough. By analyzing the essences and characteristics of advertisement translation and its relationship with the Skopos Theory, this paper would study out some strategies in advertisement translation under the Skopos Theory.
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