从目的论看广告翻译_英语论文

A Study on Advertisement from the Perspective of Skopos theory

摘要

广告在传播商业信息中发挥着极大的作用。广告的翻译同样需要能激发起顾客的兴趣并且使他们购买产品。要实现这个目的，广告翻译必须要与目标语的风格相一致，尊重目标语的文化并且重视读者的反应，只有这样广告翻译才能给顾客传递恰当的信息。但是如果我们在广告翻译中严格遵循“忠实”原则，许多广告将会失去部分商业价值。研究广告翻译必然要研究广告语本身的特点。为了更好地理解广告语翻译，本文对广告语的特点，以及中英广告语各自的特点做了分析。

目的论是Hans J. Veemeer在八十年代提出的翻译术语，认为翻译应该从原文中心论的束缚中摆脱出来，提出翻译是以原文为基础的有目的和有结果的行为，并且需要遵守目的法则、语内连贯法则和语际连贯法则。目的论为广告翻译提供了一个新的视角，赋予了广告翻译员更大的空间。

本文在目的论的指导下，对广告翻译的策略和方法进行了进一步的研究。本文发现，在目的论的指导下，译者可以对翻译策略有更加大胆的选择，并且通过对翻译策略的对比，使得译者更加理解广告翻译的本质，达到更好的宣传效果。

关键词：广告翻译；目的论；翻译策略

Abstract

Advertisement conveys business information, arouse customers’ interest and persuade them to buy products. Therefore, the translation of advertisements shall play the same roles, the fulfillment of which requires the translation to conform to the styles of target languages, respect the target culture and put a premium on readers’ responses. Only in this way can advertisements carry proper information to customers. However, the principle of faithfulness in translation, if pursued too rigidly, often means the sacrifice of commercial value. To better understand the features of advertisement translation, the paper discusses the characteristics of advertisement language in general and the features of Chinese and English advertisements in particular. 

The skopos theory was raised by Hans J. Veemeer in 1980s. According to the theory, the translation should not be a subordinate action to the original texts but a purposeful and result-oriented action based on the original texts with compliance with  the rules of Skopos, coherence and fidelity. The skopos theory provides a new perspective for advertisement translation and a bigger room for translators. 

The paper, therefore, is a study on the translation strategy and methods of advertisement under the guidance of Skopos Theory. The application of skopos theory leads to a finding that the translator can be bolder in his choice of translation strategies, the comparison of which can lead to a better understanding of the nature of advertisement translation and better reception on consumers’ side.

Key words: advertisement translation; skopos theory; translation strategy

Contents

1 Introduction 1

1.1 Background of the research 1

1.2 The purpose of the research 1

1.2 The structure of the paper 2

2 The features of Advertisement in General and in Particular 2

2.1 Lexis in advertisement 3

2.2 Syntax in advertisement 4

2.2.1 The preference to simple sentences 4

2.2.2Use of the imperative sentence 4

2.2.3 The preference to simple sentences 3

2.3 Rhetorical in advertisement 5

2.3.1 Rhetorical devices 5

2.3.2 Pun 5

2.3.3 Analogy 6

3 Skopos Theory 6

3.1 The Definition of Skopos Theory 6

3.2 Three Principles of skopos theory 6

3.2.1 Skopos rule 6

3.2.2 Coherence rule 7

3.2.3Fidelity rule 7

3.3 Adequacy and Equivalence 8

4 Advertisemnt Translation from the Perspective of Skopos Theory 9

4.1 Different Strategies for Advertisement Translation 9

4.2 The Effect of Application of Skopos Theory in Advertisement Translation 11

5 Conclusion 12

References 14