从目的论看英语商业广告的翻译_英语论文

On Translation of English Commercial Advertisements from the Perspective of Skopos theory  

摘要

近年来，中国的经济迅速发展，越来越多地参与到世界贸易活动，而中国市场这块大蛋糕也逐渐进入西方企业的攻坚队列。在此背景下，商业广告作为一种商业价值很高的实用文体，成为进口商品能否被本地消费者所接受的一块敲门砖。广告翻译同语言文化功能结合得越来越紧密，也越来越得到各大品牌的重视，而它作为翻译实践活动的一个分支，自然有其自身可以遵循的翻译规律与准则。而翻译的目的功能理论作为世界上最有影响力的翻译理论之一，对广告翻译的指导作用不容小视。本文首先指出商业广告的特点以及其重要意义，然后例举出一些英文商业广告翻译的案例并分析其中出现的翻译问题，从正反两面说明功能翻译理论在广告翻译中的重要意义。接着结合案例给出在广告翻译实践中的策略和要点，最后再系统性地给出翻译广告的方法论。

关键词：广告翻译；目的论；翻译策略

Abstract

With the high-speed development of China’s economy, the amount of China’s international trade activities are continuing to increase. Under the above background, as a commercial and purposeful propaganda style of high value, commercial advertising decides if the importing goods can be accepted by local consumers. Advertising translation and its cultural function are combining more and more closely. Because of this, nowadays many major brands are paying attention to the translation of ads. Since it is a branch of translation, it also need to follow translation rules and guidelines. As we all know, the Skopos translation theory is one of the world's most influential translating theory, its guiding role should not be overlooked in advertising translation. This article firstly tell what English advertisement is and the importance of its translation. Then, it analyzes some problems that appeared in translation through many classic examples. At last, the article provides solutions to the problems and draws a conclusion.

Key words: Advertising translation; Skopos theory; Translating strategies

Contents

Acknowledgements                . .           . i

Abstract & Key words in English                      . ii

Abstract & Key words in Chinese      .                 iii

Introduction    .                            . .1

1. English Commercial Advertisements and Translation    .      .  .1

1.1 Definition of Commercial Advertisements       .       .1

1.2 Aims of Translation of Ads           .           .2

2. Problems in English Commercial Ads Translation           .   . . 3

2.1Pragmalinguistic Failure            .    . 4 

    2.2Sociolpragmatic Failure   .                    6

2.3Misnomer                             8

2.4Variation Association Caused by Translation              . 8

3.Solutions to above Problems           .             .8

3.1Skopostheorie                            . 9

3.2Strategies Provided by Skopostheorie                .11

    3.2.1Literal Translation and Free Translation            11

    3.2.2 Domestication and Foreignization               .13

    3.2.3Omission                          14

Conclusion                                17

References                                18