目的论视角下的汉英广告翻译研究_英语论文

A study of C-E Advertisement Translation from the Perspective of Skopos Theory

摘要

随着经济全球化的快速发展，越来越多的国内企业的产品出口到国外市场。为了更好的提高产品产品销量以及开拓市场，需要大量的投放广告。将国内广告由汉语表达方式转化成英语表达方式，在这过程中翻译的工作显得非常重要。但是由于语言文化等各方面因素的影响，不能就直接地译出词句表面的意思，这样不仅达不到原广告的理想效果，甚至有可能造成顾客对广告所要传达的内容以及中心主旨有所误解。

本文以费米尔提出的目的论为理论基础，对中文广告英译进行了研究。首先在对本课题的研究意义、研究背景梳理的基础上，对目的论作一概述，包括目的论的概念、原则等。继而就广告的定义、特点和功能作一阐述， 最后文章分析了目的论对广告翻译的指导作用，并在此基础上提出具体的翻译策略和方法。

关键词：目的论;汉英广告翻译；翻译策略

Abstract

Along with global economical development, more and more products produced in China to be exported overseas. If the producers want their products to attract more foreign customers and expand the sale markets, they must lay more emphasis on the products advertisement. In this case, a proper C-E advertisement translation is necessary. However, because of the difference of Chinese and English language, if only being faithful and equivalent to the source language text, it may be impossible to reach this goal, even cause confusion to the consumers about what it really want to express.

Introducing the skopos theory as theoretical basis, this paper studies how to translate Chinese advertisements into English successfully. Firstly, based on the research significance and the research background of this project, this paper gives a brief introduction to the skopos theory, including the concept, the development and rules, etc. Then it particularly introduces the advertisement’s definition, features and functions. At last but not least, this paper analyzes the guiding function of skopos threory in advertising translation. And on this basis，it puts forward the concrete translation strategies and methods.

Key words:skopos theory ; C-E advertisement translation; translation strategies 

Contents

Acknowledgements .i

Abstract & key words in English.ii

Abstract & key words in Chinese. iii

Introduction1

1.Literature review2

  1.1 Studies abroad2

  1.2 Sudies at home3

2.Introduction to the skopos theory4

  2.1 Background and development of the skopos theory.4

  2.2 Translation rules of the skopos theory5

    2.2.1 Skopos rule5

    2.2.2 Coherence rule6

    2.2.3 Fidelity rule.6

3.Introduction to advertisement7

  3.1 Definition of advertisement7

  3.2 Features of advertisement.7

  3.3 Functions of advertisement9

4. Skopostheoretic study of C-E advertisement translation.10

  4.1 Enlightenment of skopos theory to advertisement translation.10

4.1.1 Consideration of the target language style11

4.1.2 Respect for the target language culture.12

  4.2 Strategies of C-E advertisement translation 13         

4.2.1 Literal translation13

4.2.2 Transliteration14

    4.2.3 Free translation16

4.2.4 Addition and abridgement.16

4.2. 5Imitation17

Conclusion19

References22