翻译目的论视角下的广告翻译_英语论文

English-Chinese Advertising Translation from the Perspective of Skopos Theory

摘要

广告可以理解为广而告之，其主要目的是通过一定的媒介，向大众传达某一思想概念或进行产品宣传。随着全球化进程加快，人们对文化交流和跨国贸易的需求也越来越大，运用广告在异国宣传本国产品已经是一种常见的现象，广告翻译作为实用工具应运而生。广告是一种特殊文体，其翻译方法值得重视。本文以从功能派翻译理论发展而来的翻译目的论为基础，结合分析广告文体的自身特色，通过分析广告翻译实例，探讨和研究当前广告翻译的现状，探究较为有效的广告翻译方法，以使广告翻译能够契合接受国或消费国的受众，达到广告原本的目的。

关键词：翻译目的论；文化差异；英汉广告翻译；翻译策略

Abstract

Advertising by definition can be regarded as publicize something widely. The purposes of advertisements are to transmit ideas or promote products through mass media. With the accelerating process of globalization, the demand of cultural communication among countries and transnational trade is expanding. At the same time, advertising translation plays a quite important role in this process. Based on skopos theory which is developed from functionalism, this thesis aims to explore and research English-Chinese advertising translation. By analyzing the characteristics and basic components of an advertisement, this thesis studies some specific situations of English-Chinese advertising translation so to formulate the effective ways of advertising translation. It is sincerely hoped that ultimate translation will better comply with people in the recipient countries and attain original purposes of an advertisement.

Keywords: skopos theory; cultural differences; English-Chinese advertisements translation; translation strategies

Contents

1. Introduction 1

2. Literature Review 2

2.1 The theoretical basis of skopos theory 2

2.2 The development of skopos theory 3

2.3 The principles of skopos theory 3

3. Advertisement and Advertising Translation 4

3.1 The definition of advertisement 4

3.2 The essential components of advertisements 5

3.3 Rhetoric devices used in advertisements 6

3.4 Cultural diversity in English-Chinese advertisements 8

4. Advertising Translation Strategies Guided by Skopos Theory 9

4.1 The application of skopos theory in advertising translation 9

4.2 Creative translation 10

4.3 Supplementary translation or over translation 11

4.4 Communicative translation 11

5. Conclusion 12

Works Cited 13