A Skopostheory-based Analysis of Advertising Translation of Electronic Products_英语论文

摘要

越来越多外国品牌意识到海外市场和海外消费人群的巨大价值及重要性。为抢占更大的市场份额，广告语在其中扮演着不可或缺的角色，它帮助推动产品销售、树立积极企业形象，并给潜在顾客留下良好的第一印象。正当现代科技，尤其是电子行业不断发展，对顾客友善的、简明扼要、凸显主题的广告语更为所需要，而且需要通过合适的翻译去满足不同消费者的需要。本文将采用Han J. Vermeer的翻译目的论作为理论基础，从跨文化角度出发，着眼于电子产品的广告翻译，尝试分析数个广告翻译案例，并从中讨论译文如何体现目的论中的三个原则。

关键词：目的论  广告翻译  电子产品

Abstract

More foreign brands have realized the huge value and importance of both overseas market and overseas consumers. In order to occupy larger market share, advertising slogan plays an indispensable role which helps boost the sales of products, establishes a positive company’s image, as well as leaves a favorable first impression to potential customers. As modern high-technology is advancing rapidly, especially for electronic industry, a customer-friendly slogan which shows simplicity and topic-prominence is needed and it should be translated appropriately to cater to different customer’s needs. This thesis using Hans J. Vermeer’s Skopos theory as a theoretical basis, focuses on the advertising translation of electronic products from a cross-cultural perspective, and tries to analyze several instances to discuss how they reflect the three principles of the Skopos theory.

Key words: Skopos theory  advertising translation  electronic products

Contents

Chapter One  Introduction 1

1.1  Background of the Study 1

1.2  Structure of This Thesis 2

1.3  Research Method of This Thesis 3

Chapter Two  Literature Review 4

2.1 Introduction 4

2.2 Previous Studies Related to Advertising Translation from the Perspective of 

Skopos Theory 4

2.3 Comment 9

Chapter Three  Theoretical Framework 10

3.1 The History of Skopos Theory 10

3.2 Definition of Skopos Theory 10

3.3 Three Principles of Skopos Theory 11

3.4 Enlightenment of Skopos Theory on Advertising Translation of Electronic Products 12

Chapter Four  Application of Skopos Theory to the Advertising Translation of Electronic Products 14

4.1 Introduction 14

4.2 Applicability of Skopos Theory and Suggested Strategies for Advertising 

Translation of Electronic Products 14

Chapter Five  Conclusion 23

Bibliography

Acknowledgements