摘要 

本论文以目的论为指导，从公众对于环保类公益广告译文的需要和期待出发，以大量英汉互译环保类公益广告为研究案例，分析环保类公益广告译文的影响因素和其国内外的研究现状，并以某些翻译实践为基础，针对不同的环保类公益广告文本，提出翻译策略和方法建议，从而达到提高环保类公益广告翻译本地化质量的目标。第一，环保类公益广告本地化应将公众放置在重要位置，根据当地公众的群体特征，结合目的论的指导原则，全面考虑公众的需求。第二，环保类公益广告译文应该遵从目的语言的特点，充分挖掘译文语言的优势，实现译文质量的最优化，使读者能有更大的心灵触动。必要时可对原文进行删减，保留原文的核心内容，使得译文的质量最大化提高。第三，环保类公益广告在翻译时要特别注意词汇的选择，在具体的社会环境下结合目的论实现翻译最优化。第四，在翻译过程中，词类和句式转化出现频率较高，需要译者采取灵活手段进行处理。

关键词：环保类公益广告本地化；翻译策略；目的论

Contents

Chapter 1 Introduction 1

1.1 Research Background 1

1.2 Research Significance 1

1.3 Structure of the Thesis 2

Chapter 2 Literature Review 3

2.1 Overview of Pro-Environmental PSA 3

2.2 Cultural Differences between Chinese PSA and American PSA 3

2.2.1 Differences in Language and Way of Thinking 4

2.2.2 Functional Differences in Cultural Values: Individualism vs. Collectivism 4

2.3 Related Studies at Home and Abroad 5

2.3.1 Foreign Studies on the Translation of Pro-Environmental PSA 5

2.3.2 Domestic Studies on the Translation of Pro-Environmental PSA 6

Chapter 3 Theoretical Framework 7

3.1 Definition of Skopos Theory 7

3.2 Three Rules of Skopos Theory 7

3.2.1 Skopos Rule 8

3.2.2 Coherence Rule 8

3.2.3 Fidelity Rule 8

Chapter 4The Translation of Pro-Environmental PSA Based on Skopos Theory 9

4.1 The Guidance of Skopos Theory on the Translation of Pro-Environmental PSA 9

4.1.1 Principles of the Translation of Pro-Environmental PSA Under the Guidance of Skopos Theory 9

4.1.2 Characteristics of the Translation of Pro-Environmental PSA under the Guidance of Skopos Theory 11

4.2 Strategies and Methods of the Translation of Pro-Environmental PSA Based on Skopos Theory 12

4.2.1 Concerning Readers of the Translation 12

4.2.2 Following the Characteristics of the Target Language 12

4.2.3 Respecting the Culture of the Target Language 13

4.2.4 Considering the Choice of Words 13

4.2.5 Noticing the Transformation of Word and Sentence Types 13

Chapter 5 Conclusion 15

5.1 Major Findings 15

5.2 Limitations of the Research 15

5.3 Suggestions for Further Study 16

References 17

Acknowledgments 19