目的论在商务广告翻译中的应用——以电子产品为例
Application of Skopos Theory in Commercial Advertising Translation --- Illustrated by the Case of Electronic Products
摘要
本文研究的领域为目的论视角下的商务电子产品广告的文本翻译。本文旨在通过对目的论的分析，试图将其应用于商务电子产品文本广告的翻译中，分析影响商务电子产品文本翻译的若干因素。在当今的英语商务电子产品广告汉译时，存在译员受传统翻译论影响，使得翻译文本过时且没有吸引力的问题。广告翻译目的在于吸引读者购买所翻译的电子产品，英汉间的巨大语言文化差异，使得对等翻译理论无法适应广告翻译的客观要求。因此，本文将英语广告翻译置于目的论下，探讨英语广告翻译应以目的论三原则为翻译原则，提出以读者为中心的翻译策略来提高其翻译质量。
关键词：目的论，商务广告，电子产品，广告翻译，翻译方法
Abstract
The present thesis attempts to research into English-to-Chinese commercial electronic products advertising translation from perspective of Skopos Theory. The purpose of the study is through careful study and analysis of Skopos Theory and its principles, the author intends to apply the theory to analyze various factors that may influence business electronic product advertising translation. Nowadays, influenced by the traditional translation theory, many translators neglect the purpose and functions of advertising translation when translating commercial electronic products advertising from English to Chinese. As a result, the translated texts are out of date and unattractive. The purpose of advertising translation is to persuade target readers to buy the electronic products, but the huge language cultural difference between English and Chinese makes the equivalence translation theory unable to fulfill objective requirement of the advertising translation. Therefore, the present thesis is to explore English advertising translation from perspective of Skopos Theory, taking three principles of Skopos Theory, namely, fidelity rule, coherence rule, and loyalty rule, as translation principles, putting forward reader-centered translation strategies, so as to enhance the quality of business advertising translation.
Key words: Skopos Theory, business advertisement, electronic product, advertising translation, translation method