目的论视角下汽车广告语的英译策略研究_英语论文

Study on Translation Strategies of Auto Advertisements from the Perspective of Skopos Theory

摘要

好的汽车广告语，有利于汽车厂商树立良好的品牌形象，提高品牌知名度，是其进入国际市场的重要一步。然而由于汽车广告语翻译目的的特殊性，传统的翻译标准已不可能完全适用，汽车广告语的翻译缺乏统一的翻译原则指导，译文错漏百出，严重影响了品牌的形象和企业的利益。功能目的论从新的视角界定翻译，打破了传统等值论的束缚，将原文的预期目的置于首位，同时强调译者、文本和受众在翻译过程中的作用，对汽车广告语的翻译具有积极的指导意义。

本文从目的论视角探讨汽车广告的翻译，找到切实可行的翻译策略，从而提高汽车广告的翻译质量，对汽车品牌的形成，进军国际市场有着深远的意义。

关键词: 目的论；汽车广告；翻译策略

Abstract

Good auto advertisements can help auto manufacturers establish a good image and increase the reputation of the brand, which is an important step to enter the international markets. However, owing to the special translation purpose of auto advertisement, the traditional translation criteria can not be applied on all occasions, and there are no widely accepted principles used to guide the translation of auto advertisements, which result in various mistakes seriously affecting the image of the brand and interests of enterprises. Skopos Theory defines the translation from a new perspective, breaking the shackles of the traditional equivalence theory. Setting the original purpose in the first place, Skopos Theory puts an emphasis on mutual function of the translator, text and receptor in the translation process, which is of positive significance in guiding the translation of auto advertisements. 

The purpose of this thesis is to explore the translation of auto advertisements from the perspective of Skopos Theory so as to find appropriate translation strategies to guide and improve the quality of the translation of auto advertisements, which is of far-reaching significance to form a good image of auto brands and enlarge the overseas markets.

Keywords:  Skopos theory  auto advertisement  translation strategies