C-E Translation of Public Service Advertisement from the Perspective of Skopos Theory

Abstract

With the development of economic globalization, the communication between China and the West has become increasingly frequent. More and more foreigners come to China to visit, study, invest in business, and some even settle in China. At the same time, the public welfare undertakings in China is in a stage of vigorous development. Public service advertisement occurs everywhere. It is often translated in English or written in bilingual form in order to make foreigners understood. However, the translation often mistranslated or translated impolitely. Therefore, in order to enhance China’s international image and win respect from the world, the translation of public service advertisement becomes important. This thesis intends to analyze the Chinese-English translation techniques of public service advertisement from the perspective of skopos theory by cases illustrated. It will explore how the translation of public service advertisement satisfies the general standard for translation "faithfulness, expressiveness, elegance", while at the same time, can help readers understand their connotations more easily and thoroughly, and better achieve the effectiveness of public service advertisements.

This thesis is divided into four parts. The first part introduces the definition of advertisement, and analyzes the purposes and functions of public service advertisement; the second part introduces the theoretical foundation proposed by K. Reiss and Vermeer; the third part is the analysis of the applicability of skopos theory in public service advertisement translation; the fourth part explores the translation techniques of public service advertisement under the guidance of skopos theory. 

Key words: skopos theory; public service advertisement; C-E translation; techniques