Abstract and Key Words

Abstract: With the further development in depth of reform and opening-up, China has more and more contacts with the outside world, and consequently the cultural exchange between China and western countries is on the rise. The value of the soft news lies in its content that it concludes all kinds of aspects of western countries’ culture. Chinese readers have more access to authentic English news from newspapers, magazines and other kinds of reading materials in English-speaking countries. This study, based on the theoretical principle of Skopostheorie in Germany, deals with the soft news headline translation. Translators, after reading the headline and the news, put forward a new headline which should have the same functions as the source text, consequently providing an essence of the news, and stimulating target readers’ interest.

Key words: soft news headline ; Skopostheorie; translation tactics

摘要：随着改革开放的日益深化，中国与外部世界的接触也愈见频繁，大量的信息通过新闻媒体进行传播，软新闻的翻译是中国了解西方不可或缺的一部分，它的价值就在于它的内容往往涉及西方文化的方方面面，中国读者有更多的机会接触到英语国家报刊原汁原味的新闻内容，标题作为新闻的点睛之笔，在整个新闻英语翻译中有着不可忽视的作用。本文旨在以费米尔的目的论为理论指导，译者通读原新闻标题和内容后，重新创造一个和原文有同样功能的目的语的新闻标题,为目的语读者提供一个新闻的精髓，并充分调动目的语读者的阅读兴趣。

关键词：软新闻标题；目的论；翻译策略

1. Introduction
The globalization of media is nowadays a key area of interest and the role of translation within global news flow has received more and more attention. News headline translation falls into the field of press translation and it represents a common practice carried out by media in different countries. Press translation reaches a very large number of readers, certainly larger than that of translation for literature or theatre, and translated news headlines contribute to the shaping of reader's opinions, actively influencing the way they perceive the world around them.
This is particularly true of translated news headlines as forerunners to news reports. News headlines reach the audience considerably wider than the translated news story itself, which are strategically used by the editor by choosing emotive vocabulary, eye-catching layout and rhetorical devices to make an impact on the readership. Hence the importance of news headline translation can hardly be exaggerated.