Abstract

Advertisement is an act with a strong purpose to persuade the customers to accept the products or the services. The purpose is fulfilled through the advertising language understood by the customers. In order to make the advertisement understood by people in different districts of the world with different languages, the advertisement needs to be translated into the language which can be accepted by the customer, so the meaning transfer of the advertisement has to be mentioned. On the one hand, when doing the advertising translation, the cross-culture communication has to be taken into consideration. The same sentence can have the totally different meaning under the different cultural background, thus the advertising translator needs to pay special attention to the cultural element. The advertising language comes from the culture, and the culture should be the fundament of understanding the advertising. On the other hand, as the advertising is a very purposeful action, the Skopos theory is a suitable rule to guide the advertising translation and should also be mentioned in the translation process. The Skopos theory was put forward by Vermeer in 1970s. It is different from the equivalence-based theories and considers the translation as an action and every action has a purpose, so the translating strategy should be determined by the purpose of translation, the Skopos rule should be the first rule to be obtained in the action of translation and the source text should not be the determinative factor for the translation.
  The thesis is designed to study the advertising translation from the aspect of cross-cultural communication and the Skopos theory. By analyzing several advertising translation examples, the thesis is aimed to get a conclusion of some proper translation strategies under the guiding of the Skopos theory from the perspective of cross-cultural communication theory and propose the Skopos theory be the quite natural guiding rule of the advertising translation from the perspective of cross-cultural theory.

Keywords: Cross-cultural Communication  The Skopos Theory  Advertising Translation

摘  要

广告是一种带有劝说消费者接受某种产品或服务的具有强烈目的的行为。这种目的的达到是建立在消费者对广告理解的前提下的。为了使广告能被不同地区不同语言的消费者所理解，广告需要被翻译成当地消费者所能接受的语言，因此广告语言的转换应当需要被重视。一方面，在进行广告翻译的时候，跨文化交际的因素需要被考虑到，同样的句子在不同的文化背景下可能会产生完全不同的意思，所以广告翻译者要特别注意文化的因素。广告语言是文化的产物，文化应该成为理解广告的基础。另一方面，广告作为一种目的性很强的行为，目的论作为一种适合指导广告翻译的原则也应当被重视。目的论由弗米尔在19世纪70年代提出，它不同于传统的翻译等值理论，它认为翻译是一种行为，任何行为都有目的，所以翻译的策略应当由翻译的目的所决定，目的原则应当是在翻译中被遵循的首要原则，提供信息的源文本不应该作为翻译的决定因素。
本文从目的论与跨文化交际两方面来对广告翻译进行研究，通过对一些广告翻译实例的研究分析，探讨目的论视角下适合跨文化广告翻译策略，并得出结论：目的论比较适合指导广告翻译。

关键词：跨文化交流 目的论 广告翻译