Abstract

With the rapid development of global economic, selling products in China has been unable to meet the needs of the market, more companies choose to propagandize to foreign. When translating, because of cultural differences between countries as well as the difference between the degree of reader acceptance and the language itself, there is often existing difference between the original and the target. The translator will choose different ways to achieve the intended purpose and translation functions of translation through their own understanding. In this paper, the core function of translation theory -Skopos theory will be as the basis, dietary advertising translation as the example. It confirms the importance of Skopos in advertising translation through analysis the three rules of Skopos theory.

Keywords: Skopos theory; dietary advertising translation; translation strategies; three rules

摘要

随着经济全球化的快速发展，在国内推销产品已经满足不了市场的需求，更多的企业选择向国外宣传，但是在翻译广告时，由于各国的文化差异以及读者接受程度和语言本身的区别，译文和原文往往存在差异，译者会通过自己对原文的理解选择不同的翻译方式来实现译文的预期目的和功能。本文以功能翻译的核心理论—目的论为依据，以食饮食广告翻译为例，分析目的论三大原则在广告翻译中的应用，证实了目的论在广告翻译中的重要性。

关键词：目的论，饮食广告翻译，翻译策略，三大原则