目的论在广告翻译中的应用(英文)

Abstract: This thesis aims to discuss appropriate strategies for advertisement translation under the guidance of Skopos theory. The author first introduces the development process of Skopos theory and its main viewpoints. According to Skopos theory, translation is defined as a cross-cultural action of communication designed to achieve a purpose, and the expected purpose of translation determines the translating process. Then the author analyzes features and functions of the advertisement text and expounds factors that influence advertisement translation with considerable examples. At last this thesis puts emphasis on discussing guiding significance to advertisement translation made by Skopos theory and translating strategies under this theory. This thesis concludes that advertisement translation is supposed to be target reader-oriented, and conform to linguistic and cultural features of the target language, so as to achieve the expected purpose of advertisement.

Key words: Skopos theory；advertisement translation；expected function

摘  要：本文引入目的论，旨在探讨在这一理论指导下广告翻译应采取的策略。作者首先介绍了目的论发展过程及主要观点：目的论认为翻译是一种有目的跨文化交际行为，翻译的预期目的决定整个翻译过程。接着分析了广告文体的特点和功能及广告翻译的特殊性并辅以大量实例阐述了影响广告翻译的因素。最后本文着重论述了目的论对广告翻译的指导意义以及在这一理论指导下广告翻译所应采取的策略。从而得出结论：广告翻译要以目的语读者为中心符合目的语语言文化特征，以实现广告翻译的预期功能。

关键词：目的论；广告翻译；预期功能

Introduction
As a traditional criterion for translation, the Equivalence-based theory was praised highly and had taken a prominent position in translation circle for a long time. In 1970s, Functional Theory sprang up in Germany. Represented by Vermeer, one of translation theorists from Functionalism school in Germany, made a breakthrough of the bondage of the traditional theory, and proposed that translating is an action of communication, and the purpose achieved by translation determines the whole translation process, that is “the end justifies the means.”[1] The translation should apply appropriate translation strategies, orienting the target language. Skopos theory widens the researching field of translation theory and provides translators with theorist guidance to adopt appropriate strategies for translation. Thus Skopos theory is significant in guiding the translation of certain texts for special purpose, especially advertisement text. With the rapid development of international trade, enterprises throughout the world all work on exploiting global market while reinforcing their competitive power. International advertising flourishes in the process. Advertisement is an important means for enterprises to publicize products, the translating effect of it immediately affect the marketing. Advertisement translation is a special communicative action between the advertiser and the target consumer through the translator. Therefore, advertisement translation is not simply a matter of semantic equivalence, rather a matter of emphasizing recreation of advertisement functions, and a matter touches upon the issue: cross-cultural communication. In this way, advertisement translation is supposed to be target reader-oriented, and the linguistic and cultural features in the target language should be translated, namely the translator should adapt the version to the cultural background, mode of thinking, national psychology and aesthetic orientation of the target language readers, so as to fit into the reader expectation, and achieve the informative functions and vocative functions.

1  Brief Introduction of Skopos theory
In the 1970s when Equivalence-based theory was prevailing, Functional Theory sprang up in Germany. Focusing on choices of various purposes, theories of those famous scholars K. Reiss, Hans J. Vermeer and Christiane Nord provided a new perspective for translators.
1. 1 Development of Skopos Theory
Development of skopos theory went across three stages.
In1971 the founder of Skopos theory Katharina Reiss claimed in her book Translation Criticism-The Potentials and Limitations that the special purpose to be achieved by translating should be regarded as a new mode for translation critics. [2] On one hand, she still held the source text oriented equivalence-based theory as for the principle of translating; on the other hand, in some practical translating case, Reiss found that it was impossible to achieve perfect equivalence. Because of certain translation brief, the target text doesn’t share the same function with the source text. Thus she advocated that the translation is supposed to consider the expected function of the target text. This discovery became the origin of Skopos theory.
In the development process of Functional Theory, Hans J. Vermeer, Reiss’s student, broke through the limitation of equivalence-based theory which was the original language-oriented, and established the core theory, Skopos theory, which became the mainstream of Functional Theory. He considered translation as a transform of the communicative language and nonverbal signals from one language to another. Therefore she concluded translation is an action of the humankind, that is to say, translation is an intentional activity. In Vermeer’ view, “Each text is produced for a given purpose and should serve this purpose. The Skopos rule thus reads as follows: to translate\ interpret\ speak\write in a way that enables your text\translation to function in the situation in which it is used and with people who want to use it and precisely in the way they want it to function.” [1] 转贴于 酷文网-论文下载中心 http://www.coolwen.net