3. 2. 3 Parody
Skopos theory determines that advertisement translation should concern about the reader of the target text, harmonize the relation between seller and consumer (reader). Specifically, the version should arouse an emotional communication, centering the readers. On this point, Parody offers a good mode for translation. Because of divergent Chinese and English culture, if the sentences, structures expressing similar idea in the two cultures are nestificated and imitated tactically. The version would be fit for the psychology of consumers and keep the cultural image.
Parody, often used for slogan translation, refers to a nestification of idioms and aphorisms. This translated text, done through making use of the available components existing in English and Chinese culture, is concise, attractive and effective in conveying the original cultural connotation. People who see this version done in this way will feel somewhat approachable. For example, the advertisement for “Shanghai television”is translated into “Shanghai TV--Seeing is believing.”-- A wonderful citation to the idiom “Seeing is believing.” “seeming” here also refers to the action of watching TV. Consumers who see this advertisement must be touched and believe that this TV is highly qualified. There is an advertisement for a camera branded “hongmei” (red plum) reading “红梅相机新奉献”. The version of this is “My love’s like a Red Rose!” People who see this advertisement must recall the famous poem “My love’s like a red, red rose”, written by the well-known British Poet Robert Burns of 1600s. The target text exactly nestificates this popular poem among the westerners, thus not only suggests that this camera is top-qualified, but also makes the products widely accepted.
3. 2. 4 Adaptation
Skopos theory requests that advertisement translation fit into their linguistic style of advertisement genre, which is to be concise, attractive and persuasive.
First, sentence patterns need to be changed sometimes at the process of translation. An example is demonstrated as follows:
即饮柠檬茶，喝一杯，令您怡神醒脑。
For refreshment?
A glass of Instant Lemon tea! [14]
The English version, not keeping strictly to the original text, changes the sentence pattern. Interrogative sentence and omitted sentence are used to form a dialogue in this translated advertisement, which make s the advertisement more approachable and powerful, fit for the reader’s expectation.
Second, it’s about global structure. In some situation sentence structure should be reordered with the prerequisite of not changing its content when handling advertisement translation, because of different modes of thinking between Chinese and the westerners. Advertisement translation should know about the regulation of advertisement creation, and make proper adaptation to the target text, according to different cognitive linguistic situation of the target consumers. Here is an advertisement about Jiashili Crisp Biscuits.
Source text：那一年，我和妹妹去乡下姥姥家，我们在田野上奔跑，在小河里钓鱼，在收割过的麦田里拾穗，空气里尽是迷人的清香！
现在，很难找到那种感觉了。咦！这是怎么了？味道真特别，让我想起了乡下那麦田里迷人的清香！
嘉士利，为你珍藏童真的滋味。（嘉士利饼干）[15]
Target text: Jiashili Crisp Biscuits collect your innocent flavor and remind you of the charming and delicate fragrance of the wheat field in the countryside. In that year, my younger sister and I went to my grandmother’s home. We ran in the field, fished by the small river and picked up ears of wheat in the reaped field. The air is full of fascinating and faint scent!
Now it’s difficult to find that feeling. The fields have been turned into factories. The small river is out of sight… What’s happened? The special flavor has come back. Jiashili Crisp Biscuits have the flavor.[16]
The target text, following an English mode which is familiar to the target readers, first points out the subject and then describes details related to the subject. If the English version is handled literally, the target reader may be unlikely to produce the best associated expectation, or even be confused. Anyhow the adapted version realizes the original advertisement function.
Content and information is another aspect that needs to be adapted while translating. The purpose of advertisement lies in attracting consumers, and finally drives them to purchase. Because of the different national psychology, the contents included in Chinese advertisement and English advertisement have their respective features. The target readers will cast cold eyes to the information inappropriate to their custom. Since the target reader’s attitude is decisive in fulfilling the advertisement function, the translator should be bold to break down the limits of the source text, and make adaptation to it, so as to meet the target reader’s taste. Here is an advertisement for shirt.
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