目的论下的英汉广告翻译研究_英语论文

A Study of E--C Advertisement Translation Under the Guidance of Skopos Theory

摘要

在现代社会中越来越多的商品和服务信息需要通过广告来传播，广告有着不同的功能，如建立品牌形象和促进销售等。与此同时，越来越多的国外企业进驻中国市场，彼此互相竞争。为了取得在中国市场的效益，国外的企业必须将自己的产品翻译成中文。成功的翻译对产品销售起着至关重要的作用。

本文试图从目的论视角对英汉广告翻译作一探讨。本文由五部分组成：第一部分是对国内外广告翻译研究作一回顾，第二部分主要就广告的定义、功能及其组成部分进行介绍，第三部分主要阐述目的论产生的背景及其三个翻译原则；第四部分主要从目的论的视角，结合具体例子，分析了三个翻译原则在广告翻译中的应用，并在此基础提出了广告翻译的一些策略，如直译和意译，第五部分对全文作一总结。

通过本课题的研究，希望对翻译人员就英汉广告的翻译有所启示，从而提高翻译的质量。

关键词：英汉广告翻译；目的论；原则和策略

Abstract

In modern business society, the vast majority of  information of goods and services are transmitted through advertisements. There are many functions of advertisement , such as establish a brand name and promote consumption and so on .Meanwhile, more and more foreign companies are entering Chinese markets and competing with domestic enterprises.In order to achieve success on Chinese markets, foreign companies must translate their advertisements into Chinese in a proper way. Translating their advertisements appropriately is of vital importance to the success of their promotional program.

This paper intends to study E-C advertisement translation from the perspective of skopos theory. It consists of five parts. The first part gives a general review of studies on advertisement translation at home and abroad. The second part introduces the basic concept of definition,functions and components of advertisement. The third part illustrates theoretical basis of skopos theory, including its background and translation rules of the theory. The fourth part gives a detailed analysis of advertisement translation under the guidance of skopos theory. It analyzes the application of three rules to advertisement translation with specific examples. Furthermore , it puts forward some strategies of advertisement translation based on skopos theory, such as literal translation and liberal translation. The fifth part is the conclusion of this paper.

Through this study, it is hoped that the translators will have the inspiration to the translation of advertisement translation, also improve the quality of translation of E-C advertisement translation.

Key words:E-C advertisement translation；skopos theory；rules and strategies

Contents

Acknowledgements i

Abstract & Key words in English.ii

Abstract & Key words in Chineseiii

Introduction.1

1. Literature review 2

1.1 Studies abroad 2

1.2 Studies at home 3

2. Introduction to advertisement 5

2.1 Definition of advertisement 5

2.2 Functions of advertisement 6

2.3 Components of advertisement 7

3. Introduction to skopos theory 8

3.1 Origin and development of skopos theory 8

3.2 Rules of skopos theory 9

3.2.1 The skopos rule 9

3.2.2 The coherence rule 10

3.2.3 The fidelity rule 11

4. Skopostheoretic study of E-C advertisement translation 11

4.1 Application of the three rules to E-C advertisement translation 11

4.1.1 Application of skopos rule to advertisement translation 11

4.1.2 Application of coherence rule to advertisement translation 13

4.1.3 Application of fidelity rule to advertisement translation 14

4.2 Strategies for E-C advertisement translation 15

4.2.1 Literal translation 15

4.2.2 Liberal translation 16

4.2.3 Addition 16

Conclusion 17

References 18