翻译目的论视域下的广告语翻译策略研究_英语论文

Translation Strategies on Advertisement Translation from the Perspective of Skopos Theory

摘要

随着世界经济迅速发展，广告已然成为日常生活中重要的一部分，因而广告语翻译也受到了人们的密切关注。广告语翻译作为翻译实践的重要分支之一同样也应该遵循翻译的普遍规律和原则。通过介绍翻译目的论和分析具体广告语翻译例子，本文探讨了目的论原则在广告语翻译中的应用。同时，在目的论原则的指导下，所有翻译遵循的首要法则就是目的法则，本文也提出了相应的翻译手段和策略，力求使广告语翻译充分发挥目的语优势，尊重各国各地区文化传统，迎合目的语消费者的需求，从而实现广告的功能，扩大商品的推广以及经济效益。

关键词:目的论   广告   广告语翻译策略

Abstract

With the rapid development of world economy, advertisement has become an important part of daily life. At the same time, advertisement translation has been closely paid attention to, and as an important branch of translation practice, advertisement translation also needs to obey certain rules and principles. Through introducing the Skopos Theory and analyzing the problems in translation of English advertising, this paper discusses about the application of Skopos Theory in advertisement translation as well as introduces several translation strategies and methods. Under the guidance of Skopos Theory, the primary rule of all translation should follow is the Skopos rule. Translators can make advantage of their target language, respect every area of traditional culture, and cater to the target consumer s’ demand, so as to realize the function of advertisement, expand product promotion and economic benefits.

Key words:Skopos Theory   advertisement   advertisement translation strategies