ABSTRACT:Nowadays, with the rapid development of economic globalization, trade among countries becomes more and more frequent. Considerable foreign goods including cellphone rush into the Chinese market. Advertisement translation is significant for a foreign company to sell its products to consumers in Chinese market who might not understand English at all. Therefore, successful English cellphone advertisement translation plays a vital role in expanding consumers’ market. Although there have been lots of researches on advertisement translation, as a small branch of advertisement, the studies on English cellphone advertisement translation are still not much. According to skopostheorie, every action of translation has its own purpose. The core concept of skopostheorie is that translation methods or strategies must be decided by the intended purposes or functions of the target text. And the purpose of advertisement is to promote its products. So we can use different methods or strategies to translate advertisement according to diverse purposes or functions. This paper uses skopostheorie to explore the translation strategies, taking the practical English cellphone advertisement translation cases as the objects of study.
Keywords: Cellphone Advertisement Advertisement Translation Skopostheorie Translation Strategies
摘要:现今，随着经济全球化进程地不断加快，国与国之间的贸易变得日益频繁。在中国市场上涌现了大量的海外产品，其中也包括手机。广告翻译对于外国的企业而言是十分重要的，它可以帮助公司在中国市场上宣传销售其产品。因此，成功的广告翻译在扩张消费市场中占有重要的地位。尽管目前已经存在许多广告翻译方面的研究，但是有关手机广告汉译的研究却很少。目的论认为，每一种翻译行为都有其特定的目的。目的论的核心概念是：翻译方法和翻译策略必须由译文预期的目或功能决定。因此，我们可以根据不同的目的或功能运用不同的翻译方法和策略翻译广告。本文以英文手机广告为研究对象，运用目的论探讨其翻译策略。
关键词：手机广告 广告翻译 目的论 翻译策略
