Abstract: With the quick development of Chinese economy, advertising is growing at an incredible speed, and its translation is becoming more and more necessary. Advertising is a very practical type of writing with high commercial value, and its ultimate purpose is to promote products or service. So is the advertisement translation. If the translator rigidly adheres to the original form and content, the translation may not produce the persuasive effect. Therefore, a practical translation theory is called for to guide the translation practice. From the perspective of Skopos theory, taking some commercial English advertisements as examples, this paper analyzes several factors that affect English-Chinese translation of advertisement, and proposes translation strategies so that the translated texts can help achieve the purpose of advertising in promotion, and improve translation quality to meet the booming demand of the advertising industry.
Key words: advertisement translation; Skopos theory; translation strategies
Contents
Abstract
中文摘要
1.-Introduction-1
2. Advertisement translation and Skopos Theory-2
2.1 Previous Studies-2
2.2 Basic Rules of Skopos Theory-4
2.2.1 The Skopos Rule-4
2.2.2 The Coherence Rule-5
2.2.3 Function plus Loyalty Principle-6
2.3 Introduction to Advertisement-7
2.3.1 Linguistic Features of Advertisement-7
2.3.2 The Purpose of Advertisement Translation-8
3.The Application of Skopos Theory in E-C Translation of Advertisement-9
3.1 Advertisement translation in Light of the Skopos Rule-10
3.1.1 Different Values-10
3.1.2 Different Background-11
3.2 Advertisement translation in Light of the Coherence Rule-12
3.3 Advertisement translation in Light of Function plus Loyalty Principle-14
4.Strategies of E-C Translation of Advertisement in Light of Skopos Theory-15
4.1 Making Linguistic Adaptations-15
4.2 Making Cultural Adaptations-17
4.3 Catering to the Consumer’s Psychology-18
5. Conclusion-19
References21
