Abstract Advertising by definition can be regarded as publicize something widely。 The purposes of advertisements are to transmit ideas or promote products through mass media。 With the accelerating process of globalization, the demand of cultural communication among countries and transnational trade is expanding。 At the same time, advertising translation plays a quite important role in this process。 Based on skopos theory which is developed from functionalism, this thesis aims to explore and research English-Chinese advertising translation。 By analyzing the characteristics and basic components of an advertisement, this thesis studies some specific situations of English-Chinese advertising translation so to formulate the effective ways of advertising translation。 It is sincerely hoped that ultimate translation will better comply with people in the recipient countries and attain original purposes of an advertisement。92760
Keywords: skopos theory; cultural differences; English-Chinese advertisements translation; translation strategies
摘要广告可以理解为广而告之，其主要目的是通过一定的媒介，向大众传达某一思想概念或进行产品宣传。随着全球化进程加快，人们对文化交流和跨国贸易的需求也越来越大，运用广告在异国宣传本国产品已经是一种常见的现象，广告翻译作为实用工具应运而生。广告是一种特殊文体，其翻译方法值得重视。本文以从功能派翻译理论发展而来的翻译目的论为基础，结合分析广告文体的自身特色，通过分析广告翻译实例，探讨和研究当前广告翻译的现状，探究较为有效的广告翻译方法，以使广告翻译能够契合接受国或消费国的受众，达到广告原本的目的。
毕业论文关键词：翻译目的论；文化差异；英汉广告翻译；翻译策略
Contents
1。 Introduction 1
2。 Literature Review 2
2。1 The theoretical basis of skopos theory 2
2。2 The development of skopos theory 3
2。3 The principles of skopos theory 3
3。 Advertisement and Advertising Translation 4
3。1 The definition of advertisement 4
3。2 The essential components of advertisements 5
3。3 Rhetoric devices used in advertisements 6
3。4 Cultural persity in English-Chinese advertisements 8
4。 Advertising Translation Strategies Guided by Skopos Theory 9
4。1 The application of skopos theory in advertising translation 9
4。2 Creative translation 10
4。3 Supplementary translation or over translation 11
4。4 Communicative translation 11
5。 Conclusion 12
Works Cited 13
1。 Introduction来自优O尔P论R文T网WWw.YoueRw.com 加QQ7520`18766
With the ongoing globalization, advertising translation plays a vital role in International community。 It may influence people’s daily life and different aspects of human society。 Traditional concept just defines translation as a process which changes original language into another kind of language。 However, it is worth noting that advertising translation is not just a SL-TL linguistic operation。 It also includes many other factors, for example, cross-cultural communication。 Otherwise, in the international market, some errors in advertising translation will cause countless losses。 It is often heard that some companies suffer from the loss of money or even the ruin of brands’ credibility and reputation because of the translation mistakes or misunderstandings。 Coka Cola, the world-famous brand, is the first foreign brand that has entered into Chinese market since the policy of the reform and opening up was implemented in China。 One reason for its success is that Coka Cola respects Chinese culture。 In its advertisements, it applied the Chinese factors and invited many Chinese celebrities。 “Open happiness” is the 47th international slogan of Coka Cola。 It has translated into Chinese as “畅爽开怀”, which not only highlighted the characteristics of Cola but also complied with Chinese taste。 Nowadays, advertising in both China and the United States has become virtually impossible to avoid or escape as advertisement is so pervasive and intrusive。 One obvious disadvantages of the present training of translators is noted by some scholars, “in the training of translators, very little attention has been paid to the translation of advertisements。 Yet this type of translation is far more widespread than is immediately obvious。”(Smith & Klein-Braley 176)。 This thesis is aimed to do some researches to enrich the strategies of advertising translation and help translators apply proper strategies while translate English-Chinese advertisements。 翻译目的论视角下的广告翻译:http://www.youerw.com/yingyu/lunwen_200484.html