毕业论文-The Application of Skopos Theory in Adver.doc

The Application of Skopos Theory in Advertisement Translation By Yang Tao Submitted to The School of Foreign Language and Culture Beifang University of Nationalities In partial Fulfilment of The Requirements for The Bachelor Degree of Arts in English Under the Supervision of Professor ZhouHuining Abstract At present, advertisement has become an important part of people’s life. With the rapid development of international business and multinational companies, it is demanded more and more for efficient international advertisement communication and translation. As a branch of translation study field, advertisement translation has its own laws and requires a systematic study. From the perspective of Skopos Theory, this paper discusses advertisement translation standard and strategies with the aim of helping improve advertisement translation. Functionalist approach to translation has opened up a new perspective on translation studies. Functionalism emphasizes the functionality of translation of the target culture. Therefore, the commercial effect of an advertisement translation of the target culture is put forward as a yardstick of ad translation in this thesis. Translator’s choice of translation strategies is always guided by the translation standard he adheres to. In general, functionalist approach to translation is recommended in this paper. By endowing translator with much more freedom and right to choose what to translate and how to translate, functionalist approach to translation makes the discipline of ad translation more mature and finally enables it to become a profession in the full sense. Key words: Skopos Theory; advertisement translation; culture transformation; expected purpose 内容摘要 当今,广告已成为人们生活中不可或缺的一部分。随着国际贸易和跨国公司的迅速发展， 广告的沟通作用逐渐加强，因此对广告翻译的要求也越来越高。作为翻译研究领域的一个分支，广告翻译有其自身的体系与规则。 从翻译的目的论出发，本文拟对评价广告翻译的标准和广告翻译的策略选择展开讨论，目的在于提高广告翻译水平。功能主义强调的是翻译结果在目标文化中的功能性，但评价广告翻译的标准即广告翻译在目标文化中起到的商业效果同样值得关注。通过赋予翻译者更多的自由和权利去选择翻译的内容和翻译的策略功能主义对翻译的策略的影响使得广告翻译的规则更灵活使广告翻译在整体上变得更专业。O