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1、 10英语三班 董越 20090401156Advertisement Translation from the Perspective of the Skopos TheoryAbstract: As one of the major means of sales promotion, advertising has penetrated into every corner of society. Therefore, advertising translation has become more and more important. However, the traditional pr
2、inciples of translation can not completely adapt to the purpose of advertising translation. The paper explores the principles and strategies of advertising translation from the perspective of the skopos theory in the function theory, making advertising translation achieve the desired commercial purp
3、ose.Key words: The Skopos Theory; Advertising Translation; Translation Strategies 目的论视角下的菜谱翻译摘要：菜谱作为商家促销的重要手段之一已遍布社会各个角落。因此，菜谱翻译的重要性也显现出来了。然而传统的翻译原则已不能完全适应广告翻译的目的。本文以功能理论的翻译目的论为指导，探讨菜谱翻译的原则及策略，使广告翻译达到预期的商业目的。关键词：目的论； 菜谱翻译； 翻译策略1. Introduction With the development of international economy integration
4、, international trades are becoming frequent. More and more foreign products appear in Chinese market, and vice versa. Therefore, what enterprises should do to promote their products and occupy their own positions in foreign countries? Advertising is a best way to solve this problem. However, concep
5、ts and ideas in advertising are often embedded in the culture in which they originate. The traditional translation requires that the translated text must be equal and faithful to the source text, which is unable to adapt to the advertising translation right now. Therefore advertising translation sho
6、uld be guided by a new proper translation theory which could fulfill the purpose of advertising. Skopos theory, which emphasizes the function of target text, maintains that translation is a purposeful intercultural activity and that translation follows the skopos rule, the coherence rule and the fid
7、elity rule. Based on this theory, advertising translation can be more effective in sales promotion.2. The Skopos Theory and Advertising The Greek word “skopos”, which was introduced into translation theory by Vermeer in the 1970s, is a technique term for the goal or purpose of a translation. The sko
8、pos theory holds that “the way the target text eventually shapes up is determined to a great extent by the function, or skopos, intended for it in the target context” (Hatim2005:74). The skopos theory consists of skopos rule, coherence rule and fidelity rule. The skopos rule refers to the communicat
9、ive purpose of translated text. That means the translation initiator decides the communicative purpose in the process of translational action. The coherence rule means that translators must make the translated text comprehensible to readers and meaningful in target language. The fidelity rule means
10、that the translated text must be faithful to the source text. Among these rules, the skopos rule is the top-ranking rule for any translation, and the fidelity rule is subordinate to the coherence rule. Thus it can be seen that the skopos theory is a translation theory that emphasizes more on functio
11、n and social and cultural factors. It revises the understanding of “faithfulness” in traditional translation theory and makes translation more diversified.Advertisement as a means of sales promotion has its specific purpose. That is to make the public know about goods or services, and influence and
12、convince the potential consumers to buy the advertised products or pay for the advertised services. Because of cultural differences, target text may not produce as good effects as source text of advertisement. It is unable for target audience to spend much time to think of the words and meanings of
13、the advertisements. Therefore, a good advertisement must be easily understood by the target audience. The translation of advertisements must adapt to target language style and target culture. Translators should make their efforts to make translated text comprehensible to target audiences. Only in th
14、is way, potential consumers may be interested in its information and have a tendency to purchase it. Successfully making translated text attracted by audience to achieve the purpose of sales promotion is the principal rule of advertisement translation as well as the only purpose of advertisement. Th
15、erefore, under the guidance of the skopos theory, it is better to understand the nature of advertisement translation and to ask translators to adopt various translation strategies to translate a good advertisement for reaching the purpose of sales promotion.3. Strategies in Advertising Translation A
16、dvertising translation is different from other kinds of translation. Because of the special purpose of advertisement, the advertising translation is required to attract potential consumers and stimulate their desire and encourage them to purchase products. Besides, advertising translation is a recreated process. Translators should try to dig the connection between the product and the target-language culture, make the advertisement adapt to
