摘 要

目的论注重译文在译语文化环境中所预期达到的交际功能。本文将从目的论视角分析研究商业广告翻译。商业广告具有简洁、准确、生动的特点。商业广告的目的在于用最少的词汇传递给消费者最多的信息量, 并产生最大的经济效益。接下来将从目的论中三个主要原则出发阐释其在商业广告翻译中的应用。

关键词：目的论，商务广告， 翻译

Contents

1. Introduction...............................................................................................................1

2. Demonstration............................................................................................................2

2.1 Theoretical framework.............................................................................................3

2.1.1 Development of Skopos theory.............................................................................3

2.1.2 Three rules of Skopos theory.................................................................................4

2.1.3 Translation Brief....................................................................................................4

2.2 Introduction to commercial advertising translation..................................................5

2.2.1 Definition and functions of commercial advertising.............................................5

2.2.2 Principles of commercial advertising translation..................................................6

2.3 The application of three rules of Skopos theory to commercial advertising translation................................................................................................................7

2.3.1 The Skopos rule.....................................................................................................8

2.3.2 The coherence rule................................................................................................9

2.3.3 The fidelity rule...................................................................................................10

1. Conclusion...............................................................................................................11

Works cited...................................................................................................................12

Bibliography.................................................................................................................14

An Analysis of Commercial Advertising Translation from the Perspective of Skopos Theory

1. Introduction

With the rapid and steady development of world’s economy, the international trade has become more frequent and the number of multinational companies is also increasing. Accordingly, the international trend of advertising is becoming increasingly apparent and intense, and advertisements of China and western countries begin to mingle and collide with each other. Companies and organizations across the world are encountered with the problem of the internationalization and globalization of advertising, or that is to say, the problem of translation of their advertisements. To further promote business trade between China and western world, the study of commercial advertising translation is obviously significant and of highly commercial value. However, the main problem is that how to improve the quality of commercial advertising translation. In search of the answer, we would better in the first place learn some basic information about Skopos Theory.

The introduction of Skopos theory gives us a new window into the explanation of translation. In the 1970s, Hans Vermeer first proposed the theory. Then it has been widely applied to the explanation of translation. According to Vermeer, the process of translating is a purposeful activity, and falls squarely within the scope of the Skopos Theory.