2。3 The principles of skopos theory

There are mainly three principles in skopos theory。 They are skopos rule, coherence rule and fidelity rule。

Skopos rule is of the first importance in skopos theory, that is, any translation action must be determined by its skopos。 Skopos is a Greek word representing for “purpose” or “aim”。 The main concept of skopos rule can be paraphrased as “the translation purpose justifies the translation procedures”。 The translation action may have several purposes or aims one time, and these purposes can be classified into three kinds: First, the translators’ basic purpose。 Second, the translators’ communicative purpose。 And the last, the translators’ purpose which can be won by using some specific translation strategies。 Usually, the skopos stands for the communicative purpose, that is, “the communicative function brought to receivers in the social and cultural atmosphere of target language by translation” (Vermeer 32)。文献综述

Coherence rule means the translation must comply with the standard of intra-textual coherence。 In other words, the translation must be readable and acceptable so that it can be understood by receivers and really play a role in certain contexts where the translation is used。 Fidelity rule is kind like faithfulness, one rule of the classic translation principles。 The difference is that the degree of fidelity depends on the purposes of the translation and the translators’ understanding。 It indicates that source text should be inter-textual coherent with translation text。

3。 Advertisement and Advertising Translation

3。1 The definition of advertisement

The word “advertisement” comes from the Latin word “advertere” which means attention, desire and broadcast。 For specific purposes, advertising is a publicity means which aims to publicize ideas, products or services through mass media。 Generally, advertisement can be pided into two types: commercial advertisement and non-profit advertisement。 With the accelerating process of globalization, the application of advertisements has been even more extensive。 Essentially, the most arresting characteristic of advertisement is its persuasiveness。 The purposes of advertisements can be abbreviated as AIDMA, that is, attention, interest, desire, memory and action (Li 46)。

In the book Approaches to Translation, the English translation theorist Newmark pides texts into three types according to the content, form and function, that is, expressive text, informative text and vocative text。 Advertisement is a kind of vocative text and the super-language effect is the spot light of this text。 For the same effect, it is better to apply Skopos theory when translate the original advertisement because the core rule of skopos theory is skopos rule。