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Abstract With China’s entering the World Trade Organization and the deepening of reform and opening to the outside world, numerous foreign products have entered in China’s market. At the same time, domestic enterprises are eager to exploit the much bigger global markets. It has made cross-cultural advertising dissemination inevitable and presented greater challenges to advertising translation as well. Since advertisements are of a very practical type of writing with high commercial value, the key of advertising translation is to fulfill the intended function of advertisements. Vermeer’s Skopostheory, which emphasizes the function of target text, maintains that translation is a purposeful intercultural activity and may provide significant guidance for the translator and the translation. This thesis aims to present the implications of Skopostheory on Chinese and English advertisement translation by introducing Skopostheory, the characteristics of Chinese and English advertisements, and the applications of Skopostheory in advertisement translation.53641
Key words: Skopostheory; Chinese and English advertisements; advertisement translation
摘要随着中国加入世界贸易组织以及改革开放的深入开展，大量国外产品涌入了中国市场。与此同时，国内企业也越来越渴望开拓更加广阔的国际市场。这使得跨文化广告传播成为必然，也对广告翻译提出了更大挑战。由于广告是一种具有很高商业价值的实用文体，广告翻译的关键就在于实现广告的预定功能。费米尔的目的论认为翻译是有明确目的的跨文化交际行为，它对译者和译文都具有重要的指导意义。本文旨在通过介绍目的论，中英文广告的特点以及目的论在广告翻译中的运用来说明目的论对中英文广告翻译的启示。
毕业论文关键词：目的论；中英文广告；广告翻译
Contents
1. Introduction 1
2. Literature Review 2
3. Skopostheory 4
3.1 Definition 4
3.2 Three Rules of Skopostheory 4
4. Advertisement and Its Translation 5
4.1 Advertisement 5
4.2 Chinese and English Advertisement Translation 6
5. Implications of Skopostheory on Chinese and English Advertisement Translation 8
5.1 Implications for the Translator 8
5.2 Implications for the Translation Strategies 9
6. Conclusion 12
Works cited 13
1. Introduction
Today one can hardly escape advertisements as we are living in a very commercial society. Advertisements are not only a means of economic activity, but also of cultural communication. It is like a kind of invisible force which leads the living styles and consumption habits of the people.
The advertisement is a sort of practical writing which has high commercial values. It aims to stimulate people’s emotion, to inspire their imagination, and to persuade customers to purchase certain commodity. The ultimate goal of all advertisements is to provide the information about products or services and to persuade the potential consumers to buy them. The advertising language is only a means to achieve this purpose. Therefore, what translators need to do is to adjust the translation according to the target language and the target culture so that the target audience could accept it and get action.
Throughout history, translators usually observed that different situations called for different renderings, texts with different functions and purposes demand different translating standards and principles which cannot easily be resolved by “faithfulness” or “spirit alike”. Consequently, the translators are expected to make adaptation and modification in consideration of the acceptance of target receivers. Many translators found that the process of translating should involve two procedures: a faithful reproduction of formal source-text qualities in one situation and an adjustment to meet the needs of the target audience in another. They believed that it was more important to adjust to the needs and expectations of the target audience.