摘 要随着全球经济一体化进程的加快，我国与世界各国的贸易日益扩大。面对国际市场激烈的竞争，所有的厂商都面临着一个问题，那就是如何将自己的产品更好地介绍给目标市场的消费者，因此，商业广告的翻译就成为一项具有重要现实意义的问题。本文以功能学派的翻译理论“目的论”为指导，以一些商业广告为例来探究商业广告的特点和翻译技巧。本研究有助于提高商业广告的翻译水平，使商业广告翻译更专业化。79995

毕业论文关键词：目的论；商业广告；翻译技巧

Abstract With the acceleration of the global economic integration, the trade between our country and the world is increasing day by day。 With more and more foreign products entering our country, China's goods also began to move overseas to participate in the international market competition。 Facing the fierce competition in the international market, all the manufacturers are facing a problem, that is, how to better introduce their products to the target market consumers。 As a result, the translation of commercial advertising has become an important practical problem。 This paper explores the characteristics and translation techniques of the commercial advertisement by using the skopos theory of the “functional school" as its guide。 This study will help improve the translation level of commercial advertisement and make it become more professional。

Keywords: skopos theory; commercial advertisement; translation techniques

Contents

摘 要 i

Abstract ii

I。 Introduction 1

II。 The Introduction of Skopos Theory 2

2。1 Development of Skopos Theory 2

2。2 The Definition and Features of Skopos Theory 4

III。 The Characteristics of Commercial Advertising 5

3。1 Lexical Features 5

3。3 Rhetorical Features 9

3。4 Aesthetic Features 10

IV。The Translation Techniques Under the View of Skopostheorie 11

4。1 Literal Translation 11

4。2 Imitation 11

4。3Transliteration 13

4。4 Free Translation 14

4。5 Omission 14

V。 Conclusion 15

Bibliography 16

Acknowledgements 17

The Characteristics and Translation Techniques of the Commercial Advertising Under the View of Skopostheorie

I。 Introduction

    With the acceleration of the global economic integration, the trade among countries has become increasingly frequent。 A large number of overseas products have emerged in the Chinese market, domestic well-known brands also flow into overseas market。 Therefore, enterprises are getting more and more difficult to stand in the international market。 How do companies propagandize their own goods to the target market consumers, and ultimately inspire them to buy goods? Needless to say, there are a lot of marketing strategies to solve this question。 Advertising is one of the most important means。 The reason is that a good advertisement can establish a good brand image for the target consumers, and finally make them buy goods。 This will bring huge benefits to the enterprise, and achieve their business purpose。 Therefore, the study of commercial advertising translation has become an important and practical problem。