摘要
广告是一种公众性的信息交流,它的最终目的是促成消费者的购买行为。广告的翻译不仅仅是语言的转换,更是一种文化的转换。目的论(skopostheorie)起源于德国,它是功能派翻译理论的基本观点。按照目的论的理论,"目的法则"是翻译过程中要遵循的基本法则,即根据翻译的目的来决定一切翻译方法,目的决定手段。目的论对于某些有着特殊交际目的的应用文本,如广告的翻译,有着极为重要的指导意义。目的论指导下的广告翻译有直译、意译、增译、减译和仿译等策略,译者可以按照目的语国家的语言文化采用合适的翻译策略,以便达到促成消费的目的。
The advertisement is a kind of public information communication, which has the final purpose of resulting in consumers＇ purchase. Translation of advertisements is not only a language transformation but also a culture transformation. Skopostheorie originated from Germany, and it is the basic theory of functionalism. According to Skopostheorie, the most important rule in translating is Skopos Rule, which means the purpose of translation determines translation strategies. Skopostheorie is very instructive to translation of some practical writing just like advertisements. Based on Skopostheorie, translation of advertisements can be classified into five strategies, literal - translation method, meaning - translation method, amplification - translation method, omission - translation method, and applying - translation method. The translator can choose suitable translation strategies according to language and culture background of the target country to result in consumers＇ purchase.
出处
《齐齐哈尔大学学报（哲学社会科学版）》
2015年第9期120-122,共3页
Journal of Qiqihar University(Philosophy & Social Science Edition)
基金
2014年度辽宁经济社会发展立项课题(2014lslktziwx-19)
关键词
目的论
广告翻译
翻译策略
skopostheorie
translation of advertisements
translation strategies
