目的论视角下的饮食广告的翻译

菜单

Abstract With the rapid development of global economic, selling products in China has been unable to meet the needs of the market, more companies choose to propagandize to foreign. When translating, because of cultural differences between countries as well as the difference between the degree of reader acceptance and the language itself, there is often existing difference between the original and the target. The translator will choose different ways to achieve the intended purpose and translation functions of translation through their own understanding. In this paper, the core function of translation theory -Skopos theory will be as the basis, dietary advertising translation as the example. It confirms the importance of Skopos in advertising translation through analysis the three rules of Skopos theory.62480

Keywords: Skopos theory; dietary advertising translation; translation strategies; three rules

摘要随着经济全球化的快速发展，在国内推销产品已经满足不了市场的需求，更多的企业选择向国外宣传，但是在翻译广告时，由于各国的文化差异以及读者接受程度和语言本身的区别，译文和原文往往存在差异，译者会通过自己对原文的理解选择不同的翻译方式来实现译文的预期目的和功能。本文以功能翻译的核心理论—目的论为依据，以食饮食广告翻译为例，分析目的论三大原则在广告翻译中的应用，证实了目的论在广告翻译中的重要性。

毕业论文关键词：目的论，饮食广告翻译，翻译策略，三大原则

Contents

1. Introduction 1

2. Literature Review 1

2.1 Three Rules of Skopos Theory 2

2.2 Concept of Advertising 3

2.3 Features of Dietary Advertising 4

2.4 Relevance of Skopos Theory to Advertising Evaluation 5

3. Application of Skopos Theory in Dietary Advertising Translation 6

3.1 Application of Dietary Advertising Translation under Skopos Rule 6

3.2 Application of Dietary Advertising Translation under Coherence Rule 8

3.3 Application of Dietary Advertising Translation under fidelity Rule 9

4. Conclusion 10

Works Cited 11

1. Introduction

With the rapid development of international commerce and promotional international exchanges, advertising translation theory and practice have a significant function in international economic prosperity. Advertising, a kind of special text unlike novels, poems, editorials and others, has very specific purpose to sell their product or service with profit.

Translating advertising into another new language is different from the original language translation, the translator needs to have knowledge about social, cultural, language, aesthetics, economics, folklore, advertising essence and other aspects. At the same time, there needs some new policy principle when translate. Vermeer proposes that the Skopos Theory is a translation function theory. In his definition, behavior certainly has a purpose, the purpose is to analyze why. Vermeer thinks translation is an action under the guidance of three rules like Skopos rule, coherence rule and fidelity rule. Between them, fidelity should obey coherence, and both rules obey the Skopos rule. 源:自*751`%论,文'网·www.751com.cn/

2. Literature Review

In the history of translation researches, people use the most authoritative standard like equivalence or faithfulness to evaluate the quality of translation and whether it is successful or not. This way of translation evaluation is conventional and over-simplified. Although this trend plays an active role in guiding practice of translation and regulating the field of it, other factors should not be ignored, because translation is a complex human activity and the study of translation also should be descriptive. Under the situation, the Skopos theory, by viewing translation as an action with purpose, tries to open up a new perspective on such aspects as the status of the source text, the target text, their relationship, the essential of translation, the thought of the translator, translation standards and strategies. Skopos theory is the nature of the translation function theory which is proposed by Hans J. Vermeer in Germany in the 1970s. This is a new view to research translation, which is no longer restricted by the view of conventional original text oriented. Vermeer finds that every behavior has a purpose, and, of course translation is an action, it will have a purpose too. The purpose is assigned to every translation by means of commission.