Abstract

Advertisement, as a form of cross-cultural communication, it is used more and more, just because the international advertisements are getting more popular, the advertisement translation has become a new subject. However, the study of the advertisement translation is far less than the people's demand for it， that is why I would like to discuss the topic in my paper. In terms of the value of commercial advertising, advertisement is a kind of practical writing. All the ads have a final intention which is to promote the product sales. If the translation is merely closely attached to the original form, this translation of advertisement may not produce the desired effect that businessmen expect, and even cannot play a role in promoting sales in the target market. Therefore, in 1980, Hans J .Vermeer and Katharina Reissa put forward a more practical translation strategy named Teleology theory, which is regarded as important theory in German schools, because it combines theory with specific functions. Vermeer integrated this theory into the translation process to illustrate that any kind of action is a goal.

Based on Hans J. Vermeer's Teleology theory, especially the three principles of translation from Teleology theory, this paper analyzes translation strategies of commercial advertisement and its practical functions. The conclusion shows that the appropriate translation strategies can improve the quality of translation, and are able to achieve the goal of promoting sales in terms of commercial advertisements. It also shows that Teleology theory is playing an important role in the translation strategies in the special application of commercial advertising language which has a strong goal, as well as is beneficial to the achievement of the ultimate goal of promoting merchandise under the premise that the advertising language is excellent.

Keywords: teleology; advertisement translations strategies; 

commercial advertisement

Contents

Abstract

摘要

Introduction..1

Chapter 1 Theoretical Review of Teleology..3

  1 .1 Concept of Teleology .3

  1.2 Content of the Teleology.3

T T1.2.1Skopos Rule4

 1.2.2 Coherence Rule4

 1.2.3 Loyalty Principle.5

Chapter 2 Analysis of Advertisement Language6

  2.1Analysis of Advertisement Language Features.6

  2.1.1 Using Short and Simple Phrase.6

  2.1.2 Repetition of Certain Sentences7

  2.1.3 Using Rhetorical Devices..7

T  T2.2 Analysis of Advertisement Language Purposes.7

Chapter 3 Analysis of Translation Strategies of Commercial Advertisement in Teleology Perspective..8

3.1 Characteristic of Commercial Advertisement Translation in Teleology Perspective.12

3.2 Literal Translation10  

3.2.1 Rhetoric Method10

3.2.2 Amplification Method12

3.2.3 Abridgment..13

3.2.4 Imitation Method..13

3.2.5 Semantic Translation..13

 3.3 Liberal Translation..14

 3.4 The Functions and Effects..15

  3.4.1 In the Perspective of Cross- Culture Communication.15

  3.4.2 In the Perspective of Corporation Development and Profit 15

  3.4.3 In the Perspective of Economic Globalization15

Conclusion16

Reference17

Acknowledgement18