目的论视角下的广告汉译探析_英语论文.docx

资料分类:英语论文 上传会员:梦溪 更新时间:2017-10-08
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Abstract: With the quick development of Chinese economy, advertising is growing at an incredible speed, and its translation is becoming more and more necessary. Advertising is a very practical type of writing with high commercial value, and its ultimate purpose is to promote products or service. So is the advertisement translation. If the translator rigidly adheres to the original form and content, the translation may not produce the persuasive effect. Therefore, a practical translation theory is called for to guide the translation practice. From the perspective of Skopos theory, taking some commercial English advertisements as examples, this paper analyzes several factors that affect English-Chinese translation of advertisement, and proposes translation strategies so that the translated texts can help achieve the purpose of advertising in promotion, and improve translation quality to meet the booming demand of the advertising industry.

 

Key words: advertisement translation; Skopos theory; translation strategies

 

Contents

Abstract

中文摘要

1.-Introduction-1

2. Advertisement translation and Skopos Theory-2

2.1 Previous Studies-2

2.2 Basic Rules of Skopos Theory-4

2.2.1 The Skopos Rule-4

2.2.2 The Coherence Rule-5

2.2.3 Function plus Loyalty Principle-6

2.3 Introduction to Advertisement-7

2.3.1 Linguistic Features of Advertisement-7

2.3.2 The Purpose of Advertisement Translation-8

3.The Application of Skopos Theory in E-C Translation of Advertisement-9

3.1 Advertisement translation in Light of the Skopos Rule-10

3.1.1 Different Values-10

3.1.2 Different Background-11

3.2 Advertisement translation in Light of the Coherence Rule-12

3.3 Advertisement translation in Light of Function plus Loyalty Principle-14

4.Strategies of E-C Translation of Advertisement in Light of Skopos Theory-15

4.1 Making Linguistic Adaptations-15

4.2 Making Cultural Adaptations-17

4.3 Catering to the Consumer’s Psychology-18

5. Conclusion-19

References21

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上传会员 梦溪 对本文的描述:广告作为一种具有极高商业价值的实用文体,它的最终目的是使消费者接受它所宣传的商品或服务。广告的翻译也是同样目的。在翻译广告时,如果坚持原文的形式和内容,译文就没有......
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