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| 从目的论视角看英语广告的汉译及其翻译策略——以化妆品广告为例 摘要：广告是传递商品信息，吸引消费者注意力的重要媒介，是架起商品生产商、销售者和消费者之间信息沟通的桥梁。我国作为化妆品进口大国，越来越多的外国化妆品进口到我国，化妆品广告翻译的重要性日趋凸显。德国功能派学者威米尔和克里斯蒂安•诺德提出的目的论强调“目的决定了手段”，要将翻译从“源语言”的束缚中解放出来，这为化妆品广告翻译提供了新的理念指导。本文以化妆品广告翻译作为研究对象，以目的论为指导，分析化妆品广告的汉译特点，并提出化妆品广告翻译相关技巧，以期为化妆品广告翻译提供新思路。 关键词：广告翻译；目的论；化妆品广告；翻译策略 Analysis of Translation Strategies of English Advertisement from the Perspective of Skopos Theory ——A Case Study of Cosmetics Advertising Abstract: Advertisement is an important medium to convey commodity information and attract consumers' attention. It is also a bridge of information communication among product manufacturers, sellers and consumers. Nowadays, more and more foreign cosmetics are imported into China, so the importance of cosmetics advertisement translation is becoming increasingly prominent. The Skopos Theory, put forward by German functionalist scholars Vermeer and Christian Nord, emphasizes that "the end determines the means" and liberates translation from the bondage of the "source language", which provides new conceptual guidance for the translation of cosmetics advertisements. Taking cosmetics advertisement translation as the research object and guided by Skopos Theory, this paper analyzes the characteristics of Chinese translation of cosmetics advertisements and proposes relevant techniques for cosmetics advertisement translation, hoping to provide new ideas for cosmetic advertisement translation. Key Words: advertising translation; Skopos theory; cosmetics advertising; translation strategies Contents Introduction1 Chapter I Overview of Advertisement Translation2 1.1 A Brief Introduction to Advertisement2 1.2 Literature Review2 1.3 Difficulties in Advertisement Translation4 Chapter II Introduction of Skopos Theory5 2.1 A Brief Introduction to Skopos Theory5 2.2 Basic Rules of Skopos Theory6 2.2.1 Skopos Rule6 2.2.2 Coherence Rule7 2.2.3 Fidelity Rule7 Chapter III Cosmetics Advertisement Translation under the Guidance of Skopos Theory8 3.1 The Guidance of Skopos Theory in Cosmetics Advertisement Translation8 3.2 Translation Strategies Employed in Translating Cosmetics Advertisement8 3.2.1 Literal Translation9 3.2.2 Free Translation10 3.2.3 Creative Translation11 3.2.4 Amplification12 3.2.5 Omission13 Conclusion14 Bibliography15 Acknowledgements16 |
