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随着世界经济文化的发展,广告及广告翻译对企业走向国际市场日益重要。然而,广告文体的独特性决定了广告翻译的特殊性。广告翻译不只是语言之间的简单转换,那么传统的翻译原则将不再完全适用。由于广告的目的性极强,因此,目的论为广告翻译提供了强有力的理论指导。本文在阐释功能派的翻译理论“目的论”的基础上,针对广告翻译的本质和特殊性,阐述了广告的翻译策略和方法。
With the development of economy and culture in the world, it is increasingly important for enterprises to translate their advertisements and advertisements into the international market. However, the uniqueness of advertising style determines the particularity of advertising translation. Advertising translation is not just a simple conversion between languages, then the traditional principles of translation will no longer be fully applicable. Due to the strong purpose of advertisement, Skopos theory provides powerful theoretical guidance for advertisement translation. On the basis of explaining the functionalist translation theory “Skopos theory ”, this article elaborates the translation strategies and methods of advertising on the basis of the essence and particularity of advertisement translation.