目的论关照下的广告翻译

On Advertisement Translation in the Perspective of Skopos Theory

目的论将翻译看作有目的的交际行为,认为翻译过程应以实现译文在译语文化中的预期功能为首要原则,从而突破了对等翻译理论的限制,使得翻译标准多元化。广告翻译也应以目的论为指导,从译语的文体特征、译语读者的反应和译语的文化背景来探讨可行的翻译策略。

Skopos theory holds that translation,an intentional cross-cultural communication,should take the expected functions to be achieved in the target culture as the primary reference.Accordingly the limitations of 'equivalent translation' have been broken,making more translation approaches possible.The paper aims to explore some valid strategies for advertisement translation in the perspective of skopos theory.