广告翻译中“不信”现象的描述性研究

A Descriptive Study of “Unfaithful” Translation in Advertising Translation

以德国功能派翻译理论为主要依据,对汉英广告翻译中常见的“不信”现象做出例证和解释,认为广告英语由于其自身的特殊性(为吸引消费)．其译文不应再追求传统翻译理论中对原文的忠实移植,而应把重心放在是否达到了对受众的传播效果。因此,广告翻译其实是译者有意改变原作的内容与形式的一种行为。当然,这种改变并不是任意为之,其总的原则是译文能够达到与原文广告对原语读者所起的相同甚至更好的功能和宣传效果。

Based on the Skopos Theory, the phenomenon of ＂unfaithfulness＂ in the C-E translation of advertising is analyzed. The findings are that due to the specific purpose of advertising （to promote sales）, the focus of advertising translation is no longer on a faithful imitation of the source text as traditional translation criterion calls for, but more on a successful transfer of the communicative functions of the source text. Advertising translation is distinguished from other types of translation in that the translator can change the form and content of the source text on purpose. The changes cannot be made at will. The general principle is that the translation should be able to achieve the same or even better effect as/than the original text does.