从目的论看广告汉英翻译

Advertisement Translation Under the Guide of Skopostheorie

目的论认为翻译是人类行为的一种有意识、有目的的行为,这种行为发生在一种特定的环境下,同时它又反作用并修饰这种特定的环境。广告汉英翻译是一种目的性非常强的跨文化交际行为,因此在跨文化的广告翻译交流中必须坚持目的论原则,避免语音翻译歧义,确保语音翻译通畅,避免语义差异,正确处理广告汉英翻译中语言文化间的差异,在此基础上实现广告汉英翻译的语言再创新。

In the skopostheory, translation is defined as ＂a complex action designed to achieve a particular purpose＂, the action takes place in a given situation and is part of the situation at the same as it modifies the situation. Since advertisement translation is a cross-culture action of communication, it is necessary to find a cut-in between Skopostheory and advertisement translation. This paper discusses the application of Skopostheory to advertisement translation in order to achieve its function of persuade or manipulate the consumers to buy a product and accept the ideas, values, and life style that are associated with the product.