目的论指导下的广告标语翻译

Translation of Advertisement Slogan in Skopos Theory Perspective

讨论了德国功能派翻译理论的核心——目的论在广告标语翻译中的适用性。根据该理论,广告标语的翻译当以目的语文化为方向,实现刺激消费为目的,源语篇不再是翻译决策的首要根本依据和评判标准。佐以中英文广告实例介绍了在目的论指导下的广告标语翻译中较常见的四种翻译策略,即套译、直译、意译以及直意译相结合。

This paper first discusses the application of Skopos theory, the German fundamental functionalist translation theory,in the translation of advertisement （ad.） slogan. In the light of this theory,ad, slogan translation should be guided by the target culture for the only purpose of sales promotion. The faithfulness to the original slo gan is no longer considered as the first and most important criteria. Then taking Chinese and English ad. slogans as examples, this paper introduces four frequently-used strategies in Skopos-theory guided slogan translation,i, e. structure-borrowing,literal translation, free translation, combination of literal and free translation.