目的性原则视野下的商业广告翻译

The Translation of Commercial Advertising——From the Perspective of Skoposrule

作为一种目的性较强的文本,商业广告的翻译不同于文学和科技翻译。传统的翻译理论难以进行有效的指导,而以目的性原则来指导商业广告翻译,能使译者深入理解广告翻译的目的性本质,明确广告翻译的意图,灵活运用各种翻译方法来完成商业广告翻译。

As a type of text with strong purpose, the translation of commercial advertising is different from that of literary and science-technology text. The traditional translation theory is difficult to bet an effective guidance , but making use of the skoposrule to guide commercial translation, the translators make an indepth understanding of the essential purpose and the clear intent of the advertising translation, so the translators can make use of a variety of ways flexibly to complete the translation of commercial advertising