广告翻译的特点及策略

A Skopos-theoretic Approach to Advertising Translation

广告翻译是一种目的性很强的文化交际行为。目的论认为翻译是有目的的文化交际行为,翻译的过程应以实现译文在译语文化中的预期功能为首要原则。因此它对于交际目的明确的广告翻译实践无疑具有重要的指导意义,为译者灵活运用翻译方法、选择翻译策略翻译广告提供了理论依据。广告翻译具有一定的特殊性,应在目的论的指导下进行广告翻译。

Adverting translation is an intercultural communication with a strong aim.The Skopos theory maintains that translation is an intercultural communication and the realization of the anticipating function of the translated text in the target language is the first principle,which is enlightening the practice of advertising translation and provides the theoretical basis for flexible use of advertising translating ways and strategies.This paper analyzes the particularity of the advertising translation and the enlightenments of advertising translation from Skopos theory,then proposed some methods of advertising translation.