从“目的论”的视角解读英语广告汉译时之增译策略

On the Addition Strategy of Translating English Advertising into Chinese from the Perspective of Skopostheorie

广告作为一种特殊的文体有其特殊的语言风格又有其明确的商业目的性,这就直接决定了其翻译绝不仅仅是文字之间的简单对应翻译。语言和文化的巨大差异成为广告翻译中的首要因素,而是否达到广告的功能和目的则是衡量终极译文的成败之标准所在。德国功能学派提出的"目的论"认为翻译的目的决定手段,翻译应以实现译文在译语文化中的预期功能和目的为首要原则,即目的法则。由此,英文广告汉译时的增译策略在此理论的视角下得到了充分解读。

Advertising has its own special language style and set commercial purpose,which directly leads to the fact that the advertising translation is not merely word-for-word rendering but the language and cultural factors should be put into careful consideration and the criteria on the translation would be placed on whether the ultimate purpose of advertising is achieved.The German Functionalists put forward ＂Skopostheorie＂,which holds that ＂end justifies means＂,taking the expected function and purpose accomplished in the target situation as the top principle,ie,＂Skopos rule＂.Based on＂Skopostheorie＂,the important use of addition in advertising translation has been properly read.