从目的论视角看广告翻译的再创造

Re-creation in Translating Advertisements: A Skopostheorie Perspective

目的论是德国功能学派的奠基理论,它认为翻译不是简单的语言转换,而是一种有目的性的活动。广告是一种特殊文本,它的目的是AIDMA,即首先要引起读者的注意,继而要唤起读者的兴趣,再而激发读者的渴望,然后要让读者形成记忆,终而使读者做出购买的行为。把翻译当作是一种有目的的交际行为,对广告翻译具有重要的实践指导意义。在广告翻译的实践中,译者要从目的原则出发,兼顾语言层面、文化层面以及消费者心理层面,对广告翻译进行再创造。

Skopos theorists consider translation as a purposeful communicative action rather than a simple lin- guistic transformation. The purposes of advertisements can be best summarized as AIDMA, i. e. catching the readers＇ Attention, arousing their Interest, stimulating their Desire, consolidating their Memory, and taking purchasing Action. Approaching from the Skopos theory, the translator may re-create advertisements while duly taking into account linguistic features, cultural differences and consumers＇ Dsvcholoaw.