从目的性理论看广告翻译

Skopostheories and advertisement translation

广告翻译具有极强的目的性。投消费者之所好 ,供消费者之所需 ,以打动他们的心弦 ,促成其购买行动 ,这是商业广告的惟一目的 ,也是广告翻译的惟一目的。本文从目的性理论 (skopostheories)和功能对等 (dynamicequivalence)的角度看具有跨文化交际功能的广告翻译。在翻译过程中翻译者扮演着实现原广告目的的翻译角色。广告翻译不仅仅是字面上的翻译 ,更重要的是功能上的对等。

The advertisement translation usually is not only a linguistic transfer, but also a cultural transfer. This paper attempts to discuss the relevance of the culturally oriented approach to translation studies, and the skopostheories to the cross cultural communication of advertisement translation. By outlining the Skopos for the translator to fulfill, the advertiser plays the key role of translation initiator in the translating process, the paper concludes that dynamic equivalence is the primary concern of translating of advertisement, and at times cultural transposition or adaptation is inevitable in this type of translating. This is not only legitimate, but also necessary, in the attainment of the Skopos.