论目的论对广告翻译的指导意义

The guiding significance of the theory of skopos theory in advertising translation

费米尔所提出的目的论不但是德国功能学派的主体理论,也为西方翻译理论的发展作出了杰出贡献。诺德在认同费米尔的目的原则基础之上,提出了连贯和忠实法则。本文以目的论为指导,从目的论的三法则:目的、连贯、忠实来具体分析广告翻译中的一些实例,指出要实现广告翻译的预期目的,译者就要了解消费者的消费心理,了解目的语的文化语境,运用修辞手法来增加广告效果。

H.J.Vermeer puts forward skopos theory which is not only German function school＆#39;s main theory, but also has made an outstanding contribution to the development of Western translation theory. On the basis of skopos rule, Nord proposes coherence rule and fidelity rule. On the guidance of skopos theory, this paper is to analyze some cases of advertising translation with three rules of skopos, coherence, and fidelity. It points to achieve the intended function of advertising translation, the translator should understand the consumer psychology, understand the target language cultural context, and use rhetorical devices to increase advertising effectiveness.