目的论视域下的商业广告翻译

Commercial Advertisement Translation from the Perspective of Skopos Theory

经济全球化带动了跨文化商业广告的发展。商业广告翻译的成功不仅影响着相关企业的利益与发展,也关系着有效的跨文化传播与交流。目的论认为,翻译应以目的为导向,应忠实于原文的交际功能与目的。本文通过对跨文化商业广告翻译实例进行分析,探讨了目的论视域下商业广告翻译的策略与技巧。

Stimulated and enhanced by economic globalization, cross-cultural commercial advertising is developing rapidly. Advertisement translation poses influence not only on related business benefit and development, but also on the effectiveness of cross-cultural communication and interaction. According to Skopos theory, cross-cultural commercial advertisement translation should be purpose-driven, consumer-oriented so as to achieve the expected communicative functions and commercial effects. Through analyzing practical examples of advertisement translation, this paper, in light of the Skopos theory, explores translation strategies and skills employed accordingly.