功能目的论视阈下共享单车广告公示语翻译研究策略

THE STRATEGY RESEARCH ON THE TRANSLATION OF PUBLIC SIGN IN SHARING BIKE FROM SKOPOS THEORY PERSPECTIVE

广告公示语翻译是时下流行的宣传方式,具有强烈的目的性与实用性,能够以简洁的文字刺激消费者的购买欲望,从而促进商品的营销。文章概括了当前共享单车的发展现状及其广告公示语翻译所存在的几个问题,并从翻译功能目的论视阈下研究广告公示语翻译出发,通过穿插现实案例阐明广告公示语翻译目前存在的问题,随后指出共享单车广告公示语翻译所要遵循的三个原则——准确性、多样性和趣味性,为共享单车公示语翻译实际推广提出了几点建议,以期为后续相关翻译活动提供借鉴。

Advertising translation with a strong purpose and practicability is a popular way of publicity nowadays, which can stimulate consumers′ purchasing desire with concise words in order to promote the sales of goods. This paper sums up the problems that current sharing bike facing, and researches the translation of advertising public signs from the perspective of Skopos theory, clarifies the problems of advertising translation by real examples, then points out the three principles of advertising translation in sharing bike—accuracy, diversity and enjoyment. It can give some practical suggestions for the translation of sharing bike, in order to provide reference for subsequent related translation activities.