从目的论浅析房地产广告的英译

作为商业广告之一种,房地产广告具有商业广告的共同特征,但因民族文化和心理的影响,又有其用词上的特殊性。英译实践中,译者应了解中英房地产广告的不同特征及背后的受众心理,基于目的性原理,采用归化策略,产生符合英美受众心理的英译,以达成广告的商业目的。

As a branch of commercial advertisements,real estate advertisements share common characteristics with other commercials.But influenced by national culture and thinking,they have unique features.Translators are supposed to understand the differences between Chinese and English-speaking people in thinking and culture,and from the perspective of Skopostheorie,adopt Domestication strategy to produce English translation which meets the thinking and aesthetics of English readers,hence realizing the commercial purpose of the ads.