目的论指导下的英语商业广告翻译策略初探

A Tentative Study on Translating Strategies Used in Commercial Advertisement Translation from English to Chinese un der Skopos Theory

目的论注重译文在译语文化环境中所预期达到的交际功能。商业广告具有简洁、准确、生动的特点。英语商业广告在翻译成汉语时,其特点有直译、多四字词语,多对称形式、增译、押韵、重复等翻译策略,以使翻译文本既具有广告效应,又遵循中国语言文化中的表达习惯。商业广告的目的在于用最少的词汇传递给消费者最多的信息量,并产生最大的经济效益。目的论为英语商业广告翻译提供了理论依据。

Skopos Theory focuses on translation in the target language cultural environment and is expected to achieve the com municative function.Commercial advertisements are usually concise,accurate and vivid.Translation strategies such as literal trans lation,using four-character words,symmetric form,amplification,focusing on melody or repeating words will be used in transla tion,which not only has the effect of advertising but also follows the idiomatic expressions in Chinese language and culture.The purpose of commercial advertising is passing the maximum information to the consumer with minimum vocabulary,and thus to produce the greatest economic benefits.Skopos Theory provides commercial advertising translation with a theoretical basis.