基于目的论的奢侈品广告翻译策略研究

Research on translation strategies of luxury goods based on the theory of destination

文章以功能学派翻译理论---目的论为依据,通过对奢侈品广告翻译的本质,语言特点和目的进行分析认为,不应该拘泥于广告的内容与形式,需顺从目标语的文化特征,将如何把源语广告的目的与功能再现于译文中当做最终目标。文章还以实例验证灵活使用多种翻译策略的必要性。

Based on Vermeer’s Skopostheorie--theory of functionalist approaches, and after analysis of the nature, language feature and purpose of the luxury advertising, the paper suggests that the translation of this advertisement should not be stick by the content and format. It should follow the cultural tradition of target language, and regard the function of the advertisement as the final goal. Furthermore, the paper employs the representative examples to demonstrate the necessity of adopting the strategies.