目的论指导下的广告文本翻译策略研究

On Translation Strategies of Advertising Text from the Perspective of Skopostheorie

目前应用翻译领域的诸多翻译策略都被归入了目的论功能主义的大旗下,由于目的论的包容性,凡是能达到翻译交际目的的一切手段,几乎都是目的论原则下的策略。广告翻译不仅仅是两种语言间的转换,更是文化内容的传播,也是商品信息和商品理念的一种传递。在广告文本翻译中,应依据不同的广告文本、广告商品的特性、广告商或广告产品的生产商的要求、广告译文接受者的群体特征以及广告传播媒体的特征对直译、意译、增译、删译和创译等五种翻译策略加以灵活运用。

Skopostheorie is a relatively new model on translational studies,and plays an essential role in the functionalist approach. Advertisement translation alludes not only to the transformation of between two languages,but also to the transition of goods information and ideology as well as the transmission of culture. The application of Skopos rules to advertisement translation involves achieving the purpose of translation communication,in which translation principles and strategies such as advertisement related aspects as well the requirements from manufactures and target audience should be taken into account.