摘要
随着世界经济文化的发展,翻译行为日益趋向多元化,在传统的翻译理论框架内难以充分地解释各种复杂的翻译行为,传统的"信、达、雅"翻译原则也已无法完全适应广告这种特殊文体的翻译。功能派的翻译理论———目的论认为翻译是有明确目的的跨文化交际行为,它遵循目的性原则、连贯性原则和忠实性原则,从而修正了传统的"信、达、雅"原则,确立了新的广告翻译原则,给广告翻译注入了新的活力。
The behavior of translation has been gradually diversified as a result of the development of world economy. It is generally agreed that translation behavior cannot be adequately explained within the framework of traditional theories and traditional principles of translation such as 'faithfulness, expressiveness and elegance' which are no longer valid in expounding and guiding advertisement translation-the translation of a unique text. Skopos-theory, which emphasizes the function of target texts, maintains that translation is a purposeful intercultural activity and that translation follows the skopos rule, the coherence rule and the fidelity rule. Hence by rectifying the traditional principles of 'faithfulness, expressiveness and elegance', it gives impetus to advertisement translation.
出处
《湘潭工学院学报（社会科学版）》
2003年第3期64-67,共4页
Social Science Journal of Xiangtan Polytechnic University
关键词
目的论
广告翻译
忠实
功能
目的性原则
skopos-theory
advertisement translation
fidelity
function
skopos rule
