目的论视域下汽车广告语翻译方法分析

Analysis of Translation Methods for Automobile Advertising from the Perspective of Skopos Theory

在经济全球化浪潮中,国外不同品牌的汽车先后进入中国市场,国内汽车行业市场日渐扩大,并保持良好态势。为了打开销路,维护品牌地位,汽车广告宣传必不可少。因此,汽车广告宣传语的汉译,对中国特色文化背景下消费者的影响不可忽略。本文依据汉斯•弗米尔(Hans Vermeer)的目的论三原则,即目的原则、连贯原则、忠实原则,分析汽车广告语的语言特点及其翻译原则、文化差异,归纳汽车广告语翻译要求,总结汽车广告语的有效翻译方法。

In the world of economic globalization, foreign automobile of different brands have successively entered the Chinese market, and the Chinese automotive industry market is gradually expanding and maintaining a great momentum of development. To open up sales channels and maintain brand status, automobile advertising is extremely necessary. Therefore, in the context of Chinese culture, the Chinese translation of automobile advertising cannot be disregarded. Based on Hans Vermeer’s Skopos theory—Skopos Rule, Coherence Rule and Fidelity Rule—this paper analyzes the advertising language features as well as its translation principles, cultural differences, summarizes the translation requirements and effective translation methods of automobile advertising.