On Translation Strategies of Commercial Advertisements From the Perspective of Skopos Theory

In a highly competitive market,excellent advertising translation can better promote brands.By adopting the three principles of Skopos Theory,this paper discusses the E-C translation strategies of commercial advertisements based on specific advertising translation cases,and proposes translation methods of literal translation,free translation,paraphrase,and augmentation,as well as rhetorical methods of homophonic puns,aiming to improve the quality of commercial advertisement translations,enhance the publicity effect,and achieve brand marketing.

Research on the Chinese Translation of Brand Advertisements from the Perspective of Skopos Theory

This study is based on the Skopos theory,using the translation of selected brand advertising slogans as examples.It analyzes the characteristics of advertising slogans and summarizes translation strategies to illustrate the research value of translating advertising slogans into Chinese.This research aims to help domestic consumers accurately understand the meaning of imported product advertisements and provide reference for the translation of domestic brand advertisements,thereby contributing to the development of national enterprises.

Analysis of the Subtitle Translation of The Shawshank Redemption from the Perspective of the Skopos Theory

Translation is an important communication skill between different languages.In modern society,audiovisual products are distributed to worldwide areas as a popular means of mass media.As the globalization of economy and culture is advancing in the new century,audiovisual subtitle translation plays an increasingly important part.Good subtitles can enhance the audience’s experience of appreciating foreign films and make cultural communication more effective.This thesis conducts a brief survey on the strategies for film subtitle translation using the case study of the famous film The Shawshank Redemption.In this paper,based on Skopos theory,the author made a comprehensive analysis of subtitling activities and pointed out that subtitling,as a specialized area of translation,is not only guided by translation studies but also under the constraints of film properties.The Skopos theory of film subtitle translation is to provide,within the constraints of time and space,a well-translated subtitle that can contribute to a good understanding of what is happening on the screen.In short,the end justifies the means.Therefore,during the process of subtitle translation,the subtitler should take all the factors into consideration to identify the translation purpose,and then adopt corresponding translation strategies.From this perspective,the author takes the Skopos theory as instruction and applies the reduction and addition method to analyze the film subtitle translation.In the age of globalization,foreign films are increasingly entering people’s lives.Watching foreign films is a popular and effective way to understand foreign cultures.However,in China,subtitle translation has not attracted as much academic attention as it deserves and few theories could be appropriately applied to subtitle translation.Therefore,the author hopes that subtitle translation could be paid more attention in terms of cross-cultural communication.

The Translation Strategies of Chinese Reduplicated Words From a Skopos Theory Perspective

This paper explores the translation strategies for Chinese reduplication to English from the perspective of Skopos theory. Drawing on previous research on the semantic functions of reduplication, the paper analyzes the three main types of semantic changes in Chinese reduplicated words: intensification of meaning, moderation of meaning, and addition of meaning. The paper then proposes different translation strategies for Chinese reduplication, including same-word repetition, near-synonym repetition, “have a try” form, “noun(pl.) + of” form, and “all”, “each”, and “every” pattern. Finally, the paper emphasizes the importance of understanding the intended communicative function of the reduplicated words and the need for flexible handling in order to achieve a natural translation with better readability.

论对外宣传翻译中的Skopos原则

译文功能理论为翻译理论研究提供了一种新视角,而对外宣传翻译强调的就是译文功能,即让更多的国家了解我们国家、组织和企业。对外宣传翻译质量的高低决定对外宣传的效果,影响目标受众对宣传对象的理解和认识。因此,在对外宣传翻译中遵照Skopos翻译原则,有助于表达原文意图和达到对外宣传的目的。Skopos翻译原则为对外宣传翻译工作者提供了切实可行的翻译策略和技巧。

A Study on Translation of Tourism Literature-from the Perspective of Skopos Theory

Tourism literature is a window for foreigners to know China and a medium for publicizing Chinese culture.Increasing the quality of translation of tourism literature is of great significance in promoting Chinese tourisms' further development.This paper explores the strategies to deal with the translation of tourism literature,taking Skopos Theory as the theoretical base.

Translation of Automobile Brands from the Perspective of Skopos Theory

With the steady growth of the Chinese economy,more and more countries are focusing on China.A great number of brands are entering the Chinese market and auto brand is one of them.Brand translation plays an important role for success of opening international market.This paper applies the Skopos theory to automobile brand translation,so as to provide a new angle to translation practice.

The Comparison of Two Chinese Versions(CUV and TCV) of Bible from the Perspective of Skopos Theory

Bible has a lot of Chinese versions, among which The Chinese Union Version(CUV) and Today's Chinese Version(TCV) are most popular. The skopos of CUV is for Chinese Christians while the skopos of TCV is not just for Chinese Christians but also for the non-believers. Different target readers decide different skopos of translation. The comparison of CUV and TCV of this essay will focus on the word choices and sentence patterns to illustrate the point. Concerning the word choice, CUV uses a lot of classical words that are hard for readers today to understand. As to the sentence pattern, CUV version is generally literal translation to be loyal to God. On the contrary, because of different skopos, TCV version is very free translation. We can not deny the fact that TCV using free translation is under the influence of Nida whose dynamic equivalence is influential during the1970s especially in the Bible translation. However, from the prospective of Vermeer's theory, the prime skopos of TCV is to help non-believers understand and be willing to read Bible. Strange sentences and vague meanings will prevent them from go on reading it. Since I am also a Christian, at the end of the essay I will illustrate the limitation of both versions from a Christian's perspective.

On Interpretation Teaching Strategies from the Perspective of Skopos Theory

In order to strengthen communications and cooperation with various fields of other countries, the demand for translators and interpreters has increased dramatically. At the same time, the quantity and quality of translators will be faced with more and more requirements of the employment market. Therefore, as a compulsory and main course for English majors in many colleges and universities, interpretation teaching has been challenged for a long time. How to train a great number of qualified interpreters rapidly and effectively has become an urgent issue. Based on reviewing the theory of Skopos theory and analyzing the status quo of interpretation teaching for undergraduate English majors, some new thoughts for interpretation teaching are proposed.

Performance-oriented Drama Translation from Skopos Theory: A Case in my Chinese Translation of Translations

Based on the guidelines set by Ningbo Theatre who asked me to translate translations and features of performance-oriented drama, this commentary will deal with how I translate characters and cultural specific items from prospective of skopos theory and explain the reason why I translate it this way.I am required to present vivid characters and bridge the cultural gap while translating. During the process of translation, I try to use specific words or local dialect to differ one person from another. Sometimes, I make one person's language less colloquial which is consistent with his own personality. When encountering some cultural barriers that would make audience confused, I adopt domestication to translate the dialogue. I will add some explanatory words to make audience get to know it and free translation to avoid cultural confusion. In this commentary, six examples are given to show my strategies of translating this book.

Skopos:The Central Theory of Functional Approach

Skopos is the central theory of functional approach. In this article, firstly, it will discuss Katharina Reiss's Skopostheorie. Secondly, it will explain Has. J. Vermeer's Skopostheorie. Thirdly, it will analyze Justa Holz-Manttari and Chrisriane Nord's Skopostheorie. Finally, it will give some opinions the importance and practicality of Skopostheorie in the translating.

University Profile Translation Based on Skopos Theory

University profile translation belongs to publicity translation and is different from other translations in style.Its main functions are informative and vocative.Skopos theory is one of most important theories in German functionalist approaches.According to the theory,translation is an action with a certain Skopos.The purpose decides the translating process.Therefore,this paper is aimed to explore the translation of Chinese university profiles from the Skopos theory from the angle of translational skopos and source text analyzing.By exemplification and comparison between the source texts and translated texts,it is concluded in the paper that adaption is available in translation strategy-selecting in order to achieve its informative and vocative function.

A Study on Translation Approaches to Commercial Letters of Credit under the Guidance of Skopos Theory

According to the customs,by the end of 2011,the whole value of Chinese foreign trade is two thousand nine hundred and ninety four billion dollars,by the end of 2009,5 percents of the accounts of Chinese foreign trade with a value of fifty hundred billion dollars are unpaid.Most of the financial loss are caused by wrong translation of documents.The letter of credit is the most important way of payment in the international trade,so great attention should be paid to the translation of this type of document.Until now,the study against the translation of the letter of credit is scant.This paper will apply the skopos theory put forward by Hans Vermeer and developed in Germany in the late 1970s to guide the translation practice of the letter of credit.

A Study on Translation of University Inspirational Speech In Light of Skopos Theory:A Case Study of 2014 AmericanCommencement Speech

University Inspirational Speech(UIS), as a significant part of American's higher education, is considered as an encouraging, convincing and motivating lesson to students. UIS might have a great effect on student's outlook of life, helping them to grow as adults armed with noble ideals and entrepreneurial spirits. In order to convey the spirit of original speakers, it is crucial to choose a proper translation theory as a direction. Based on Skopos theory, the paper studied 2014 American UIS translation from the aspect of three rules of Skopos theory, presenting the application of the theory in translation process and to find out how the Skopos theory guides a translation process.

From Equivalence to Skopos: A Theoretical "Dialogue" between Nida and the Functional School

Dynamic Equivalence and Skopos Theory are two important translation theories in the fields of translation, which many scholars spare no efforts to research on. This short essay intends to compare and complement between Nida's Dynamic Equivalence and Skopos theory after briefly reviewing these two translation theories. It is aimed for helping readers improve their translation skills via stimulating them to consider translation issues from different angles, such as the nature of translation, the target of translation, translation market, cultural constrains, translation process, translation effects, and etc. And this essay focuses on Nida's Dynamic Equivalence and Skopos theory, a part of functional theories via comparing and harmonizing these two translation theories.

Research on the Chinese Translation of English Inspirational Speeches on Campus in USA:A Skopos Approach

A great inspirational speech has power.Too often,people abandon their dreams due to various setbacks.After some time,their beliefs in themselves vanish and remain dormant until something can get them going again.Inspirational speeches have the power to do just that,waking up their beliefs and getting them motivated again.This paper is a study of the Chinese translation of English inspirational speeches on campus in USA under the framework of Skopos Theory and also can be a guide for those who are devoted to translating English inspirational speeches into Chinese.It is helpful for them to achieve an accurate,influent and felicitous translation by applying appropriate translation strategies.Before starting the research,eighteen English inspirational speeches in Inspirational Speeches on Campus in USA by Wang Ruize are selected as ST.

A Study of the Translation of English Legal Vocabulary under the Guidance of the Skopos Theory

With the rapid development of society,most of countries around the world are all attaching importance to the construction of the rule of law.Many countries are drawing lessons from each others’excellent legal achievements.Legal translation is an important branch of translation field and is playing an increasingly essential part in legal changes.With the deepening of China’s rule of law,China’s construction of legal system has stepped into a new phase.A large number of excellent Chinese legal documents are being translated into English,and many laws of Britain and America also have been translated into Chinese.The globalization of law has been an irreversible tendency.With the vigorous development of legal translation,how to correctly translate foreign legal achievements into Chinese has become a very arduous task for translators.The research field of legal translation includes the study of vocabulary,discourse,sentence and so on.The quality of translation of English legal vocabulary is key to deciding the quality of the whole translation of the legal text.Guided by the Skopos theory,which is a well-known theory put forward by German School of translation,the author makes a preliminary study on the translation of English legal vocabulary.By using and analyzing example sentences,the author makes summary about five characteristics of English legal vocabulary:common English vocabulary expressing legal meanings,use of ancient English vocabulary,parallel use of synonyms,use of modal verbs,use of professional terms and legal jargon.On the premise of conforming to the Skopos theory,four strategies of translating English legal vocabulary are summarized by the author according to these characteristics of English legal vocabulary,which are respectively fuzzy processing of English legal vocabulary,giving play to translators’subjectivity,possessing consciousness of legal texts,correct use of domestication and foreignization.The author stresses the important role of translators’subjectivity in the translation of English legal vocabulary,the correct use of domestication and foreignization and lastly links characteristics of English legal vocabulary,the Skopos theory and strategies of translation of English legal vocabulary effectively.The study has the certain innovation and reference significance in improving the quality of legal translation.

A Comparative Study on English-Chinese Translation of The Borrowers from the Perspective of Skopos Theory

When translating children's literature, the characteristics of the target readers can not be neglected. However, in thetranslation of literary works in China, translation of children's literature in China has always been ignored. E-C translation practicein children's literature and the theoretical study are of imbalance. When it comes to the theoretical study of E-C translation of chil-dren's literature, it is far backward. Skopostheorie holds that the purpose of translation is the primary rule to be followed, and pro-vides children's literature translation with theory evidence. The Borrowers was introduced into China in 1990, highly appreciatedby readers. However, the related research in the translation of this book is poor. This paper takes Skopostheorie as the theoreticalframework and combines the characteristics of children's literature, discussing the different Chinese translation versions of the Brit-ish children's literature The Borrowers. This paper makes a comparative analysis on the advantages and disadvantages of differentChinese versions, and summarizes the methods of translating children's literature.

Translating Chinese Internet Buzzword into English from the Perspective of Skopos Theory

The popularity of the Internet in China has led to the creation of numerous Internet buzzwords with both unique semantic features and cultural connotations.Based on the Skopos Theory by Vermeer,this thesis investigates the application of Skopos Theory to the translation of newly-created Chinese Internet buzzword.This thesis analyzes five translation strategies for these Chinese buzzword created and translated during the four-year period from 2010 to 2013.The strategy in translating Internet buzzword includes literal translation,free translation,transliteration,literal translation with notes and innovative translation.The result shows that to convey both the semantic and cultural connotations effectively,the application of Skopos theory is a key to the successful translation of these buzzwords from Chinese into English.

Translations of Architecture Culture in Hong Lou Meng according to Skopos Theory

Skopos theory was firstly proposed by Vermeer in 1970s as a term for the purpose of translation and the action of translating.This paper mainly analyzes the translations of architecture culture in two versions of Hong Lou Meng according to skopos theory.