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.

Transcreation in Advertisement Slogans from the Perspective of Communicative Translation Theory

Through in-depth analysis of advertisement slogans,the present study probes into the unique contribution of trancreation in conveying brand messages and triggering emotional resonance of the audience.The study firstly outlines theoretical basis of transcreation from the perspective of Communicative Translation Theory,emphasizing its uniqueness in the traditional translation paradigm.Then the four key steps of transcreation,including in-depth understanding of the brand essence,sensitive response to cultural differences,flexible use of language skills,and incorporation of creative elements,are examined by means of case analysis in advertisement translation.Finally,the article sums up the positive impact of transcreation on cultural exchange,brand communication and translation field,particularly in the era of globalisation.

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.

A Comparative Study of Chinese Translations of Tagore’s Stray Birds From the Perspective of the“Three Beauties Theory”

For more than 60 years,Mr.Xu Yuanchong has been devoted to education.He has not only made remarkable achievements in translating from and into Chinese,English,French and other languages,but has also developed his own unique concept of translation.Since 1950,he has always adhered to the“Three Beauties Theory”,believing that translation should not only rely on the original text,but also realize the“beauty of meaning”,“beauty of sound”,and“beauty of form”.Based on Xu Yuanchong’s“Three Beauties Theory”,this paper takes Zheng Zhenduo’s and Feng Tang’s Chinese translations of Stray Birds as an example to explore in depth the specifics of poetry translation theory.The study summarizes the similarities and differences between these two translations in embodying the“three beauties”,providing insights into the Chinese translation techniques of philosophical prose poems.This endeavor seeks to offer valuable insights for the comparative study of Stray Birds translations。

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.

Research on Chinese-English Translation of Enterprise Publicity Materials from the Perspective of Adaptation Theory

As the process of economic globalization continues to advance,China has undergone earth-shaking changes.High-quality products and promotional materials are crucial for Chinese companies to go global and build their brands.The English translation of external promotional materials is crucial.However,some companies do not pay enough attention to their publicity,resulting in a low international status.This paper analyzes the Chinese-English translation of enterprise external publicity materials from the perspective of adaptation theory,thereby exploring the translation strategies adopted under the guidance of adaptation theory,hoping to provide some references for related translation practices in the future.

The Translation of Chinese Literature under the Theory of Translation Compensation

In order to promote the exchange of Chinese culture with foreign countries,translators bear an important mission in the process of cross-cultural communication.Although there are cultural differences,we can achieve cultural dissemination and exchange through continuous cultural dialogue.As an important way for foreign scholars to understand the history of the Shang and Zhou Dynasties in China,the translation of historical texts is crucial.Multiple typical cases are selected under the guidance of the translation theory of compensation to use relevant methods or techniques from the three levels of language,culture,and aesthetics to compensate for the loss of Li Xueqin’s The Origin of Ancient Chinese Civilization in English translation proofreading.

Type Synthesis Method for the Translational Decoupled Parallel Mechanism Based on Screw Theory

Coupling is the significant characteristic of parallel mechanism,while it is just the coupling that brings about much difficulty for the configuration design,theoretical analysis and the development of the control system of the parallel mechanism. And recently,the research on the decoupled parallel mechanism becomes one of the research hot points in the mechanism fields. In this paper,a type synthesis method for the translational decoupled parallel mechanism( TDPM) is proposed based on the screw theory. To achieve the decoupling characteristics of the translational parallel mechanism,the translational decoupled criterion for type synthesis of the branches are presented in this paper. According to this criterion and the realization conditions of rotational degree of freedom of the mechanism proposed former,a large number of branches for the TDPM are obtained. Taking the three degrees of freedom( DOFs) TDPM as an example,the process of type synthesis is discussed in detail. Using this proposed type synthesis method,a serial of translational decoupled parallel mechanisms, including but not limited to all the existing typical 3-DOF TDPMs, are obtained, which identifies the correctness and effective of the method. The contents of this paper provide a reference and possess significant theoretical meanings for the synthesis and development of the novel decoupled parallel mechanisms.

Type Synthesis of Fully Decoupled Three Translational Parallel Mechanism with Closed-Loop Units and High Stifness

In order to solve the problem of weak stifness of the existing fully decoupled parallel mechanism, a new synthesis method of fully decoupled three translational (3T) parallel mechanisms (PMs) with closed-loop units and high stifness is proposed based on screw theory. Firstly, a new criterion for the full decoupled of PMs is presented that the reciprocal product of the transmission wrench screw matrix and the output twist screw matrix of PMs is a diagonal matrix, and all elements on the main diagonal are nonzero constants. The forms of the transmission wrench screws are determined by the criterion. Secondly, the forms of the actuated and unactuated screws can be obtained according to their relationships with the transmission wrench screws. The basic decoupled limbs are generated by combination of the above actuated and unactuated screws. Finally, a closed-loop units construction method is investigated to apply the decoupled mechanisms in a better way on the high stifness occasion. The closed-loop units are constructed in the basic decoupled limbs to generate a high-stifness fully decoupled 3T PM. Kinematic and stifness analyses show that the Jacobian matrix is a diagonal matrix, and the stifness is obviously higher than that of the coupling mechanisms, which verifes the correctness of the proposed synthesis method. The mechanism synthesized by this method has a good application prospect in vehicle durability test platform.

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.

A Study on German Translation Strategies of Culture-Loaded Words in Documentary Hexi Corridor(Expert)by Adaptation Theory

This paper deals with the translation strategies of Chinese Culture-Loaded Words from the perspective of adaptation theory.It is based on the translation text of the sixth episode“Silk Road”and the seventh episode“Dunhuang”of the documentary Hexi Corridor.Many words with Chinese cultural connotations appear in the subtitles of this documentary.This paper will be divided into four parts.The first part and the second part deal with the basic theories,i.e.,definition of Chinese Culture-Loaded Words and of adaptation theory.The original text is analysed in the third part.This part deals with the background and specifics of the language of the documentary film Hexi Corridor.The fourth part deals with the difficulties encountered by the author in translation practice and the corresponding solutions adopted by the author.The translation difficulties are solved by five translation methods,namely transliteration,loan translation,substitution,interpretation,and adaptation.

On the Translation of Iconography of the Decorated Writing-Paper of the Ten Bamboo Studio Based on the Theory of Translational Action

Based on the theory of translational action of the functionalism,this paper selects three aspects,translation as an inter-cultural and communicative action,a purposeful text-processing action and an inter-personal action,to analyze the important issues as well as the translation strategies,methods and techniques adopted in the translation of Chinese allusions.The study shows that the theory of translational action is important for the translation of allusions and that it helps to modify the target text.The translator,also the author of this paper,hopes that this study will be useful for the translation of allusions and the publicity of traditional Chinese culture across the world.

Similarities and Differences of Chinese Translation Theories And Western Translation Theories

Translation theories are based on the different languages and cultures.The difference is not clearly defined,so there is a place of mutual integration that can be used interchangeably.Theyall regard author’s meaning and style as a core to translate a good product.Comparatively,Chinese theories focus on expressing the general meaning of the author,but Western theory emphasizes equivalence of details on translation and response of reader.In the translation practice,according to different theoretical texts and different stages of the translation process,the Chinese and Western translation theories are combined to apply them for making up for each other's deficiencies,which can help our translators to solve the problems in the process of translation improve the construction of Chinese theories.

An interpretation of J. C. Catford＇s A linguistic theory of translation

J. C. Catford is a world-renowned British linguist and translation theorist, and also an outstanding representative of the linguistic school of translation. His famous work A linguistic theory of translation was first published by Oxford University Press in 1965, and republished in 1967. It was among the list of the series of language and linguistic studies of Oxford University. This essay attempts to interpret this great book in five aspects, namely, definition of translation, types of translation, translation equivalence, transference, and limits of translatability, and tries to probe into the positive impact of its theories on the development of translation theory and its limitations.

Brief Introduction to Chinese Translation Theories

Translation,as an activity in human history,has been discussing heatedly.In general,since mankind started translation activities,the study of translation has never ceased.Discussions about translation have become so frequent that various translation theories have been formed gradually in Chinese.The thesis gives a brief introduction to Chinese translation theories and the reasons of their existing.At last,as to the issue of establishing the Chinese translation theories,the author agrees to establish Chinese translatology.

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.

On the Study of the Translator's Position in Traditional Translation Theories

In traditional translation theories, the author and the translator, the original text and the translated text are in the binary oppositions. Both author-centeredness and text-centeredness are in authoritative positions. Moreover, there are some incorrect viewpoints about the translator's position in the traditional translation theories. In this case, this paper will analyze the translator's position in the traditional translation theories comprehensively.

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.

On the Translation of Hybridity in the Chinese Version of Saving Fish from Drowning in the Light of Bakhtin's Theory of Dialogue

In translation, hybridity often poses a big challenge to the translator, especially when the hybrid text is a novel. The au-thor of this paper hopes to contribute to the study of the translation of hybridity in English novels by drawing on Bakhtin's theory ofdialogue. By analyzing the translation of linguistic hybridity in Saving Fish from Drowning, the author of this paper finds that thetranslation by Caiju is not good enough and tries to provide a new direction by virtue of which translators can choose right transla-tion strategies.

A Discussion on Edwin Gentzler's Attitude towards Eugene Nida's Translation Theory

Eugene Nida was a linguist who developed the dynamic-equivalence translation theory.As a comparative literature and transla tion scholar from a younger generation,Edwin Gentzler examines the main points of Nida's translation theory from a deconstructionist perspective and challenges Nida's authority as a pioneer in the fields of translation theory.The paper analyzes Gentzler's criticism against Nida's work.