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.

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.

The Status Quo and Solutions of Translation on Five-ShuPionts of Acu⁃ puncture and Moxibustion from the Perspective of Skopos Theory in Last 30 Years

The standardization of the terminology of TCM,especially acupuncture point,is the basis and prerequisite for the modernization internationalization of TCM.In order to meet the needs of TCM academic exchanges,communication and teaching,this basic work is very urgent and significant.The research about acupuncture terminology translation process TCM for nearly 30 years in our country is of great significance to the translation for today's acupuncture points.According to the widely collecting relevant materials at home and abroad,we summarized the characteristics of the term translation and standardization of TCM acupuncture in various periods and tries to analyze the difficulty for the conduct of TCM terms and the reasons by using translation,linguistics and research methods,and put forward a solution to handle the problems which happened in the process of terminology translation.

On C-E Translation of the Web Profilesof Universities from the Perspective of Skopos Theory

The web profile of a university is a fast way for the outside to know about the university,and a gooduniversity web profile and its translation can not only establish a good image for the university,but also atractoutstanding students,knowledgeable scholars and successful entrepreneurs to visit and promote humanities andacademic exchanges.At present,the existing researches mostly focus on the national“985 Project”or"21l Project"universities.But it is believed that it does not represent the overall level of construction of English web profiles inChinese universities.Translation problems are even more common in some ordinary science and technologyuniversities as well as normal universities compared with these well-known universities in China.From theperspective of Skopos theory,this paper takes Chinese and English versions of the web profiles of Chineseuniversities as empirical materials and studies the translation of English websites of universities from the aspects oflinguistics,pragmatics and culture.It is expected that the preliminary exploration will be helpful to solve theproblems in CE translation(Chinese-English translation)of the web profiles of universities and to achieve thepurpose of extermal publicity,communication and cooperation.

An Analysis of the English Version of To the Sky Kingdom from Skopos Theory

Skopos theory proposes that the purpose of translation determines the translational action and translation should abide by three rules—Skopos rule,Coherence rule and Fidelity rule.For the unique style and fascinating stories,To the Sky Kingdom which enjoyed great popularity abroad contains distinctive Chinese traditional culture.Taking To the Sky Kingdom as the case,this thesis analyzes to translation strategies of the novel under Skopos Theory.The translator is found to have adopted domestication to attract foreign readers and make the translation coherent and foreignization is also employed to transmitting Chinese traditional culture.From the perspective of Skopos Theory,the combination of domestication and foreignization has achieved the anticipated purpose of the translation.

Translation Study on Figurative Rhetoric in Folding Beijing From the Perspective of Skopos Theory

HAO Jing-fang, a Chinese writer with her novel Folding Beoing, was awarded the 2016 Hugo Award, the top award in global science fiction community, the second for Chinese science fiction writers after LIU Ci-xin for his The Three-Body Problem, which stroke a strong shockwave to the science fiction community around the world. It cannot be denied that Ken LIU＇s translation has played an irreplaceable role in the success of Folding Beijing Unfortunately, there are a few studies on LIU＇s translation of Folding Beoing, let alone with Skopos theory. This paper refers to massive studies on it by scholars at home and abroad and is based on a careful reading of Folding Beifing, its translation counterpart and concludes that the translator adopts Skopos theory in translating figurative rhetoric by linking the three basic roles with the LIU＇s ideas on translation. This paper studies the translation on the figurative rhetoric in Folding Beijing and extracts so many typical sentences as to certify the flexible strategies and methods adopted by the author under Skopos theory, which conforms to the reading habit and taste of the target audience and provides a paradigm for the future translation of Chinese science fictions

Skopos theory and translating strategies of cultural elements in tourism texts

Tourism texts （shortened as TT） have become a principal means of promoting tourism in China. Cultural elements are abundant in those texts. Therefore, the proper understanding and rendering of such messages is the key to the quality of TT translation. Based on Skopos theory the paper focuses on the translating strategies of TT cultural elements.

A Comparative Study of the Two Translation Versions of Qiu Chuang Feng Yu Xi from the Perspective of Skopos Theory

Hong Lou Meng is one of the most important works in Chinese classical novels,and the author,Cao Xueqin,gave his own understanding of the feudal society and his exclamation of the fickleness of the world in the novel.Up to now,the novel and the poems in the novel are still of high artistic value.Qiu Chuang Feng Yu Xi,as one of the most artistic and representative poems in the novel,has been translated into English by many translators.Among the translations,Yang Xianyi’s translation and David Hawkes’translation have the highest artistic achievements.Yang Xianyi is a famous Chinese translator and David Hawkes is a world-renowned sinologist in Britain.Because of their distinct identities,their translation purposes and translation styles are totally different.Guided by German translator Hans Vermeer’s Skopos Theory,this paper investigates the prologues of the translations of Hong Lou Meng and the translators’biographies.The findings indicate the respective translation purposes of Yang Xianyi and David Hawkes and their trade-off choices of translation methods.By means of objectively evaluation of the merits and demerits of the two translation versions of Qiu Chuang Feng Yu Xi,the rationality of existence of the translations in a specific cultural background is explained.It is proved that Skopos Theory is one of the general methods for the English translation of poems in Chinese classical novels.

Exploring the Chinese-English Translation of Shanghai Road Signs From the Perspective of Skopos Theory

This paper applies the Skopos theory to discussing the principles of Chinese-English translation of road signs,namely conforming to international conventions and English expression norms,providing information,and showing local culture at the same time.

Translation of Biomedical Literature From a Perspective of Skopos Theory

The frontier studies about bio-medicine have a large blowout in recent years,so the translation of bio-medical literature is significant in terms of research.Under the guidance of Skopos theory,the authors analyze the use of different translation skills,such as,addition,omission,conversion,division,and combination,to solve the difficulties encountered in the process of translation.Such translations skills can help to overcome translation problems and achieve good communicative effect of scientific and technological texts.

A Skopos Theory-based Study of Translation Principles of Traditional Chinese Medicine Decoctions

English translations of Traditional Chinese medicine(TCM)terms and prescriptions need standardizing to minimize ambiguity as the popularity of TCM spreads globally.Herein an evaluation guide for translation of TCM decoctions in English into diverse social,cultural and medical systems,is proffered which integrates Skopos theory and Li Zhaoguo’s principles of English translation(conciseness of lexical composition,information accuracy,and similarity in lexical composition).Based on a case study of the traditional herbal medicine Mahuang Xingren Gancao Shigao Tang,direct translation methods with concise lexical composition are determined to most clearly convey the sophisticated and verbose original TCM prescription.

Comparison of Keyword Translations in Tao Teh Ching From the Perspective of Skopos Theory

Tao Teh Ching,which is commonly regarded as the greatest book of Taoism in China,is rich in meaning and profound in annotation.In spite of its limited length,it has a great impact on Chinese philosophy.Due to its great popularity,the number of its translations remains increasing,and the translations by different translators vary from each other.The authors make comparison between James Legge’s and Lin Yutang’s translations of some keywords in Tao Teh Ching.By studying the two translators’personal experiences and basing on the Skopos Theory,they find out that the translators apply different translation strategies because of their cultural backgrounds and translation purposes.

A Study on the English Translation of Network Buzzwords From the Perspective of Skopos Theory

With the advent of the electronic age,a wide variety of network buzzwords are enjoying rising popularity.Network buzzwords often reflect the social culture of a country,so their accurate translation emerges as an urgent problem for translators to solve.Starting from the characteristics of network buzzwords,this paper explores the English translation of network buzzwords based on Skopos Theory,aiming at enabling target language readers to better understand the meaning of Chinese network buzzwords and narrow the cultural gap between the two countries.

A Study of the English Translation Strategies of Chinese Film and Television Animation from the Perspective of Skopos Theory

The English translation level of domestic film and television animation not only affects the appreciation effect of English-speaking audiences,but also affects the communication and exchange of Chinese excellent culture in the world,and even affects the commercial interests of film and television production.With the increasing international exchange of various cultures,the traditional theoretical views on translation are no longer suitable for the enrichment and development of modern literary forms.Based on the Skopos Theory,this paper will discuss the translation strategies of film and television animation works and propose the translation methods of film and television animation,to enhance the communication and influence of Chinese culture.

The Study of Wu Ningkun＇s Chinese versions of The Great Gatsby from the Perspective of Skopos Theory

Skopos theory has provoked a lot of research interest among scholars since it was introduced in the 1970s, Skopos theory has formed a new perspective of translation practice and research by breaking the traditional idea of translation equivalence so to some extent it is an important supplement to translation theories. In Skopos theory, translation is considered to be a purposeful communicative action, and the specific translation purpose determines the whole translational action. Functionally adequate means that the translation should be adequate to the requirements of the translation and it works as the criterion of translation. Skopos theory enables translators to select appropriate translation strategies according to their own purposes, so as to effectively solve the dilemma in the translation process whether faithfully display the form of source text or flexibly retain the sense of the source text. The Great Gatsby is the masterpiece of the American writer Fitzgerald, F. S.. He not only depicted the intoxicating atmosphere of the unprecedented prosperity in American history after the First World War with vivid images and cheerful rhythms but also described the sorrows about the disillusionment of the ＂American Dream＂ after the war. This paper takes the Skopos of German functionalism as a point to analyze The Great Gatsby translated by Wu Ningkun from the perspective of skopos theory. Through the analysis of the specific translation of the selected paragraphs, I conclude Wu＇s translation strategies from lexical aspect, syntactic aspect and discourse aspect. In Wu＇s version he kept the styles, rhythms, and American thoughts of the source text by foreignization. His skopos is to offer an opportunity to broaden the horizon of readers who are hunger for new ideas and knowledge at that time therefor it is rather necessary to absorb the ＂exotic elements＂ in the his translations.

The Choice of Translation Strategy When Translating the University Prospectus—from the Perspective of the Skopos Theory

The Skopos Theory argues that the text type implies the function of the text,which then determines the choice of translation strategy.Therefore,to search for effective approaches to translate the university prospectus,the text type and function have to be firstly pinpointed.Analysis under the Skopos Theory on actual cases proves that comprehensive application of the instrumental translation and documentary translation according to the text function allows the translated version to better realize its function.

An Analysis of Translation from the Perspective of Skopos Theory--A case study of Xu Chi’s Chinese translation of Walden Lake

With the advent of globalization,there is an increasing number of foreign literary works have entered the field of vision of Chinese readers.Walden,Henry David Thoreau’s collection of classical essays,is popular because of its abundant content,profound significance,intelligent expression and unique views on life.From the perspective of Skopos theory,this paper closely combines translation theory with translation practice,taking the Chinese translation of Walden as an example,aiming at its linguistic characteristics,to provide some suggestions and solutions for its Chinese translation.There are many articles studying literary translation from the perspective of Skopos theory,but the combination of Chinese translation of Walden lake and Skopos theory is rare,so the study of this paper has certain practical significance.