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.

Analysis on Application of Pragmatic Translation Skill Structure Model in Translation Teaching

As the core content of pragmatic translation teaching research,pragmatic translation skill is closely correlated with translation technique and operation field.Viewed from the current English teaching situation in colleges and universities,translation skill is not cultivated as an independent language competence.Moreover,its research is insufficient.On account of this,the author first gives an introduction to pragmatic translation skill and pragmatic translation skill structure model in this paper.On this basis,the author also analyzes the application of pragmatic translation skill structure model in translation teaching.

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 Study of Subtitle Translation Standard Degree from the Perspective of the Skopos Theory

Nowadays,it is unprecedentedly convenient to watch British and American TV series and films in China because of the contribution of Fansub( short for fan-subtitled) Group-the organization of fans that translates foreign films or foreign television programs and subtitles them into a language other than that of original.To many audiences,watching Fansub Group's works is not only a recreational activity,but also an effective way to learn authentic English.This paper,from the perspective of the Skopos Theory,established reasonable standards of appraising subtitle translation and analyzed over 900-minute subtitle translations according to the set standards.This paper has drawn the conclusion that in spite of some trivial deficiencies,Fansub Groups' translations,with diverse characteristics,are generally qualified to satisfy audiences ' different needs.

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.

Studyon the E-C Translation of Financial NewsHeadlines inthe Context of the Skopos Theory

As the heart of news,financial news headline determines whetherpeople are interested in the content.The purpose of translating financial news headlines is to accurately convey the financial information of foreign media to domestic readers and attract domestic readers’attention by means of rhetoric,typesetting,and so on.This paper mainly discusses how the Skopos Theory is applied in translating financial news headlines through case studies.In the context of Skopos Theory,translation principles for different financial news headlines will also be explored and summarized.

Different Functions,Different Strategies——The Application of Functional Translation Theory in Pragmatic Translation

By illustrating news reports,tourist materials,public notices and advertisements,the guidelines of functional translation theory approach to the pragmatic translation are explained.Translators should adapt different translation strategies according to the texts'functions.

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.

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.

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.

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.

The Translation Strategies of English Numerical Idioms Based on Skopos Theory

Number, as an indispensible part of language, shows the cultural differences among different languages with its unique charm. And idioms play a crucial role in the studying of language with its characteristics of briefness and vividness. So the numerical idioms as a combination of numbers and idioms play an important part of language. The numerical idioms in both English and Chinese have their own strong ethnic color because of their cultural differences. Only by the way of understanding the cultural meanings of the numerical idioms deeply, can the translation of numerical idioms be more vivid and more expressive. The following essay is going to give a brief discussion of the translation strategies of English-Chinese numerical idioms based on the skopos principle of skopos theory. It will make the communication between America and China better and more effective.

Comparative Study of Chinese Bible Translations from the Perspective of Skopos Theory

It is universally acknowledged that the holy Bible has played a significant role in both Christianity and literature field. In China, translating Bible also enjoyed a long history and so far over 30 Chinese Bible translations have been produced. Along with age-old Bible translating practices in China come with varied Chinese Bible versions, due to the fact that different translators adopt different translational skopos. Skpos theory, mainly coined by Vermeer, has been quite popular in recent years. This purpose-based translation theory has ignited paradigm shift in translation study from the source text to target text. This paper will be attempting to conduct a comparative study of two most popular modern Chinese Bible versions, CUV (Chinese Union Version) and TCV (Today's Chinese Version). By comparing two versions of the same extract, this article aims to apply Skopos theory into analyzing each translator's decisions and strategies from domestication and foreignization.

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.

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.