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。

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 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.

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.

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 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.

The Triple Helix of innovation as a double game involving domestic and foreign actors

Purpose:The collaboration relationships between innovation actors at a geographic level may be considered as grouping two separate layers,the domestic and the foreign.At the level of each layer,the relationships and the actors involved constitute a Triple Helix game.The paper distinguished three levels of analysis:the global grouping together all actors,the domestic grouping together domestic actors,and the foreign related to only actors from partner countries.Design/methodology/approach:Bibliographic records data from the Web of Science for South Korea and West Africa breakdown per innovation actors and distinguishing domestic and international collaboration are analyzed with game theory.The core,the Shapley value,and the nucleolus are computed at the three levels to measure the synergy between actors.Findings:The synergy operates more in South Korea than in West Africa;the government is more present in West Africa than in South Korea;domestic actors create more synergy in South Korea,but foreign more in West Africa;South Korea can consume all the foreign synergy,which is not the case of West Africa.Research limitations:Research data are limited to publication records;techniques and methods used may be extended to other research outputs.Practical implications:West African governments should increase their investment in science,technology,and innovation to benefit more from the synergy their innovation actors contributed at the foreign level.However,the results of the current study may not be sufficient to prove that greater investment will yield benefits from foreign synergies.Originality/value:This paper uses game theory to assess innovation systems by computing the contribution of foreign actors to knowledge production at an area level.It proposes an indicator to this end.

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.

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.

An Analysis of Business English Translation Based on Schema Theory

Business English translation is a cognitive process.schema theory has seldom been applied to business English.This paper is written on the basis of the features of business English and schema theory;it studies the process in which schemata are formed in the brain and the application of four major schemata to business English translation.Through introducing theories and illustrating many examples,the thesis shows the importance of the application of the schema theory to business English translation.

On Translation Strategies and Cultural Effects of Chinese Menu in English Version——An Analysis from the Perspective of Reception Theory

Reception theory stresses reader's activeness.Translation of Chinese Menu in English Version reveals the universal principles of transnational strategies and methods of menu translation.Through analysis of Chinese Menu in English Version,the article studies its text and examines the linking mechanism between reception theory and menu translation.A comparative conclusion shows that in menu translation attention is paid to the accuracy of the target text by translators,who are simultaneously aware of the paradox between expectation and acceptance of individual readers.

A Comparative Study of Translation Course Teaching Mode of English Teacher and Chinese Teacher from the Perspective of Interactive Teaching Theory

The paper discusses a field study of different features of the teaching modes of English teacher and Chinese teacher from the perspective of interactive teaching theory.With survey of the translation course reform experimented in Chinese students classroom,the positive exposure of a foreign teacher combined with the work of a Chinese teacher's help in classroom are inspiring for further remolding of a better teaching mode tailored to some special group of Chinese students aiming for study abroad later.The newly teaching mode developed above would serve as a reference for the teaching field.

An Exploration of Functional Equivalence Theory in the Translation of Movie Titles

Exploring the features and translation of movie titles within the framework of Nida’s functional equivalence theory,this paper mainly aims to discuss the application and limitations of this theory and in the end proposes some methods in producing good translations of movie titles.

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.

On the Appliance of Lin Yutang's Translation Theory in his Translation Practice of Six Chapters of a Floating Life

The thesis explores Lin Yutang's translation practice from a microscopic perspective by means of the application of Lin's translation theory. It attempts to analyze Lin's translation characteristics and the reason why he does so from the point of view of Lin's translation theory,basically two rules:fidelity rule and aesthetic beauty rule and evaluate Lin's translation.

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.