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.

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 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.

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.

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.

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.

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.

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.

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.

Translation Skills of Children’s Literature from the Perspective of Recep tion Theory:A Case Study of Bronze and Sunflower

With the development of society and the prosperity of Chinese literature,as a part of China’s soft power,Chinese chil dren literature is faced with the problem of international dissemination.The English version of Cao Wenxuan’s Bronze and Sunflow er won Hans Christian Andersen Award,the top award of children’s literature,which is a successful example of such dissemina tion.Therefore,the Chinese-English translation skills employed are worth studying.This paper aims to analyze the skills used to in the translation of short clauses,reiterative locution,simile,parallelism and dingzhen from the perspective of reception theory.It is found that by using such translation skills as omission,alliteration,repetition of prepositions and pronouns,and literal translation,the translator preserves and recreates the effect of the original text in ways that are more acceptable and idiomatic for the target reader.

A Theoretic Study on the Translation Model from Relevance Theory

Relevance Theory holds that the language communication of human beings is an ostensive-inferential process of searching for relevance.Translation as a communication across language and culture,involves a dual process of communication among the source language author,the translator and the target language readers,during which the translator infers the communicative intention of the source language author,then by assessing the cognitive environments of the target language readers,makes the optimally relevant translation so that the translation can be equivalent in relevant aspects.

Study on C-E Translation of Advertisements Based on Relevance Theory

The main errors in translating Chinese advertisements into English are pragmatic failures in which target-language readers fail to find the optimal relevance between the target text and source text.The translation strategies proposed under the guidance of Relevance Theory can effectively help translators find out optimal relevance in the process of translating Chinese advertisements into English to avoid pragmatic failures.

Analysis on the German Functionalist Translation Theory

German functionalist approach makes considerable contributions to translation studies for considering translation as an fact of intercultural communication and concentrate on the purpose and function of the target text.It distinctively promoted translation theory against the traditional translation views.The paper analyzes its main ideas,contribution and criticism of the Ger man Functionalist Translation Theory.

Translation of Brand Names Based on Adaptation Theory

This paper,from the perspective of Verschueren’s adaptation theory,explores how a translator should adapt to the properties of products,different language customs,and consumers’psychology during the translation of brand names.First,a gen eral introduction is made on adaptation theory.Then,the application of adaptation theory in brand name translation is illustrated.Finally it is found that adaptation theory is very helpful for the translation of brand names.