On Poetic Advertisements Translating by Functional Equivalence in Skopostheory.docVIP

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2016-09-14 发布于北京
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On Poetic Advertisements Translating by Functional Equivalence in Skopostheory.doc

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On Poetic Advertisements Translating by Functional Equivalence in Skopostheory.doc

On Poetic Advertisements Translating by Functional Equivalence in Skopostheory 　　Abstract A hot issue was once the advertisement translation as a pragmatic one. But it is surprising how little attention has been paid to a new kind of advertisement -poetic advertisement， which has caught a great significance in the world of business. In this paper it attempts to do a poetic translation study by Nida’s theories that stand for the German functional translation school. Through the research for some translation cases， it is found that the theory functional equivalence is feasible for representing the poetic beauty， the readers’ acceptability and the functions of advertisements. What is shown thereby is that the theory functional equivalence can work as guiding principle in the translation of English poetic advertisement. 　　Key words skopostheory； functional equivalence； poetic advertisement translating 　　中图分类号：H315.9 文献标识码：A DOI：10.16400/j.cnki.kjdkx.2016.03.080 　　1 Background of Research 　　Throughout these years found is the soaring of advertising， which has never been transcended. Advertisement has already entailed to be a quite normal economic form in the modern commodities society， binding the producers of products together with a lot of consumers. When it comes to the functions of modern advertisement， transmission of messages， management of controlling as well as promotion of sales have to be concluded in them. Otherwise， people have the tendency to pursue for beauty， and on the point of this， beautiful things are expected to be brought into making of advertisements so as to enlighten their minds and even get the purposes of advertising realized. 　　Sourced from the previous studies， very prominent are those of translation methods on such as English idioms， literature works or science and technologies. （Reiss 1971： p.42， translated by Christiane Nord 1997： p.89）. However， the theorists of Equivalence tend to accept non-literal translation procedures more r