Translation of Commercial Advertisement Based on Skopos Theory 广告专业英语(毕业论文).docVIP

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Translation of Commercial Advertisement Based on Skopos Theory 广告专业英语(毕业论文).doc

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Translation of Commercial Advertisement Based on Skopos Theory 广告专业英语(毕业论文)

PAGE 1 Translation of Commercial Advertisement Based on Skopos Theory Abstract: Commercial advertisement’s promotional function and purpose leads to particularity of commercial advertising translation. In order to realize prospective function and purpose of commercial advertisement translation, translation thoughts and translation principles of skopos theory which is core theory of functional translation school are discussed in the paper. On the basis of this, the author also explores guiding principles, translation strategies and methods of commercial advertisement translation, proposes that commercial advertisement translation must be based on skopos theory, and expected purpose of translated text should be regarded as a top priority. The source text needs to be reviewed from cross-cultural and cross language perspectives so as to get translated text which meet the expected objective; Criteria for assessing results of commercial advertisement translation are also given in this paper. Key words: commercial advertisement; function; objective; translation; skopos?theory?in?translation 1 Introduction Commercial advertisement refers to behavior of introducing product or service through certain media and non-personnel form at the expense of commodity operator or service provider. [1] The purpose of commercial advertisement translation is introducing a product to readers in another culture, so that they accept the product. With China’s opening up and economic development, commercial advertisement translation is becoming more and more important. Its significant commercial purpose decides its particularity. Commercial advertisement translation is not only about transmitting content, transmitting emotion is more important, the purpose is to get readers’ good impression on the commercial advertisement and the product, thus realizing the purpose of sales promotion. 2 Summary of Skopos Theory As the core theory of functional translation school, skopos theory was origina