从目的论析广告汉译中的模糊语义-外国语言学及应用语言学专业论文.docxVIP

Title: An Analysis of Fuzzy Meanings in Advertisements Translated into Chinese from the Skopos Theory Major: Foreign Linguistics and Applied Linguistics Name: Wang Jingjing Signature: Supervisor: Li Li Signature: Abstract As a purposeful commercial activity, advertisement for commodity aims to lure consumers to purchase the products. China is a huge market with the largest population in the world, which captures the eyeballs of most merchants abroad. It becomes very significant to translate those commodity advertisements into Chinese, and then more products abroad can be transmitted to China. Whether the translation succeeds or not depends on its capability of corresponding to the language habits and cultural background of target consumers. Fuzzy language is a common means of commodity advertisements, which makes natural language more vivid and endows it with stronger expressive force instead of blurring it. Besides, the indeterminacy created through fuzzy language allows target readers to participate in the advertisement activity and finally trigger their desire to purchase the products. As a result, only when the fuzzy language is translated into Chinese properly, the advertisement will function well. In recent years, there appear many papers on advertising translation, and people pay increasing attention to the fuzzy language involved in advertisements. Nevertheless, researchers mainly devote themselves to investigating the function and application of the fuzzy meaning. Very few articles mention how to translate them from the Skopos Theory. Until now, there has not formed a complete system in this field or concordant requirements and standards, therefore, the translation quality can not be guaranteed. In the 1970s, Vermeer, a German functionalist, proposed the Skopos Theory. Translation is regarded as a communicative activity, and every activity has a purpose. The process of translation involves the purpose of translators, the communicative aim of the target