德国功能派译论视角下的广告翻译英语语言文学专业论文.docxVIP

关键词：德国功能派翻译理论；广告；广告翻译；翻译原则； 关键词：德国功能派翻译理论；广告；广告翻译；翻译原则； 翻译策略 AbstractIn Abstract In modem society，the rapid pro伊ess of economy，the deVelopment of imemational exchanges and seVere competition bring about a growing need for adVeIrtisement and thus of its translation． However’ adVertisement translation has not yet been adequately studied in the discipline of translation．As a branch of translation stuCly，adverrtisement translation has its own 1aws and needs a systematic study． AdVertisement is a Ve巧practical type of、Vriting with hi曲 commercial Value，and the ultimate pu印ose of all adVeIrtisements is the same—to promote sales．Due to the di日’erences of language arld culture，a good adVertisement，when translated，may not be success如lto the ta略et audience．If the traJlslator rigidly adheres to the original fom and content in adVertisement traJlslation， the translation may not produce the persuasiVe e虢ct and may lead to the failure of promoting sales in the target market．Therefore，the traditional equiValence theo巧tums out to be increasingly inadequate and a more practical也eo巧 and translation strategy are called for． As a bre狄with the traditional translation ideas and an imponant complement to translation studies，the German f．unctionalist印proach has opened up a new perspectiVe to the study of adVertisement translation． This theory emphasizes the mnctionality of the ta略et text in the ta唱et culture．According to V|emeer’s‘‘Skopostheorie’’，a11y fom of translation may be conceiVed as an action，and any action has its pu印ose．The prime principle detennining any translation process is the puIpose(Skopos)of the oVerall translation action，and translation strategies and methods are determined by the pu印ose and the intended如nction of the ta略et teXt (translation Skopos)．In this model，the source text serves as only“an of-f．er of inf-ormation’’仔om which a translator selects the jtems he or she nnds nnds Interestlng and imponant to reach the intended goal．Under the functlonaJlst theory’