Analyzing Translation of Promotion Materials from The Perspective of Nord's Skopos Theory
Abstract: Functional approach to translation, or functionalism, which originates from Germany in the 1970s’, exceeds the limitation of “formal equivalence” in language and defines translation as a kind of purposeful activity and is a great breakthrough from, and an important supplement to the traditional equivalence-based translation theory. Furthermore, it studies translation from a new perspective. Based on the principles of Skopos Theory and taking promotional materials of business, investment, products, tourism as examples, this thesis is intended to discuss Chinese-English translation of promotion materials.
Key words: Skopos Theory; promotion material; translation; principle
从“诺德”的目的论分析对外宣传资料的翻译
摘 要：始于20世纪70年代的德国功能派翻译理论摆脱了自古以来的语言形式对等的局限性，把翻译定义为一种有目的的行为。它是对传统“等值”观念的一个重大突破和重要补充，为翻译理论研究开辟了一个新视角。本文用目的论的理论，以企业介绍、招商材料、产品说明、旅游指南等对外宣传资料为例，来探讨对外宣传资料的汉英翻译。
关键词：翻译目的论；对外宣传资料；翻译；原则
CONTENTS
Introduction………………………………………………………………1
Skopos Theory translation principles and classification…………2
1.1 Translation principles…………………………………………………….…2
1.1.1 Purpose rule……………………………………………………………2
1.1.2 Reader first rule…………………………………………………3
1.1.3 Loyalty rule…………………………………………………………….4
1.2 Classification of translating purposes…………………………………………4
1.2.1 Purpose of author…………………………………………………………4
1.2.2 Purpose of translator…………………………………………………….5
Characteristics and translation of promotion materials…………6
The use of Skopos Theory in the translation of promotion materials……………………………………………………………7
3.1 Information protruding…………………………………………………….….7
3.2 Information vocative……………………………………………………….….8
3.3 Information brevity…………………………………………………………9
Conclusion………………………………………………………….10
5. Bibliography………………………………………………………….13
