TRANSLATION RESEARCH ON SPORTING GOODS ADVERTISEMENT IN SKOPOS THEORY PERSPECTIVE
摘 要
随着全球经济的发展，越来越多的学者关注翻译的目的论，并作出一系列的理论研究。目前，目的论理论在众多领域得到广泛发展，本文将基于目的论理论对体育用品广告的翻译进行研究分析。本研究试图以目的论的目的法则作为视角，以若干国内外体育用品的广告作为具体研究对象解决如下问题：第一：如何针对不同的文化不同的受众来翻译体育用品广告；第二：如何针对不同的体育用品来翻译广告；第三：如何运用最简洁地语言及手法来翻译体育用品广告中的口号。
关键词：翻译；目的论；体育广告
ABSTRACT
With the development of global economy, more and more scholars pay more attention on Skopos theory of translation and make a series of investigation on Skopos theory of translation. And the concept of Skopo theory has been employed by scholars across a wide range of fields, the review here is intended only make a simple review on the current academic literature. This paper will focus on translation research on sporting goods advertisement in Skopos theory perspective. In this paper, the main target is the combination between sports advertising slogan translation and Skopos theory, try to find a brand-new perspective. This paper focus on the solution on the following three problems: first: How to translate sports advertising for different audiences of different cultures; second: How to translate for different sports advertising; third: how to use the most concise way to translate sports advertising slogan.
Key words: Translation; Skopos theory; Sports advertisement
Contents
1. Introduction……………………………………………………………………… 1
2. Skopos Theory…………………………………………………………………… 3
2.1 Skopos theory review …………………….……………………………………. 3
2.2 Skopos theory rules and applications…………………………………………….5
3. Review some Researches about sporting goods advertisement………………7
3.1 Sporting goods advertisement description…………………………………….….7
3.2 Sporting goods advertisement characteristics ……………………………………7
3.3. Sporting advertising classification ………………………………………………8
3.4. Sporting advertising development in China…………………………………… 8
3.5 The unique nature of sports advertising ………………………………………….9
4. The purpose of sporting goods advertisement translation in Skopos theory perspective ………………………………………………………………………… 11
5. Sporting goods advertisement translation in Skopos theory perspective…….14
5.1 Translation preparations ……………………………………………………….14
5.2 Translation strategy ……………………………………………………………15
6. Conclusion………………………………………….…………………………… 17
Acknowledgements………………………………………………………………. 18
References…………………………………………………………………………. 19
