摘 要
如今广告已成为人们生活中不可或缺的一部分。随着国际贸易和跨国公司的 迅速发展，广告起到的沟通作用逐渐加强，因此对广告翻译的要求也越来越高。作为翻译研究领域的一个分支，广告翻译有其自身的体系与规则。本论文从目的论的角度出发，来研究广告翻译中的常见问题和翻译策略。
由于语言文化上存在差异，一则成功的广告的译文不一定能成功地说服目的 语受众。这是因为广告人在设计一则广告时只考虑该广告在源语语言和文化的背 景下能够被理解和接受。一旦语言和文化背景发生改变，在源语文化中有效的说 服效应就可能无法在目的语文化中得到复制。因此在翻译广告时只有使其广告词 符合译语语言和文化的标准，才能使目的语受众更好地理解广告的内容，更容易 接受广告的劝说，最后购买广告产品。因此我觉得为了达到广告的特殊目的，尽可能地发挥其说服功能，以下三条策略是最实用也是最成功的:语言策略,文化策略和迎合消费者心理策略。
本文的指导思想是目的论，所以本文首先对目的论进行了全面的介绍与分析，为本论文理清了理论基础。在进入更深入的研究之前阐述了广告的定义﹑目的与功能。本文同时也找到并分析了当今广告翻译中存在的一些问题，例如：语言问题、文化差异等等。最后在目的论的指导下，通过提供一些新颖的广告案例提出了三条具体和实用的广告翻译策略。
关键词：目的论；广告翻译；广告翻译策略
ABSTRACT
Nowadays, advertising has become an important part of human life. With the rapid development of international business and multinational companies, there is a growing need for efficient international advertising communication and translation. As a branch of translation study, advertising translation has its own laws and demands a systematic study. This thesis tries to study the common problem and basic strategies of advertising translation from the perspective of Skopos Theory.
Due to the barriers of language and culture, a successful advertising, when translated, may not be successful to the target audience. That is because when the advertising is designed, the advertiser is sure that the source audience can understand and accept it on the source language and cultural background. But when the situation is changed, the persuasive effect in the source culture may not be produced in the target culture. Only when the original advertisement is adapted to the target language and cultural standards when it is translated, can the target audience easily understand what is advertised and be likely to accept the persuasion and buy the advertised product. Therefore, to the best of my understanding, in order to achieve the special purpose of advertising, and develop the special persuasive function at its best, the following three strategies are the most useful and successful: strategies on language, strategies on culture and strategies on consumer’s psychology.
Under the guidance of Skopos Theory, this thesis first makes a comprehensive introduction and analysis of Skopos Theory, clarifying the theoretical basis for this thesis. It then discusses the definition, purpose and function of advertising before going on further reach. It also finds and analyzes some problems in the current advertising translation. For example, problems of language, cultural differences and so on. It finally advocates some specific and practical strategies in advertising translation through providing some new examples under the guidance of Skopos Theory.
Keywords: Skopos Theory; advertising translation; advertising translation strategies
Contents
1．Introduction 1
2．Skopos Theory 2
2.1 Theoretical foundation of Skopos Theory 2
2.2 Basic aspects of Skopos Theory 3
2.2.1 Basic rules of Skopos Theory 3
2.2.2 Adequacy and equivalence viewed from a Skopos perspective 4
3．The purposes and functions of advertising 6
3.1 Definition of advertising 6
3.2 The purposes and functions of advertising 7
4．Common problems existing in advertising translation 9
4.1 Problems of language 9
4.1.1 Linguistic untranslatability 9
4.1.2 The misuse of words 10
4.2 Cultural differences 11
4.2.1 Differences in cultural allusions 11
4.2.2 Different attitudes towards animals 11
5．Basic strategies of advertising translation under the guidance of Skopos Theory 12
5.1 Strategies on language 12
5.1.1 The Use of rhetorical devices 12
5.1.2 Change the original form 13
5.2 Strategies on culture 14
5.3 Strategies on consumer’s psychology 14
6．Conclusion 16
Acknowledgements 17
References 18
