目的论视域下的广告翻译策略研究  

On Advertisement Translation in the Perspective of Skopos Theory

作　　者：刘霞[1] 

机构地区：[1]河南师范大学外国语学院,河南新乡453007

出　　处：《吉林化工学院学报》2013年第6期32-35,共4页Journal of Jilin Institute of Chemical Technology

基　　金：河南师范大学2011年青年科学基金项目(2011QK46);河南师范大学2010年青年科学基金项目(2010QK51)

摘　　要：从目的论功能主义的本质出发,通过分析广告翻译的目的和原则,探讨了广告翻译的技巧和方法。翻译功能理论以目的论为中心,强调所有翻译遵循的首要法则就是"目的法则":翻译行为所要达到的目的决定整个翻译行为的过程,即目的决定方法。作为一条总的原则,翻译方法和翻译策略必须由译文预期的目的或功能来决定。因为广告文体和广告翻译具有很强的目的性,目的论对广告翻译具有很大的指导意义。This paper studies the purpose and the principles of advertising translation, and analyses the strategies of advertisement translation,based on the Skopos theory. The functionalist concept of translation has opened up a new perspective to the study of advertisement translation. According to Vermeer＇ s ＂Skopostheorie＂, any form of translational action may be conceived as an action, and any action has its propose. The prime principle determining any translation process is the purpose （skopos） of the overall translational action, and translation strategies and methods are determined by the purpose and the intended function of the target text （ translation skopos）. Due to the special purpose of the advertisement translation, Skopos theory needs to be used as a basic principle.

关 键 词：翻译功能理论 目的论 广告翻译 

分 类 号：H059[语言文字—语言学]