On The C-E Translation Of Sports Product Advertisement Under The Skopos Theory

As China plays an indispensable role on the international stage,China’s economic and cultural exchanges with foreign countries are increasingly frequent.The outstanding achievements made by Chinese athletes in the global competition have brought about the development and prosperity of sports product industry,and the “going to international stage” of sports product can stimulate economic growth and promote cultural exchanges between China and foreign countries.Therefore,the translation of sports product advertisement has become a tremendously important medium of communication in this process.However,just a few studies of English translation of sports product advertisement have been thoroughly conducted.The main functions of sports product advertisement are: displaying product information,improving product sales,enhancing brand reputation,and promoting cultural exchange.The appropriate English translation of sports product advertisement can lead the product to the international stage and gain brand popularity,so that increase the enterprise benefits and finally realize the cultural exchange.This paper is based on the skopos theory of German functionalism,which includes three basic principles: the skopos rule,the coherence rule and fidelity rule.According to the principle of skopos,the translation of sports product advertisement is a purposeful activity.The translation should be based on the information and purpose expressed in the source language,combining with the use of the target language,so different translation methods,including literal translation,free translation,borrowing translation and transliteration can be adopted.The best sports advertisement translation can be translated by the translation methods that never been confined to one translation method or two,which is faithful to the source language and native to the target language.