| In the age of economic globalization, more and more companies begin to do business abroad. In order to enter foreign markets, the companies have to translate their brand names and slogans into foreign languages in the first place. However, this is not always an easy thing to do. Different countries have different cultures, which will surely be reflected in their languages. Therefore, in many cases, we have to make adaptations in ad translation to conform with the target culture, since very often, literal translation might cause misunderstandings or problems.In this paper, we attempt to analyze the cultural reasons for adaptation in ad translation from the perspective of Skopostheorie. Skopostheorie, together with its three basic rules — the Skopos rule, the Coherence rule and the Fidelity rule, provides us with a relatively sound theoretical foundation for adaptations in ad translation. Here, we maintain that cultural factors are the major reasons for adaptations in ad translation. According to the culture distinction proposed by Nida (2002), we divide the cultural factors into five kinds: ecological culture, material culture,... |
