On A Tentative Study On The C-E Translation Of Advertisements In The Light Of Skopostheorie

In 1970s, Functionalist approaches to translation came into being in Germany and advocated that "translating is a purposeful activity". Among it, Skopostheorie proposed by Han J. Vermeer is of great guiding significance in the translation of advertisements. There are three important rules in Skopostheorie, that is, Skopos rule, intertextual coherence and intratextual coherence. Intertextual coherence refers to the relationship between the target text and the corresponding source text, which is also called "fidelity". Intratextual coherence refers that the target text should make sense in the communicative situation and culture in which it is received. Skopos rule, the upmost rule, governing the whole process of translation, means that an action of translation is determined by its Skopos, or we can say, the end justifies the means. In Vermeer's opinion, intertextual coherence is subordinate to intratextual coherence, and both are subordinate to the Skopos rule.In recent years, Skopostheorie has been paid attention to by the scholars in the translation circle. However, until now, not many theses have been found with a systematic research of Skopostheorie in the translation of advertisements. Skopostheorie attaches great importance to intended text functions, addresses, time and place of reception, etc.. And it has challenged the traditional concept of fidelity to the source text. Due to the differences between Chinese and English in culture, modes of thinking and other aspects, translators sometimes need to sacrifice the local "faithfulness" for the global "fidelity" so as to achieve the fundamental purpose of advertisements. But in the translation of advertisements, some translators are not fully aware of the unique characteristic of advertisements. Thinking that the source text is sovereign and unshakable, they seek that the characteristics of the source text remain exactly the same in the target text, even the word for word equivalence in their performance, thus leading to undesirable ending in translation. Because of this, the author makes a tentative exploration on the C-E translation of advertisements with the help of Scopostheorie.The author first makes a comprehensive introduction and analysis of Scopostheorie, clarifying the theoretical basis for this thesis. Then, she makes a further research on the C-E translation of advertisements before trying to discover their differences in...