A Study Of Translated Advertising Slogans From The Perspective Of Skopos Theory

The thesis attempts to make a study of translated advertising slogans from the perspective of Skopos Theory. The author conducts a descriptive and comparative analysis of the authentic materials (including thirty pairs of advertising slogans and their translations). It aims to show how the translations are done in order to realize the commercial purpose the target text intends to achieve, and what non-linguistic problems (owing to cultural and ideological differences) the translator may encounter in the process.Based upon the description and analysis of the translated advertisement slogans, the thesis attempts to propose several translation strategies to guide the translation of advertising slogans. To the author, the translation of advertising slogans differs from translation in the traditional sense. On the one hand, the translator is supposed to keep in mind the target readers and the purpose of the target text; on the other hand, the translation is not required to be faithful to the source text in the traditional sense. Adaptation is desirable if only the translated text can arouse the reader's purchase desire. In addition, the translator should fully consider the particular cultural and ideological factors in the target market. Hence, flexible and suitable communicative translation strategies should be adopted for the achievement of translation purpose.