On Translator's Subjectivity In Advertising Translation From The Perspective Of Skopos Theory

So far, many researches on advertising translation have been conducted, but regretfully most of their attention has merely been concentrated on advertising translation techniques or advertising text analysis. The translator's subjectivity, which plays a significant role in advertising translation, is rarely mentioned or completely ignored. Therefore, in this thesis the author attempts to make a careful exploration on translator's subjectivity from the perspective of Skopos Theory, to test whether Skopos Theory can be significant for the exertion of translator's subjectivity in advertising translation.On the premise of careful exploration of Skopos theory, which is developed by German scholars, we get four points of enlightenment, namely, first and second, to exert translator's subjectivity is necessary and reasonable, third, translator's exertion of his subjectivity has a certain degree of room and limitation, then, the three crucial parameters: the source text, target text and target reader involved in advertising translation should be re-recognized. Finally, the author unites the above enlightenment with translation practice, reaching a conclusion that the translator's exerting his subjectivity along the whole process is under the guidance of the Skopos theory. Or in other words, the Skopos theory is instructive for translator to exert his subjectivity.