A Study On Poetic Advertising Translation From The Perspective Of The Skopostheorie

With the development of world economy, the circulation of commodities around world is becoming increasingly frequent and the international competition is also getting unprecedentedly intense. Advertising, an effective means of competition, plays a crucial role in promoting products sales and taking up the new market. Accordingly, the importance of cross-cultural advertising translation study has been fully realized. Nowadays, many scholars study advertising translation from different perspectives with different theories or principles. With the development of society and the requirements of the times, a new type of advertisement----poetic advertisement appears. However, there are few people paying attention to this type of text. In fact, in the era of commodity economy, poetry, an elegant art, when introduced into the economic sphere, can create unique beauties of sound, imagery, rhetoric and form in poetic advertisements. Especially in the field of advertisement, advertising art is a new tendency. There is little doubt that a poetic advertisement can produce a particular aesthetic effect on its readers to arouse their desires to purchase the products or services. Poetic advertisement has gradually formed a unique text, which provides new material to the translation research. Meanwhile, it also poses difficulties and problems in poetic advertising translation.In the 1970s, the skopostheorie, which was proposed by Vermeer who is one of the representatives of the German Schools of functionalist translation theory, opens up a new perspective to the advertising translation study. This thesis is designed to explore the poetic advertising translation under the guidance of the skopostheorie. According to this theory, any action has its purpose and so does any form of translation. The core concept of this theory is that the main factor determining the process of translation is the skopos of translation action. The most important factor determining the purpose of translation is the addressee who is the intended receiver or audience of the target text with their culture-specific world-knowledge. Translation activity, as a kind of intercultural action, tries to keep the relationship between the source text and the target text to overcome the cultural barriers. In the skopostheorie, the skopos rule is the top-ranking rule for translation and other rules. The intratextual coherence and the intertextual coherence are subordinate ones. Poetic advertisements are highly purpose-driven text, the ultimate purpose of which is to persuade consumers to buy the products. Therefore, in poetic advertising translation, expected purpose of the target text should be the primary factor.After an introduction to the skopostheorie, a comprehensive description of poetic advertisement is provided. The author points out the unique features of poetic advertisements, which are "the beauty of sounds", "the beauty of imagery", "the beauty of rhetoric" and "the beauty of form" and the functions of the poetic advertisements.Then the constrictive factors in poetic advertising translation are discussed. These factors are cultural factors, linguistic factors, receivers'factors, media factors, translator factors and the marketing strategy restriction. Finally, the author discusses the methods which should be adopted in poetic advertising translation according to the rules of the skopostheorie. These methods include not only the common methods, such as metaphrase, free translation and transliteration, but also the adaptation and the creative translation. All these methods are proved to be effective to achieve the skopos and expected effects of advertising translation.The author finds out that it is quite workable to study poetic advertising translation under the guidance of the skopostheorie. Some principles of the skopostheorie can be used as guiding principles in poetic advertising translation study.