A Study On E-C Translation Of Advertising Slogans Based On Skopos Theory

China is a member of BRICs which includes Brazil, Russia, India, and China for its constantly increased overall national strength and economic level. Numerous international companies have gathered in China because of its persistent increase in purchasing power. International companies which compete with their Chinese competitors, spare no effort to intrigue the interest of Chinese consumers to buy their products or service. To an international company, advertisement is a key winning factor no matter at home or abroad; hence advertisement translation is one of issues on their list of top concerns. However, advertising slogans translation is the key ingredient of advertisement translation, which affect whether their product will be accepted by overseas market.Advertising slogans in English refers to short and often memorable phrases which are used to communicate the information of the product or service and fix it in consumers'mind. These slogans often draw peoples'attention to one or more aspects of the product and induce people to buy. When a product is advertised in overseas market, the criteria for advertising slogans translation can not be the traditional translating principles any more, such as"faithful","equivalent", because of the difference in language, culture, and ideology. Advertising style is of practical writing, which has its particular purpose and function. Only when the advertising slogan translation achieves the effect that induces consumers to buy products, then it is successful. This is what Skopos theory advocates.Skopos theory which is proposed by Katharina Reiss and Hans J. Vermeer in 1970s is a major breakthrough and innovation in translation history, for it break the traditional translating principle of equivalence. According to Reiss's theory of text types, advertising style belongs to operative text which is receiver-oriented. According to Vermeer, translation is a communicative activity which is cross-culture and cross-language and it should conform or adapt to expectations or target receivers. That means the international companies in China will not only get a larger share of Chinese market but also gain a fat profit if they pay more attention on Chinese, Chinese culture and the psychology of Chinese consumers in the process of translating advertising slogans. An advertising slogan translation which achieves above effects is an excellent one.Thesis mainly discusses the significant role of Skopos theory in guiding the English to Chinese translation of adverting slogans, and points out qualifications for a translator and strategies he/she can take in E-C translation of advertising slogans. Five sections are included. Chapter 1 demonstrates the necessity, feasibility and significance of the study of E-C translation of advertising slogans based on theory. Chapter 2 presents an objective review on contributions of each representatives of functional Skopos theory. Chapter 3 introduces the importance of advertising slogans and its translation and emphasizes the role a translator played in translating and qualifications he/she should have. In Chapter 4, based on Skopos theory, an analysis of authentic E-C translation of advertising slogans is conducted, problems appeared in translating process are listed and correspondingly, translating strategies are given. Chapter 5 is conclusion.