On Translation Of Poetic Advertisements From The Perspective Of Skopos Theory

Nowadays, the advertisement plays a very important role in our daily life. With the fast development of Chinese economy, advertising business is developing at an incredible speed. China, as a developing country, has also become one of the advertising giants in the world. So how to promote the sales of the goods is a great problem for the producers. As an efficient measure, advertisement is noticed by the people. Advertisement translation was once a hot issue. In order to win more foreign consumers, it has become very necessary for Chinese and foreign enterprises to translate advertisements of the source text to the target text properly. For china, the translation between Chinese advertisement and English advertisement is the most essential one.However, the theoretical study on this field of advertisement translation is not satisfactory because advertisement is a special text style. And it is so surprising that so little attention was paid to this new kind of advertisement-poetic advertisement-a kind of advertisement with the characters of poetry and the characters of advertisement. Therefore, there is wide scope for research in this field for very little study on its translation was done. Poetic advertisement, as an elegant art form which combines poem with advertisement, creates beauties of sound, form and meaning. With its special style and clear function, poetic advertisement bears its own characteristics in translation and needs special strategy in translation. The old criteria of the translation like "faithfulness","expressiveness" and "elegance" are unable to make the necessary "adaptation" in poetic advertisement translation. Therefore, the poetic advertisement offers new material for the study of language and translation.In this paper, the author attempts to analyze the poetic advertisement translation from the perspective of skopos theory.This paper consists of five chapters. In the first chapter, it gives a historical review of this theory and shows the problems in the advertisement translation studies. In the second chapter, a comprehensive description of poetic advertisement is presented. Chapter three and Chapter four are the key parts in this paper. In this part, an introduction of the skopos theory is made, and how it works in the translation is described and analyzed. The author lists some reasons and cites many examples to show skopos theory should be viewed as the proper principle of poetic advertisement translation. The last part is the conclusion; it summarizes the idea of the whole paper and forecasts the development of the field in the future. As is analyzed above, skopos theory to poetic advertisement translation is greatly workable.