A Study Of Automobile Advertisement Translation From The Perspective Of Skopostheorie

With the rapid development of economy and the popularity of masscommunication, advertisements can be seen everywhere in our modern life. AfterChina’s successful accession to the WTO, foreign autos have the largest share of thecar market. The automobile manufactures are also increasing the investment inadvertising every year. When the foreign autos enter into the Chinese market and theChinese branded vehicles take their share in international market, we need not only theadvertising, but also the effective translation. Therefore, the automobile advertisementtranslation has played an important role in our daily economic activities.At present, the domestic research on the automobile advertisement is mainly fromthe perspective of cross-cultural communication, few on the translation of automobileadvertisement. So how can we make the translated versions have the same advertisingeffect as the original text? The thesis attempts to construct a theoretical framework forthe automobile advertisement translation on basis of Germany’ functionalistSkopostheorie，which core concept is that the translation strategies are determined byits translation purpose. From analyzing the text type of automobile advertisement, theauthor believes that the translation of automobile advertisement is not a simplelanguage transformation, but target language culture and target receiver are majorfactors to be considered when translating the original text. This thesis probes into thetarget-receiver oriented translation principle and some practical translation methodsthrough comparing and analyzing the similarities and differences between English andChinese automobile advertisements in the application of language and culture. Thisthesis aims to research on the English-Chinese automobile advertisement translation.At the same time, our domestic automobile industry is still in the stage of development,the author expects that the research in this thesis can start a discussion to promote aninnovation of automobile advertisement translation study on the theory and practiceconstantly.