On The Strategies Of Business Advertising Translation From The Perspective Of Skopostheorie

With the rapid development of globalization, the interaction and communicationbetween different nations tend to be more frequent and commercial competitionsbecome fiercer. Business advertisements play a significant role in promoting the salesof products or services. Thus, business advertising translation becomes more andmore important.Business advertising translation is a kind of practical translation, which has itsspecialty─strong functionality, besides the commonness of general translationresearches. The purpose of advertising translation is to fulfill the acceptability andpromotional effect. That is to say, the purpose of advertising translation is to promotethe advertised products or services, stimulate consumption and induce the targetreaders to take action. If translators hold on to the traditional translation principles─“faithfulness” and “equivalence”, the translated advertisements may not achieve theexpected unction. The success of an advertisement translation depends on therealization of promotion. Therefore, as a branch of translation studies, businessadvertising translation has its own innate laws and needs to be systematically studied.This thesis attempts to analyze and study translation strategies of businessadvertisements from the perspective of Skopostheorie, which advocates that the endjustifies the means and that takes the Skopos rule as the top-ranking principle and thecoherence rule and fidelity rule as the subordinate principles. In the process ofadvertising translation practice, translators should carefully analyze the purpose ofadvertisements so as to choose the appropriate strategies, improve the quality oftranslation and finally realize the expected purpose. Based on this theory, the authoradopts description, comparison, exemplification and induction to analyze specificexamples of business advertisements, and tries to summarize the translation strategiessuch as literal translation, free translation, adaptation, addition and condensation andthus draws a conclusion that Skopostheorie can effectively guide advertisingtranslation. This thesis strengthens the application of Skopostheorie to businessadvertising translation, and gives some instructions to future translation studies andpractice.