您现在的位置: 首页 > 论文 > 英语论文 > 英语论文内容

翻译目的论角度下的广告翻译研究

来源: 一九文学网 发布时间: 2012-04-13 00:47:59 字体:[大][中][小]               
友情提示:双击空白处可滚动文章内容。

翻译目的论角度下的广告翻译研究

 I. Introduction
  With China’s forEign trade development, more and more Chinese products and services enter the international m论文联盟, on the contrary, a great many of forEIgn products and services flow over into Chinese market. Advertising, always around us, is the main way to solve the problem. However, concepts and ideas in advertising are often embedded in the culture in which they originate, according to Clifford Geertz (1973:44). Therefore advertising translation should be guided by a new proper translation theory which could fulfill culture translation or culture conversion. Skopostheorie, put forward by Hans J. Vermeer in the 1970s, provides theory support, which consists of Skopos rule, coherence rule and fidelity rule.
  II. Information about Advertising
  The word “advertising” derives from Latin word “advertere” which means “a means draws people’s attention to something and induces people towards a particular direction” (Yao Xi, 2002:2). American Marketing Association (AMA) defines advertising as the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.
  Advertising is considered as sub-literary genre. Advertising and literature both have similarity and difference. The similarity between advertising and literature is that they both emphasize artistic quality; while the difference is that advertising is more informative, expressive and persuasive. How to choose a proper translation theory to guide advertising translation is very important. Skopostheorie provides theory support.
  III. General Introduction to Skopostheorie
  Functional approaches to translation didn’t appear overnight, but was created and developed by a group of German scholars in 1970s. Katharina Reiss put forward functional category of translation criticism, Hans J. Vermeer researched on Skopostheorie and beyond, Justa Holz-Ma¨ntta¨ri concentrated on the theory of translation action, and Christiane Nord contributed to function plus loyalty.
  Among these milestones, Skopostheorie is the core of Functional approaches to translation, which applies the notion of Skopos, a Greek word for “purpose” to translation, put forward by Hans J. Vermeer in the 1970s as a technical term for the purpose of a translation and of the action of translating.
  In terms of Skopostheorie, three rules need to be explained—Skopos rule, coherence rule and fidelity rule. Skopos rule, the top-ranking rule for translation, says that overall translational action is determined by its Skopos, in other words, “the end justifies the means” (Reiss and Vermeer 1984:101). In Vermeer’s terms, the target text should conform to another important rule of Skopostheorie, the “coherence rule”, which is also known as “intratextual coherence”. It specifies that a translation should be acceptable in a sense that it is coherent with the receivers’ situation (Reiss and Vermeer 1984:114). Skopostheorie thinks that it is necessary to build a relationship between source and target text. The relationship is called “fidelity rule” or “intertextual coherence”. Fidelity rule is considered subordinate to coherence rule, and both are subordinate to the Skopos rule.

转贴于论文联盟
1 234

本文热度:

标签:

请自觉遵守互联网相关的政策法规,严禁发布色情、暴力、反动的言论。

深度阅读