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1、翻译目的论角度下的广告翻译研究翻译目的论角度下的广告翻译研究 I.Introduction arketingAssociation(AMA)definesadvertisingasthenon-personalmunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia. Advertisingisconsideredassub-literarygenre.Advert
2、isingandliteraturebothhavesimilarityanddifference.Thesimilaritybetphasizeartisticquality;oreinformative,expressiveandpersuasive.Hoportant.Skopostheorieprovidestheorysupport. III.GeneralIntroductiontoSkopostheorie Functionalapproachestotranslationdidntappearovernight,butanscholarsin1970s.Kath
3、arinaReissputfor,HansJ.VermeerresearchedonSkopostheorieandbeyond,JustaHolz-Ma¨ntta¨riconcentratedonthetheoryoftranslationaction,andChristianeNordcontributedtofunctionplusloyalty. Amongthesemilestones,SkopostheorieisthecoreofFunctionalapproachestotranslation,eerinthe1970sasatechnicalte
4、rmforthepurposeofatranslationandoftheactionoftranslating. IntermsofSkopostheorie,threerulesneedtobeexplainedSkoposrule,coherenceruleandfidelityrule.Skoposrule,thetop-rankingrulefortranslation,saysthatoveralltranslationalactionisdeterminedbyitsSkopos,inothereans(ReissandVermeer1984:101).InVerm
5、eersterms,thetargettextshouldconformtoanotherimportantruleofSkopostheorie,thecoherencerule,eer1984:114).Skopostheoriethinksthatitisnecessarytobuildarelationshipbet. IV.SuggestedStrategiesforAdvertisingTranslationfromthePerspectiveofSkopostheorie论文联盟.L. Advertisingtranslationisnotonlyconstrain
6、edbythelanguagelevel,italsorelatedtothedifferencesinreligion,culture,tradition,andberofadvertingtranslations,guidedbytraditionaltranslationtheories,EitherisobscureforforEIgnreceiverstounderstandoronelanguagetoanother"ethodrequirestranslatorsjusttofocusonfactualinformationabouttheproductorservi
7、ce.Forexample: Tome,thepastisblackandpossibleisnothing!(/homepage.asp) 没有什么不可能！（阿迪达斯） Theadvertisementsabovearefulloffactualinformationaboutthepanyanditsproducts,butnotculturaldifference.ConsideringSkoposrule,ationintargetlanguage.Li
