Abstract

Advertising by definition can be regarded as publicize something widely. The purposes of advertisements are to transmit ideas or promote products through mass media. With the accelerating process of globalization, the demand of cultural communication among countries and transnational trade is expanding. At the same time, advertising translation plays a quite important role in this process. Based on skopos theory which is developed from functionalism, this thesis aims to explore and research English-Chinese advertising translation. By analyzing the characteristics and basic components of an advertisement, this thesis studies some specific situations of English-Chinese advertising translation so to formulate the effective ways of advertising translation. It is sincerely hoped that ultimate translation will better comply with people in the recipient countries and attain original purposes of an advertisement.

Keywords: skopos theory; cultural differences; English-Chinese advertisements translation; translation strategies

Contents

Abstract

摘要

1. Introduction-1

2. Literature Review-2

2.1 The theoretical basis of skopos theory-2

2.2 The development of skopos theory-3

2.3 The principles of skopos theory-3

3. Advertisement and Advertising Translation-4

3.1 The definition of advertisement-4

3.2 The essential components of advertisements-5

3.3 Rhetoric devices used in advertisements-6

3.4 Cultural diversity in English-Chinese advertisements-8

4. Advertising Translation Strategies Guided by Skopos Theory-9

4.1 The application of skopos theory in advertising translation-9

4.2 Creative translation-10

4.3 Supplementary translation or over translation-11

4.4 Communicative translation-11

5. Conclusion-12

Works Cited-13