ABSTRACT
Nowadays, advertising has become an important part of human life. With the rapid development of international business and multinational companies, there is a growing need for efficient international advertising communication and translation. As a branch of translation study, advertising translation has its own laws and demands a systematic study. This thesis tries to study the common problem and basic strategies of advertising translation from the perspective of Skopos Theory.
Due to the barriers of language and culture, a successful advertising, when translated, may not be successful to the target audience. That is because when the advertising is designed, the advertiser is sure that the source audience can understand and accept it on the source language and cultural background. But when the situation is changed, the persuasive effect in the source culture may not be produced in the target culture. Only when the original advertisement is adapted to the target language and cultural standards when it is translated, can the target audience easily understand what is advertised and be likely to accept the persuasion and buy the advertised product. Therefore, to the best of my understanding, in order to achieve the special purpose of advertising, and develop the special persuasive function at its best, the following three strategies are the most useful and successful: strategies on language, strategies on culture and strategies on consumer’s psychology.
Under the guidance of Skopos Theory, this thesis first makes a comprehensive introduction and analysis of Skopos Theory, clarifying the theoretical basis for this thesis. It then discusses the definition, purpose and function of advertising before going on further reach. It also finds and analyzes some problems in the current advertising translation. For example, problems of language, cultural differences and so on. It finally advocates some specific and practical strategies in advertising translation through providing some new examples under the guidance of Skopos Theory.
1.Introduction 1
2.Skopos Theory 2
2.1 Theoretical foundation of Skopos Theory 2
2.2 Basic aspects of Skopos Theory 3
3.The purposes and functions of advertising 6
3.1 Definition of advertising 6
3.2 The purposes and functions of advertising 7
4.Common problems existing in advertising translation 9
4.1 Problems of language 9
4.2 Cultural differences 11
5.Basic strategies of advertising translation under the guidance of Skopos Theory 12
5.1 Strategies on language 12
5.2 Strategies on culture 14
5.3 Strategies on consumer’s psychology 14
6.Conclusion 16
Acknowledgements 17
References 18