| 目的论对商业广告翻译的指导意义 |
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| 引用本文： | 张文娟.目的论对商业广告翻译的指导意义[J].西华师范大学学报(自然科学版),2004(2):74-77. |
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| 作者姓名： | 张文娟 |
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| 作者单位： | 华中师范大学外语学院 湖北武汉430079 |
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| 摘 要： | 广告的文体风格和其特殊功能决定了广告翻译的特殊性,传统翻译标准"忠实""对等"显然不能适应商业广告翻译手法的灵活性,无法解释广告翻译中必要的调整、删减或改写等现象。"目的论"将翻译看作有目的的交际行为,将译文的预期目的置于翻译的首要位置,为商业广告中译者灵活运用翻译方法、选择翻译策略提供了理论依据。如果说目的论对各类文体翻译的普遍适合性还有待探讨的话,那么对于交际目的明确的商业广告的翻译实践无疑具有重要的指导意义。
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| 关 键 词： | 广告翻译 目的论 交际翻译 |
| 文章编号： | 1005-1465(2004)02-0074-04 |
| 修稿时间： | 2003年3月30日 |
ON SIGNIFICANCE OF SKOPOSTHEORY TO TRANSLATION OF COMMERCIAL ADVERTISEMENT |
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| ZHANG Wen-juan.ON SIGNIFICANCE OF SKOPOSTHEORY TO TRANSLATION OF COMMERCIAL ADVERTISEMENT[J].Journal of China West Normal University:Philosophy & Social Sciences,2004(2):74-77. |
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| Authors: | ZHANG Wen-juan |
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| Abstract: | With its unique style and obvious function,commercial advertisement bears its own characteristics in Typology and thus needs special treatment in translation.The traditional translation criteria "faithfulness" or "equivalence" are unable to justify the necessary "adaptation" in ad-translating.However,the Skopostheory found by the German School makes a breakthrough of the traditional theory and grants translators much freedom to adpot different approaches in their translation practice.Although the application of Skopostheory in translating all typologies is still doubted,its significance to translation of commercial ads is apparent. |
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| Keywords: | Ads translation skopostheory communicative translation |
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