目的论视角下体育用品广告的翻译

目的论视角下体育用品广告的翻译

中文摘要

近年来，随着世界经济全球一体化进程的不断加快，体育也逐渐演变成为一种可以跨文化交流的重要形式，经济市场上的体育广告可以说是层出不穷。因此，为了有效地促进中西方的交流，体育广告语的翻译变得日趋重要起来。体育广告作为一种独特的语言艺术，它彰显着不同国家、不同地区的精神和文化特色。所以，出色的体育广告语翻译，不仅可以激起全球消费者的购买欲望，达到使受众们普遍接受和认可的目的，更重要的是，它可以为企业增收，传达出体育的文化和精神，并促进中西方的跨文化交流。

一直以来，目的论都受到很多学者的关注，并将它用于翻译的研究中。该理论强调翻译所遵循的首要法则便是“目的法则”；一种翻译的行为必须是由行为的目的决定的。为此，本文基于该理论来探究体育用品广告语的翻译，旨在结合体育用品广告语的特点和类型，翻译出令受众普遍接受的文本信息。

关键词：目的论；体育用品广告语；翻译

A study on the translation of the sports advertising language from the perspective of skopos theory

Abstract in English

In recent years, with the accelerating process of the global economic intergration, sports gradually evolves into  a kind of imporatnt intercultural communication form, the it can be said that sports ads is endless in the economic market. Therefore, in order to effectively promote the communication between Chinese and western, sports advertising language translation is getting more and more important . Sports advertising as a kind of unique language arts, which reveals the spiritual and cultural characteristics of different countries and different regions . therefore, as we can see, excellent sports advertising translation, can not only arouse the global consumers’ purchase desire,  make the audience generally accepte and approve the products ,more important is, it can be benefit for enterprises’ income, transmits the sports culture and spirit, and promote the intercultural communication.

Since always, skopos theory is attached more importance by the scholars, and is used in the study of translation. skopos theory emphasizes that translation should be followed by the first rule,that is “the objective rule”; any kind of translation action must be determined  by the purpose of the behaviors. Therefore, this paper explores the translation of sports products advertising language based on the theory , combining with the characteristics and types of sports advertising, aims to translate a target text wwhich can be generally accepted by the audience.

  Key words: skopos theory; sports advertising language; translation 

Table of content

Abstract in Chinese………………………………………………………………… 1

Abstract in English…………………………………………………………………. 2

1.Introduction ……………………………………………………………………...4

2.The generalization of sports advertising language and the translation strategy….6

2.1The characteristics of sports advertising language………………………………6

2.1.1Conciseness……………………………………………………………………7

2.1.2Instigation……………………………………………………………………..7

2.1.3Rhetoric………………………………………………………………………..8

2.2CommonTranslation strategy of sports advertising language…………………9

2.2.1literal translation……………………………………………………………... 9

2.2.2liberal translation……………………………………………………………. 9

3.skopos theory’s application in translation………………………………………10

3.1A brief introduction to skopos theory………………………………………..10

3.2The application of skopos theory to the translation……… .………….……. 11

4.The existing problems in sports advertising language translation……………....11

5.The translation strategies of sports advertising language under skopos theory...12

5.1Get a complete preparation………………………………………….……….12

5.2Get a good understanding of the source language……………...……………13

5.3Methods of adding and deleting…………….………………………………..13

5.4Cultural transformation………………………………………………………14

5.5Target consumer psychology……………………………………...…………15

6.conclusion………………………………………………………………………..16

Bibliography ………………………………………………………………………17

Acknowledgement…………………………………………………………………19