OnTranslaionSraegiesofAverisingEnglishfromheperspeciveofSkoposTheory_开题报告

Domestic research status

王晓农(2012):The main factor determining the process of translation is the purpose of translation. It is determined by the receiver's expectations, needs, knowledge and environmental conditions. In this theory, one of the most important factors that determine the purpose of translation is the "audience" - the recipient of the translation. Each kind of translation points to a certain subject, therefore, translation is a text produced for a certain purpose and some audience in the target language situation. The original text only provides all or part of the information source for the target audience. Therefore, compared with the original translation theory, the original text is regarded as the sole authority in the translation process, and the status of the original text is reduced in the Skopos theory. At the same time, that the skopos theory is accepted theory developed from the communicative theory, behavior theory, text linguistics, discourse theory and literature research field of readers, reflected by the theory and form of linguistic orientation based translation theory to change the social function, culture oriented translation theory.

李刚，李兵（2013）：According to skopos theory, the first rule followed by all translation is the Skopos rule. The purpose of translation is to determine the whole process of translation. The "purpose" here refers to the communicative purpose of the target text, which is determined by the initiator or client of the translation process. The initiator or client presents translation requirements to the translator, including the reasons for the translation, the recipient of the translation, the environment in which the translation is to be used, the functions the translation should have, and the details relating to the original text. If the information provided by the initiator or client is not clear enough, the translator must rely on his own knowledge structure or obtain information through other means.

At the same time, in the process of translation, the translator's role is very important, and he has dual responsibilities. On the one hand, he must satisfy the client's requirements, and on the other hand, he should ensure the effect of the translated text in the target language environment. In order to adapt to the functions of the translated text, the new communicative environment and the needs of the target readers, the translator should give full play to the advantages of the target language and reproduce the text. "Translation means in a particular environment, the specific purpose, for a specific recipient of translation" in "Skopos Theory", the status of the source text is greatly reduced: in traditional translation theory is at the core of the source language, is the examination of the translation good ring bad standard, is to see whether the translation faithful to the original, whether in form, style or functional equivalence; that in Skopostheorie, the source text is the translator before a lot of information source, its role is to provide translators with reference text. Besides the text, the translator must also consider the translation requirements of the client, the norms of the target language and the cultural background. The purpose of translation is the primary criterion of translation. Therefore, in order to make the translation conform to the norms of target language and cultural standards, and achieve the communicative purpose of the translation, the translator can not rigidly adhere to the original, the necessary adaptation in translation, and can according to the needs of the adjustment, delete or overwrite.

Overseas research status

Nord(2001):Nord introduces the loyalty principle into the framework of functional theory to solve the radical practice in translation practice. Her functionalist methodology builds on the functional theory framework to address translation practices or radical practices. Her function, my methodology, is based on the two cornerstones of function and loyalty. Also the "function" is interpreted as "translation" to a predetermined operation mode in the target language environment; loyalty refers to the original author, the translator and the translation function scope, adds to the translation task of communication and negotiation between the translator and the customer. Its principle of loyalty is not a concept; the latter refers only to the relation between the source text and the target text. Nord also puts forward some terms, of which the most important one is the translation outline, which mainly refers to the translation task's client's request for translation. The ideal translation schema contains the following information: the intended function of the translation, the reader, the media, the time and place of publication, and sometimes the motivation for the translation or translation. Nord distinguishes between two types of Translation: documentary translation and instrumental translation. The research and development of functional translation theories have been focused on the training of translation learners. Nord believes that functional translation theory can be applied to translation learner training in three aspects: translation schema, source text analysis and classification of translation problems. By comparing and analyzing these three aspects, the learner can clearly know which information or language elements in the original text should be kept intact, and which ones should be adjusted according to the translation intention.

As a whole, because Chinese and English belong to different language families, although they have some common features, it is difficult to achieve complete equivalence in form. Guided by the principle of purpose, adopt strategies and flexibly employ various translation techniques to make the necessary adaptation to the original text. Therefore, I have chosen On Translation Strategies of Avertising English from the perspective of Skopos Theory.

二、Paper outline

1.Features and functions of advertising language

1.1.Features of advertising

1.2.Advertising function

2.A comparison of Chinese and English advertising

2.1.Cultural differences between Chinese and English Advertisements

2.2.Language differences between Chinese and English advertising language

3.Skopos

3.1.The Development of Skopos Theory

3.2.Principles of Skopos Theory

4.Translation strategies and translation methods under the guidance of Skopos Theory

4.1.Translation Strategy

4.2.Translation Methods

5.Conclusion

Bibliography

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