Creative Treason In Advertising Translation: From The Perspective Of Skopostheorie

The economic globalization causes people to pay more and moreattention to trans-cultural advertising translation. Some work has beendone to explore into advertising language and advertising translation,however, these explorations are not effective enough to meet thedemands.From the perspective of Skopostheorie, this dissertation exploresinto creative treason in advertising translation, aiming to break thelimitation in existing research, improve present advertising translation,and provide some reference for advertising translators. Originally,creative treason is an important concept in comparative literature. It isenlightened by Skopostheorie to apply it into advertising translation.Skopostheorie, which is developed from German functional approach,points out that translating is a purposeful activity based on the text ofsource language, and that the maximum criteria for translating during itsprocess is determined by its purpose. Without doubt, this theory providesa new angle for creative treason in advertisement translation.This dissertation tries to apply Skopostheorie into advertisingtranslation. It illustrates the necessity and reasonability of creative treasonin advertising translation from the perspective of Skopostheorie, and putsforward the criterion for a successful advertisement translation, which isweather it has been well accepted by the target audience and has helpedthe product advertised make maximum profits in the target market. Toachieve this, primary consideration should be given to the language andthe culture of the target audience. The translating principle for advertisingtranslation should be the target-culture-and-language-oriented principle. The dissertation discusses the following aspects of creative treasonin advertising translation from the perspective of Skopostheorie.The introduction of the dissertation points out the reasons forstudying advertising translation from the perspective of Skopostheorieand the reasons for employing the concept of creative treason inadvertising translation.The first chapter is the introduction of advertising, which includesthe definition, essentials, functions, language features and components ofadvertising.Chapter two is a review of advertising translation in China andabroad, providing a detailed illustration of previous views on advertisingtranslation.The third chapter is the theoretical framework of the dissertation. Inthis part, developing stages of Skopostheorie to translation are reviewedand the main rules of Skopostheorie are stated. The main purpose is toexplore the enlightenment of Skopostheorie and its related functionalistapproach in advertising translation.In chapter four, the author tries to illustrate that creative treason inadvertising translation is inevitable, reasonable and objective. At first,relevant concepts of creative treason in translation are interpreted.Then the reasons for creative treason are analyzed, which include thetranslator's objectivity and subjective reasons, the interference of theculture factors and the interference of the language factors. It ispointed out that because of the unique text function of advertising,creative treason in advertising translation is supported with Skopostheorie,and it has its reasonability and objectivity. In chapter five, the principle of creative treason in advertisingtranslation, which is target-culture-and-language-oriented, is illustratedtogether with the strategies of adaptation.The conclusion sums up the content of the dissertation and arrives atits conclusions: (1) Advertising is a kind of vocative text that has itsunique character of function and purpose. In advertisement translation,the translator is the receiver of the text of source language; however, he isalso the creator in the text of target language. Therefore, he shouldparticipate in this communicative action actively and creatively. Duringthis process "creative treason" inevitably occurs. (2) Creative treason inadvertising translation emphasizes on using flexible ways to translate thetext, including adaptation and abridgement such as addition, omission,division, and substitution besides literal transfer in order to satisfy theneed and expectations of the target audience. Whatever translationmethod is adopted, the translator should follow the principle that istarget-culture-and-language-oriented.