On English Translation Of Fuzzy Language In Chinese Commercial Advertisements From The Perspective Of Skopostheorie

Fuzzy language refers to the language expression which has uncertain semantic boundaries and which can express the maximum amount of information with the minimum amount of language. Commercial advertisements are effective medium to connect consumers and commodities, and its main purpose is to prompt customers to buy the recommended goods. The language of such advertisements is characterized by strong imperative power and persuasive force. Therefore the copywriters of advertisements often choose commendatory fuzzy language to sugar up products. Fuzzy language doesn’t make the language of advertisements vague, instead it makes the language vivid and expressive, helping attract customers with different kinds of needs and avoid offending them. With the rapid development of society and economy in China, domestic commodities have acquired the characteristics of international sales, and so the study about English translation of fuzzy language in Chinese commercial advertisements (CCA) is of great help for publicizing and promoting the sale of Chinese products in English-speaking countries.The extensive use of fuzzy language and its positive role in advertisements have caught the attention of relevant scholars at home and abroad. They analyze the features, the meaning of interpersonal function and the manner of construction of fuzzy language in advertisements from such perspective as semantics, pragmatics, adaptation theory and relevance theory, and so on, and put forward some corresponding translation strategies. Their previous studies provide realistic context and thought resources for the thesis. However, it is regretful that there is no systematic study of comparison about fuzzy language in Chinese and English commercial advertisements (CECA) to guide the related translation practice. In view of this, the thesis attempts to conduct comparative study about fuzzy language in Chinese and English commercial advertisements at language levels (phonology, lexicology and rhetoric) and culture levels (value, psychology, and character). Under the guidance of Skopostheorie, the present thesis takes the skopos of translation as the orientation, follow the principles of English language and culture, and proposes the strategies of domestication foreignization and proper translation methods (literal translation, liberal translation, parody, imitation, variation and recreation) and skills (combination, division, addition and omission), in an effort to guide the practice of English translation of fuzzy language in Chinese commercial advertisements so as to improve the quality of the translation, increase their readability and acceptability for English readers, and ultimately achieve good advertising effect of publicity.