A Study On The C-E Translation Of Advertisement From The Perspective Of Skopostheorie

With the global economy developing fast and greatly, more and more producersrealize that the C-E advertisement translation can bring many benefit and it is veryimportant to products. The study of translating Chinese advertisement into Englishversion is very significant both theoretically and practically.Advertisement means to publicize the features and advantages of products widely.The existence of advertisement has its special meanings. And the significance ofadvertisement is to promote the consumption. So only being faithful to the Chineseadvertisement is not enough for the translated advertisement to attract more and moreconsumers. Thus this thesis studies C-E advertisement translation from theperspective of the Skopos Theory.In the1970s, Vermeer, a very famous German functional translation theorist, putforward the Skopos Theory. The Skopos Theory bases on the Speech Act Theory andIntercultural Communication Theory, regards every act purposeful. According to theSkopos Theory, translation is the process that must take the purpose of sourcelanguage text as guidance, the target language recipient as object, the realization ofthe final purpose and functions of the source language text as terminal pursuit. Thesecharacteristics of the Skopos Theory fit the skopos of C-E advertisement translation,and guide the C-E advertisement translation as well.This paper regards the Skopos Theory as the basic theoretical framework andstudies the C-E advertisement translation. According to this study, there exist twomain factors influencing the C-E advertisement translation: one is linguistic factorsand the other is non-linguistics factors. And there are three principles: smoothness,preciseness and conciseness. Besides, there are eight strategies:(1) Direct translation:which means translating directly to maintain the promotional effect of Chineseadvertisement.(2) Free translation: translators adjust the sentence structure in the C-Eadvertisement translation.(3) Addition: to add something in the translation.(4)Creation: means to translate creatively.(5) Condensation: just translate some necessary information of English advertisement.(6) Adaption: to adjust the sourcetext to comply with the cultural norms of the target text.(7) Imitation: to imitatefamous English poems or advertisements in the translation.(8) Zero Translation: donot do any translation deliberately in the C-E advertisement translation.