The Translation Of English Applied Art Text Under The Guidance Of Skopos Theory—Translation Practice Report Of Brand Spaces

This translation practice report is based on the translation of Brand Spaces published by Gestalten. Brand Spaces belongs to applied art texts and demonstrates various ideas and methods in exhibition designs with a large number of pictures attached. This report mainly consists of four chapters. The first chapter is literature review which mainly expounds three rules of skopos theory and the previous studies. The second chapter includes the contents, language characteristics and style of the source text. In chapter three, translation process is shown including preparations, difficulties while translating the source text and the modification. In the main chapter of case analysis, the translator analyzes the problems existing in the translation practice and explores how translation techniques and methods are effectively applied to the translation practice under the guidance of skopos theory. Zero translation is adopted for the well-known design studios which obeys the fidelity rule;following the skopos rule and coherence rule, techniques of omission, amplification and conversion and four-character Chinese structures are used to ensure the readability of the translated text and serve the aesthetic purpose; confirming to the fidelity rule, multimodal translation with combination of pictures and words is adopted in the display design for reshaping the real design cases. In the conclusion part, a summary of the translation practice including problems in the translation process as well as the personal inexperience and gains is made.During the process of translating Brand Spaces and case analysis, this report has explored four issues related to the translation of applied art texts, which translators should pay much attention to. Skopos theory is a suitable guidance for the translation of applied art texts; keeping to the three rules of skopos theory and the communicative purpose,translation methods and techniques should be chosen differently; the preparation before translation can ensure the quality of translated versions; training and improving the intercultural communicative competence is essential to translators.