目的论视角下商业广告翻译策略
目的论视角下商业广告翻译策略
现代社会中结合商业体现的广告已成为人们日常生活的重要组成部分。如今全球文化的交流与竞争都已日益激烈，广告也是跨文化交流的一部分，因此广告的翻译极其重要。对于商业的价值来讲广告是一种实用性非常强的文体，所有的广告都有一个最终的目的那就是促进产品的销售，如果翻译紧紧贴合最原始的形式，那么这种广告翻译可能不会产生商家所期待的效果甚至不能够在目标市场上起到促进销售的作用。因此，一个实用性更强的翻译策略名为目的论，它被Hans J .Vermeer和Katharina Reiss在1980年提出，是源自德国的一种重要理论。它将理论融合到具体功能中去。Vermeer将这一理论融合到翻译过程中，来说明任何一种动作都是有目的的。
基于Hans J.Vermeer 的目的论，特别是其翻译目的论的三原则，分析商业广告翻译策略的类型及其实际作用，本文结论表明，选择合适的翻译策略可提高翻译质量，对于商业广告的翻译而言可以达到提高商品销量的最终目的。本文还表明了在商业广告语言这一目的性极强的特殊应用语言中目的论在其翻译策略中发挥着重要作用，可促使广告翻译在语言出色的前提下达到宣传商品的最终目的。
关键词：目的论 广告翻译策略 商业广告
Abstracti
摘要ii
Introduction.1
Chapter 1 Theoretical Review of Teleology3
1 .1 Concept of Teleology 3
1.2 Content of the Teleology.3
T T1.2.1Skopos Rule.4
1.2.2 Coherence Rule.4
1.2.3 Loyalty Principle.5
Chapter 2 Analysis of Advertisement Language6
2.1Analysis of Advertisement Language Features6
2.1.1 Using Short and Simple Phrase.6
2.1.2 Repetition of Certain Sentences7
2.1.3 Using Rhetorical Devices.7
T T2.2 Analysis of Advertisement Language Purposes7
Chapter 3 Analysis of Translation Strategies of Commercial Advertisement in Teleology Perspective8
3.1 Characteristic of Commercial Advertisement Translation in Teleology Perspective.12
3.2 Literal Translation10
3.2.1 Rhetoric Method.10
3.2.2 Amplification Method12
3.2.3 Abridgment.13
3.2.4 Imitation Method13
3.2.5 Semantic Translation13
3.3 Liberal Translation.14
3.4 The Functions and Effects15
3.4.1 In the Perspective of Cross- Culture Communication.15
3.4.2 In the Perspective of Corporation Development and Profit .15
3.4.3 In the Perspective of Economic Globalization15
Conclusion16
Reference17
Acknowledgement18
In the current society, advertising is widespread in people's daily life, and advertising language has its own unique linguistic features and a strong functionality, which are worth further studies. In addition, a certain skill is needed to create advertising language, which needs to use the most concise language to attract the attention of consumers to maximum extent. Meanwhile, it also has to effectively demonstrate the commodity characteristics and advantages.
When translating the advertisement, no matter from English to Chinese or Chinese to English, we should obey the principle of faithfulness to the original text, and also have to use creative language to attract the attention of the consumers. The translation is not only the conversion of languages, but also the cultural transformation. The translators should use the most accurate vocabulary to make sure that consumers of all walks of life and those from different cultures understand the characteristics of the commodity. The translated version should also be vivid, concise and humorous, so as to make the product deeply impressed on consumers.
Based on Hans J. Vermeer's Teleology theory, especially the tree principles of translation Teleology theory, this paper analyzes translation strategies of commercial advertisement and its practical functions. The conclusion shows that the appropriate translation strategies can improve the quality of translation, and are able to achieve the goal of promoting sales in terms of commercial advertisements. It also shows that Teleology theory is playing an important role in the translation strategies in the special application of commercial advertising language which has a strong goal, as well as is beneficial to the achievement of the ultimate goal of promoting merchandise under the premise that the advertising language is excellent.
This paper studies strategies of commercial advertisement translation from aspects of the Teleology theory, commercial advertising translation strategies and characteristics of advertising languages, and expounds the application of common translation tactics in terms of teleology and of various advertising characteristic by using practical examples. It shows that the ultimate goal of commercial advertisements, effective sales promotion and culture publicity could be achieved by applying translation skills of the teleology.
The content of the article can be divided into three parts. The first part ,gives a brief introduction of the content of the Teleology ，It mainly includes the three major principles of the Teleology.
The second part, include characteristics of advertising languages, which are also the theoretical basis of the research in this paper., the various characteristics of advertising language and its introduction, and the final analysis of the purposes of advertising language.
The third part gives s specific analysis of the advertising translation strategies, strategy classification and its common usages. It also illustrates the practical application of various strategies in translation by combining advertising slogans of specific commodities.
Chapter 1 Theoretical Review of Teleology
Teleology belongs to philosophy categories, and it devotes itself of discuss the original order and destination of the things. In the history it is regarded as inherit the theory from Aristotle, after that Kant excavate the original theory of the teleology.
The teleology theory is an approach to translation which was put forward by Hans Vermeer and developed in Germany in the late 1970s and which oriented a more functionally and socioculturally definition of translation. Translation is not considered as a process of translating, but as a specific form of human action. In our mind, translation has a purpose, and the word “teleology” was from Greek. It’s used as the technical term for the order of the translation.
现代社会中结合商业体现的广告已成为人们日常生活的重要组成部分。如今全球文化的交流与竞争都已日益激烈，广告也是跨文化交流的一部分，因此广告的翻译极其重要。对于商业的价值来讲广告是一种实用性非常强的文体，所有的广告都有一个最终的目的那就是促进产品的销售，如果翻译紧紧贴合最原始的形式，那么这种广告翻译可能不会产生商家所期待的效果甚至不能够在目标市场上起到促进销售的作用。因此，一个实用性更强的翻译策略名为目的论，它被Hans J .Vermeer和Katharina Reiss在1980年提出，是源自德国的一种重要理论。它将理论融合到具体功能中去。Vermeer将这一理论融合到翻译过程中，来说明任何一种动作都是有目的的。
基于Hans J.Vermeer 的目的论，特别是其翻译目的论的三原则，分析商业广告翻译策略的类型及其实际作用，本文结论表明，选择合适的翻译策略可提高翻译质量，对于商业广告的翻译而言可以达到提高商品销量的最终目的。本文还表明了在商业广告语言这一目的性极强的特殊应用语言中目的论在其翻译策略中发挥着重要作用，可促使广告翻译在语言出色的前提下达到宣传商品的最终目的。
关键词：目的论 广告翻译策略 商业广告
Abstracti
摘要ii
Introduction.1
Chapter 1 Theoretical Review of Teleology3
1 .1 Concept of Teleology 3
1.2 Content of the Teleology.3
T T1.2.1Skopos Rule.4
1.2.2 Coherence Rule.4
1.2.3 Loyalty Principle.5
Chapter 2 Analysis of Advertisement Language6
2.1Analysis of Advertisement Language Features6
2.1.1 Using Short and Simple Phrase.6
2.1.2 Repetition of Certain Sentences7
2.1.3 Using Rhetorical Devices.7
T T2.2 Analysis of Advertisement Language Purposes7
Chapter 3 Analysis of Translation Strategies of Commercial Advertisement in Teleology Perspective8
3.1 Characteristic of Commercial Advertisement Translation in Teleology Perspective.12
3.2 Literal Translation10
3.2.1 Rhetoric Method.10
3.2.2 Amplification Method12
3.2.3 Abridgment.13
3.2.4 Imitation Method13
3.2.5 Semantic Translation13
3.3 Liberal Translation.14
3.4 The Functions and Effects15
3.4.1 In the Perspective of Cross- Culture Communication.15
3.4.2 In the Perspective of Corporation Development and Profit .15
3.4.3 In the Perspective of Economic Globalization15
Conclusion16
Reference17
Acknowledgement18
In the current society, advertising is widespread in people's daily life, and advertising language has its own unique linguistic features and a strong functionality, which are worth further studies. In addition, a certain skill is needed to create advertising language, which needs to use the most concise language to attract the attention of consumers to maximum extent. Meanwhile, it also has to effectively demonstrate the commodity characteristics and advantages.
When translating the advertisement, no matter from English to Chinese or Chinese to English, we should obey the principle of faithfulness to the original text, and also have to use creative language to attract the attention of the consumers. The translation is not only the conversion of languages, but also the cultural transformation. The translators should use the most accurate vocabulary to make sure that consumers of all walks of life and those from different cultures understand the characteristics of the commodity. The translated version should also be vivid, concise and humorous, so as to make the product deeply impressed on consumers.
Based on Hans J. Vermeer's Teleology theory, especially the tree principles of translation Teleology theory, this paper analyzes translation strategies of commercial advertisement and its practical functions. The conclusion shows that the appropriate translation strategies can improve the quality of translation, and are able to achieve the goal of promoting sales in terms of commercial advertisements. It also shows that Teleology theory is playing an important role in the translation strategies in the special application of commercial advertising language which has a strong goal, as well as is beneficial to the achievement of the ultimate goal of promoting merchandise under the premise that the advertising language is excellent.
This paper studies strategies of commercial advertisement translation from aspects of the Teleology theory, commercial advertising translation strategies and characteristics of advertising languages, and expounds the application of common translation tactics in terms of teleology and of various advertising characteristic by using practical examples. It shows that the ultimate goal of commercial advertisements, effective sales promotion and culture publicity could be achieved by applying translation skills of the teleology.
The content of the article can be divided into three parts. The first part ,gives a brief introduction of the content of the Teleology ，It mainly includes the three major principles of the Teleology.
The second part, include characteristics of advertising languages, which are also the theoretical basis of the research in this paper., the various characteristics of advertising language and its introduction, and the final analysis of the purposes of advertising language.
The third part gives s specific analysis of the advertising translation strategies, strategy classification and its common usages. It also illustrates the practical application of various strategies in translation by combining advertising slogans of specific commodities.
Chapter 1 Theoretical Review of Teleology
Teleology belongs to philosophy categories, and it devotes itself of discuss the original order and destination of the things. In the history it is regarded as inherit the theory from Aristotle, after that Kant excavate the original theory of the teleology.
The teleology theory is an approach to translation which was put forward by Hans Vermeer and developed in Germany in the late 1970s and which oriented a more functionally and socioculturally definition of translation. Translation is not considered as a process of translating, but as a specific form of human action. In our mind, translation has a purpose, and the word “teleology” was from Greek. It’s used as the technical term for the order of the translation.
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