论文总字数：29156字

摘 要

随着经济全球化的快速发展，在国内推销产品已经满足不了市场的需求，更多的企业选择向国外宣传，但是在翻译广告时，由于各国的文化差异以及读者接受程度和语言本身的区别，译文和原文往往存在差异，译者会通过自己对原文的理解选择不同的翻译方式来实现译文的预期目的和功能。本文以功能翻译的核心理论—目的论为依据，以食饮食广告翻译为例，分析目的论三大原则在广告翻译中的应用，证实了目的论在广告翻译中的重要性。

关键词：目的论，饮食广告翻译，翻译策略，三大原则

中文摘要和关键词与英文摘要和关键词，在内容上要保持一致。尤其是关键词。

统一使用1, 1.1模式（即二级标题）。采用自动生成方式制作，目录保留到二级标题，所有标题靠左顶格。

一级标题用粗体，二级标题不加粗。所有标题首字母和实词首字母均大写；

Contents

1. Introduction 1

2. Literature Review 1

2.1 Three Rules of Skopos Theory 2

2.2 Concept of Advertising 3

2.3 Features of Dietary Advertising 4

2.4 Relevance of Skopos Theory to Advertising Evaluation 5

3. Application of Skopos Theory in Dietary Advertising Translation 6

3.1 Application of Dietary Advertising Translation under Skopos Rule 6

3.2 Application of Dietary Advertising Translation under Coherence Rule 8

3.3 Application of Dietary Advertising Translation under fidelity Rule 9

4. Conclusion 10

Works Cited 11

1. Introduction

With the rapid development of international commerce and promotional international exchanges, advertising translation theory and practice have a significant function in international economic prosperity. Advertising, a kind of special text unlike novels, poems, editorials and others, has very specific purpose to sell their product or service with profit.

Translating advertising into another new language is different from the original language translation, the translator needs to have knowledge about social, cultural, language, aesthetics, economics, folklore, advertising essence and other aspects. At the same time, there needs some new policy principle when translate. Vermeer proposes that the Skopos Theory is a translation function theory. In his definition, behavior certainly has a purpose, the purpose is to analyze why. Vermeer thinks translation is an action under the guidance of three rules like Skopos rule, coherence rule and fidelity rule. Between them, fidelity should obey coherence, and both rules obey the Skopos rule.

2. Literature Review

In the history of translation researches, people use the most authoritative standard like equivalence or faithfulness to evaluate the quality of translation and whether it is successful or not. This way of translation evaluation is conventional and over-simplified. Although this trend plays an active role in guiding practice of translation and regulating the field of it, other factors should not be ignored, because translation is a complex human activity and the study of translation also should be descriptive. Under the situation, the Skopos theory, by viewing translation as an action with purpose, tries to open up a new perspective on such aspects as the status of the source text, the target text, their relationship, the essential of translation, the thought of the translator, translation standards and strategies. Skopos theory is the nature of the translation function theory which is proposed by Hans J. Vermeer in Germany in the 1970s. This is a new view to research translation, which is no longer restricted by the view of conventional original text oriented. Vermeer finds that every behavior has a purpose, and, of course translation is an action, it will have a purpose too. The purpose is assigned to every translation by means of commission.

The German functional translation theory is proposed in the 1970s and 1980s. The functional sort of translation criticism is included from Katharina Reiss, Skopos theorie from Hans J. Vermeer, Justa Holz-Manttari"s theory of translational action and Function plus Loyalty Principle from Christiane Nord. Vermeer"s Skopos theorie is the key element of functional translation theory. It emphasizes interaction and pragmatic features of tranlation. He thinks the form of target language is firstly decided by function what is the purpose in the target language context.

We can distinguish between three possible kinds of purpose in the field of translation: the general purpose aimed at by the translator in the translational process, the communicative purpose aimed at by the target text in the target situation and the purpose aimed at by a particular translation strategy or procedure. Neverless, the term Skopos usually refers to the purpose of the translator. (Nord, 2001: 27-28) which is choosed by the originator of the translational action.

2.1 Three Rules of Skopos Theory

We will take different strategy and methods if we have different translation purposes.That explains what is Skopos theorie. When translating, the translator should follow three general principle—Skopos rule, coherence rule and fidelity rule.

Vermeer explains the Skopos rule in the following way: Each text is produced for a given purpose and should serve this purpose. The Skopos rule thus reads as follows: translate/interpret/speak/write in a way that enables your text/translation to function in the situation in which it is used and with the people who want to use it and precisely in the way they want it to function. (Nord, 2001: 29)

Intratextual coherence specified that a translation can be read and accepted by readers, achieve coherence both the intertextual and the communicative context of translator receivers. That means translated text should be comprehended by target-text receivers with their own communicative situation and both cultures.

At the same time, we have to know that since the target text is proposed according to the consitution offered in the original text, it is expected to support some kind of the relationship with the original text. This relationship is what Vermeer called “intertextual coherence” or “fidelity”. As in the case of the Skopos rule, the important point is that intertextural coherence should exist between source and target text, while the form it takes depends both on the translator"s interpretation of the source text and on the translation Skopos(Nord, 2001:31). Among the three rules, fidelity should obey coherence, and both rules obey the Skopos rule. Nord proposed two translation ways: documentary translation and instrumental translation. The function of former is the document of original-culture communicative interaction for target-culture readership. It has a metatextual function and has four translation forms like interlineal translation, literal translation, philological translation and the exoticizing translation. The function of latter one is as instrument for target-culture communicative interaction modelled according to source-culture communicative interaction. Its target text includes refereatial/expressive/appellative/ phatic function and/ subfunction. Three forms of translation are equifunctional translation, heterofunctional translation and homologous translation. Though Skopos theory is related to documentary translation, it is a reader-centered or we can say target-culture-oriented theory basically. Under the circumstances, Skopos theory is espeacially suited for translating appellative and informative text.

2.2 Concept of Advertising

Advertising itself is a modality of persuasion. The word “Advertise” is explained as “to make (something for sale, services offerd, a room to rent, etc) known to the public, e. g. in a newspaper or on television” in Longman Dictionary of Contemporary English. In order to promote some product or service, advertisement will catch people attention and view by television, magazine, radio, newspapers or website to make a good propaganda effect. Nowadays, advertisement is divided into commercial advertising and noncommercial advertising. Former aimed to promote and earn more money, latter is more likely to be a warn or public service. It is a kind of practical application with high economic value. Generally speaking, men subconsciously refuse to accept advertising because they think that are unreal or exaggerated. Maybe I do not need that, but why they always happen in my line of sight. On this occasion, it is necessary to have an excellent advertising what can attract potential customers and induce them to have a further reading, so that make the interest in advertising product. A successful advertising ought to have unique style, which was much infectious. At the same time, the translator needs to keep the original style with concise, vivid and visual words.

Advertising itself is a persuade action, persuading men to accept and take action about their product, so there is no doubt that advertising language must have the main function of informative function and appellative function. According to the definition about advertising, its text automatically belongs to appellative text. For this kind, translation typology can provide effective guidance.

Specific Skopos contributes to advertising appellative funcation. The Association of National Advertisers summarized the purpose of advertise as “ACCA” what is awareness, comprehension, conviction and action. (Liu Xiuyu, 2002: 4). In the modern information society, it is the key of successful advertising whether attract customers attention and understanding or not. Only when men learn the specific content, they will have desire then take action to buy the promotional goods. That is the real purpose of advertising also the tranlationed. It may be fail if the translation can not achieve that purpose.

Essence of advertising translation means the target text must obey translational Skopos rules, just it should get expect goal in the target environment and culture. Thus it can be learned that theory of translational function and Skopos theory are very proper for translating advertisement, having much effective guidance action.

Xu and Wang state that wonderful advertising likes floating iceberyon the sea, people see the shinning up-part, but do not forget the down-part hidden under water. (Xu shaokang amp; Wang zhenhua, 1994:43). There is no doubt that advertising, as a part of culture, reflects the culture and is restricted by culture. Of course, advertising translation is limited by cultural factors too. When it appears contradiction or friction between target language culture and original language culture, translator needs to consider readers situation much more. Creating the target text what is more likely to be understood, received and accepted to bring about expect function. From this, allowing theory of translational action apply to advertising translation get a huge benefit. Here, we mainly discuss the dietary advertising translation with the Skopos theory.

2.3 Features of Dietary Advertising

As an important part of advertising, dietary advertising has its special features as follows:

(1) People think quality is the most basic requirements on the dietary. The essential glittery point is its health, freshness and expiration date, so their advertising must be conform to the hygiene license.

(2) Showing the appetite. It can satisfy people’s sensual requirement if advertising emphasize dietary with color, smell and taste.

(3) Dietary advertising underlines the low sugar, less heat, little fat and salt in the dietary to ensure they are the green nature dietary.

(4) Dietary advertising needs unique style by searching its invisible emotional factor and stylish connotation.

(5) In addition to the above mentioned it is a good idea to establish a health responsible company image to reflect enterprise affinity and closeness.

2.4 Relevance of Skopos Theory to Advertising Evaluation

According to Skopos theroy, I support that we can evaluate dietary advertising from following aspects:

Firstly, reaction psychology of readers. Advertising, as buying behavior, caused and dominated by motives. Only when advertising arouses the reader"s resonance, inspires their consumption desire and mobilizes their active cells, it can stimulate the reader to have buying desire. Some advertising deliberately sets skillful suspense to excite their curiosity. People want to satisfy curiosity so that they can not wait to see the content advertising. In addition, some advertising is subtle and meaningful, readers may rethought again after reading. Another advertising has humor language and easily context. In short, translating just like creating. It is the most important point that translator needs to think about the feeling of readers, rather than verbatim translation. Because of the active participation of translator, some target-text is even more excited than the original in a particular geographical.

Secondly, the difference of original and target text culture. From the Skopos theory, the translation process should achieve its intented function in the target language culture. The expected function of advertising translation is various advertising function what reproducts the original in the source language in a new cultural environment, such as products promotion, convinced customers and consumption encouragement, etc. Many of them show their beauty from language, then readers will appreciate the connotation by association. But two different independent language like English and Chinese, former is fusional language with latter is isolating language, they are hard to find words correspondence. At that time, the original text beauty will have a discount that can not be expressed very well. To retain the aesthetic feeling, translator ought to try to find the features of goods. They can change, add, delete translation to achieve target culture are consistent with original culture by the unique form of target language, so that they can create translation who has the greatest effect of publicity.

Thirdly, advertising styles. Different styles have different aims and functions, so they will choose to use different translation strategies. Back in the 1980s, it was to explore the relationship between text and translation theory from the stylistic view.(Liu miqing, 1985:3). When it comes to advertising translation, we especially need to learn target language culture specification to make the translation style in line with the exotic reader"s tastes. Though there is serious aesthetic in the worldwide, people still are fond of humor concise language. As a sub-literary genre, advertising translation is unlike ordinary literary translation which purchase the closest to nature of equivalence, also different from usual technical style translation which emphasize semantic equivalence, but between both of them. Therefore, it is necessary to seek their own advertising translation theoretical basis, principles and standards in lines with the development of the translation itself. Skopos rule satisfy this requirement.

Finally, the advertising function. Advertising should have following function: informative function, vocation function, aesthetic function and expressive function. Of course, vocation function is the most important one. Advertising is a kind application available style with high economic value. It can be divided into rational and emotional by different express ways of body. The former introduce product information rationalizedly like its composition and use. The latter focus on emotional interaction with the audience. Successfully transplanting variety function of original text, so that target receiver in target language culture gets the appeal and attraction much easier through translation, then takes action to buy that goods. To achieve the purpose of bussiness promotion is the first principle of advertising translation.

3. Application of Skopos Theory in Dietary Advertising Translation

As previously mentioned, function translation theory is gradually used in advertising translation in its development process. Advertising translation study has an indissoluble bond with it. Practice has proved that if using the right rules, strategies, means of function translation theory, we will create beautiful translation and receive the desired advertising effect. Following I will discuss application of Skopos Theory in dietary advertising translation.

3.1 Application of Dietary Advertising Translation under Skopos Rule

According to Skopos Theory, all translation follow the Skopos rule as the first principle: the purpose of translation behavior determines the overall translation process behavior, that means results decide methods. Skopos theory breaks through the traditional limitations of translation criteria, get rid of the long time “equivalent” “equivalece”, ”faithful” and other standards shackles. Skopos rule is a purpose-guide rule. Thus, in specific translation activities, original text is only one of various types of information used by the translator, translator extracted information which is considered to meet its communicative function. The purpose of the translation is always in the first place. Thus, Skopos not only gives greater choice right to translator, translator can adjust translation strategies according to the intended function or purpose of the translation, use translation methods and techniques to deal the original text flexiblely. English proverb says “the end justifies the means”. Keeping direct literal translation if you can. That will retain the original “Western style” or exotic and convey the original image, metaphor and ethnic characteristics, etc; when it can not do the literal translation, it is not rigidly conform to the original form, grasp the whole, make appropriate modifications and adjustments, or paraphrase, or translation, or simulated translated or rewritten. As long as target text can be understood and accepted by the reader. Ultimately promoting the goods, the chosen method is the most suitable method. Following are some examples:

a. 世界首创，中国一绝。天然椰子汁。

Translation: The pioneer of the World. The most delicious in China. Natural Coconut Juice.

This translation is equivalent with the original text in form and it conveys the meaning, but without compliance with the features and habits of English advertisements. As a result, it can’t be easily accepted by consumers of target language and it is difficult to achieve the desired objective. Therefore, the original text can be translated into “Natural Coconut Juice: a world special With an enjoyment beyond all your Words”. It’s literal translation which is stiff and vague, those who are familiar with English might feel very difficult to understand it, there’s no doubt that foreign readers won’t know what it means. In general, the translation doesn’t embody the effect of pun, what’s more, it plays an unique part in the wide divisions.

Principle of Skopos decides that advertising translation should emphasize on feelings of readers and cater to the psychology of consumers. The biggest difference between business advertising translation and literary translation is that literary translation should be faithful to the original text, so the readers will take initiative to try to know the author’s idea. However, advertising translation have to be close to readers. Only in this way can we achieve the goal of advertising translation. Following advertising shows it:

b. 藕粉，富含营养，科学精制而成。

Translation: Lotus root starch, it is very nutritious, a scientifically and highly finished product.

When such products are launched overseas, they are not approved by consumers because the translations don’t cater to psychology of customers. In Chinese, the word “Fen” means “refined powder”, but the word “starch” in the translation indicates that the product is a white substance that is found in quite large amount in bread, potatoes, etc. It Implies that lotus root starch is a kind of dietary full of sugar, so people will gain weight if eating. Thus, natural dietary won’t be popular in west. In addition, “scientifically refined” may cause misunderstanding of “artificial component”, for consumers of Britain, American and other countries, such products won’t have any appeal to them. On the contrary, they are more eager to pure natural dietary. Only when we change the word “starch” into “powder” can the products attract more customers so as to realize the promotional function of advertising.

c. A taste of distinction, only a few can tell.(Martell)

1) 些微区别，一试明了。

2）卓越人士的非凡品味。

3）滴酒见尊贵。

Martell is a kind of vintage wine, business people like to show their superior status though it. Carefully thinking, in fact, the original has two meanings, the first is translation 1), the second is 2). But if you want to translate into Chinese, translation 2) seems to be more proper, in line with its purpose of companies. Translator thinks and alloys the two meanings together, then they get translation 3). They not only can retain the original features translation 3). They not only can retain the original features and style, but also make the same psychological reaction with the original readers. This is the real requirement under Skopos rule.

3.2 Application of Dietary Advertising Translation under Coherence Rule

Coherence rule refers to comply with the principle of "coherence within the language", that target text need to be understood by readers and be meaningful among communication environment and culture. Only the recipient considers the target text is compatible with their environment, the interactive communication will be regarded as a success. This principle is similar to the traditional translation standard “expressivenss”. Applying the coherence rule into dietary advertising, this situation can be said of the successful translation. Following we have some examples:

d. 饮“美的青春茶，青春又健美”

“美的青春茶”是中国乌龙茶珍贵饮品。此茶配以我国传统医学配方十味自然植物，以科学方法精练而成，具有清除脂肪，减肥的功效，经常饮用，容光焕发，青春永驻。

XX茶叶有限公司

Translation: Stay Slim With“The Well—known Tea”

“The Well—known Tea” made from the finest Chinese oolong tea and ten different Chinese herbs. Effective in reducing body fat. Keeps a person fit all the time. Good for both sexes and all ages. No dietary necessary.

XX Tea Product LTD．

(Zhou xiao amp; Zhou yi，1998: 161)

Besides monotonous language and grammatical errors, the translator also ignores English cultural customs. Chinese culture emphasize on group identity, so “XX products, our choice” often appears in Chinese advertising, including “the pursuit of the public” or “beloved by appeals”. English culture focused on individuality, so their advertising often use personalized, individual, independent, privacy as a theme. In this, translator adds new information “Good for both sexes and all ages” as a important propaganda point to convey the target reader “products for ages”. This information is clearly influenced by Chinese Mass Culture. Translation, considered from the language and cultural point of view, can not be regarded as a successful translation.

e. 即饮柠檬茶，喝一杯，令您怡神醒脑。

1)A glass of instant lemon tea makes you refresh．

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