Abstract:With the rapid development of Internet economy, Internet ads have become a new method for the advertisers to promote their products. Speaking to advertising translation and translating theory, many scholars have put forward their own studies. However, there is a neglected field about analyzing the translation of Internet ads from the perspective of Skopostheorie. This thesis collects the Chinese and English versions of French perfume Internet ads and mainly applies the Skopos rule of Skopostheorie and duly uses the coherence rule and fidelity rule to analyzing the language features of Chinese versions including speech, vocabulary, syntax and rhetorics. In addition, it also analyses the influence of Chinese culture on Chinese language and Internet ads during the translation process. Nineteen pieces of English and their Chinese versions of French perfume Internet ads are collected respectively and analyzed. Although there are still some limitations of the present study such as lack of studying materials and the conclusion of the language features of Chinese versions may not be completed in rhetoric methods and speech, it is hoped that the findings of this thesis will provide the reference for the foreign perfume producers and guidance for the Chinese translators.
Key words: French perfume Internet ads; language features; Skopostheorie; E-C translation
摘要:随着网络经济的快速发展，网络广告已成为广告者的新宠。对于广告翻译和翻译理论，众多学者都有自己的研究，但却忽略了运用目的论分析网络广告语的翻译。本文收集了法国香水品牌的网络广告的中英文版本，主要运用目的论的目的原则和适当地运用连贯原则和忠诚原则对其汉语译文进行了语音、词汇、句法和修辞研究。另外，本论文分析中国传统文化对中国语言以及对法国香水品牌网络广告语的英译中的影响。本论文分别收集了19条英文法国香水网络广告语及其汉译版并对其作了分析。尽管本文仍存在一些缺陷，如研究材料仍有些不足，对语音和修辞方面并未深入分析，但希望本文的研究结果能为国外香水品牌制造商在中国投放广告时提供一些参考和为中国翻译者提供指导。
关键词：法国香水品牌网络广告语；语言特征；目的论；英译汉
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