Abstract: Nowadays, we have entered the time of science and technology, so communication plays an important role on the international stage. China, as a developing country, has established good relationship with many countries. More and more foreign visitors and students come to our country for further study, so public service, a kind of international communication, becomes increasingly pivotal. Public Service Advertising is a kind of non-commercial advertisement which aims to raise awareness of particular causes by advocating or warning, to promote the construction of social spiritual civilization. As a special form of advertisement, Public Service Advertising has made great contributions to the progress of social civilization with the help of modern media. Advertisement is unconsciously influencing people’s daily life. The translation of public service can better restrain the public’s social behavior and enhance the public’s social responsibility. Therefore, English translation of Chinese public service advertising is of vital importance in China today.
The core idea of Skopos Theory is that the most important factor in the translation process is the purpose of the whole translation behavior. The paper, starting from the Skopos Theory, explores the translation strategies of public service advertisements, which is conducive to better display of the social function of public service advertisement and the development of China’s public service advertising.
Key words: Public Service Advertising; Skopos Theory; Translation Strategies
Contents
Abstract
中文摘要
Introduction-1
I.-General Introduction to Public Service Advertising-3
A.-Definition and Role-3
B.-Development of Public Service Advertising in China-4
C.-Characteristics of Public Service Advertising-5
II.-Comparative Analysis of Language and Culture Differences between Chinese and English Public Service Advertisements-7
A.-Difference in Language and Way of Thinking-7
B.-Cultural Difference-7
1.-Social Customs-7
2.-Cultural Values-8
III.-Translation Strategies from the Skopos Theory-10
A.-Basic Concepts of Skopos Theory-10
B.-Problems in Public Service Advertising Translation-11
C.-Translation Strategies of Public Service Advertising Based on Skopos Theory-12
1.-Literal Translation-13
2.-Corresponding Translation-13
3.-Free Translation-14
Conclusion-16
Biography-18
Acknowledgements-19
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