Abstract:With the improvement of people’s living standards, more and more car brands begin to enter Chinese market. As an important part of automobile advertising, Auto advertising slogan is a powerful weapon to impress consumers, so the translation of automobile advertising slogans becomes more important yet more difficult. The Skopos Theory provides a theoretical and practical perspective for the translation of slogans. According to Skopos Theory, the three principles to determine any translating process are Skopos Rule, Coherence Rule and Fidelity Rule. Since the purpose of advertising is to promote products, and to stimulate people’s consumption, the translator should focus on achieving the desired purpose of the slogan in the target culture. Through the analysis of translation examples, the paper summarizes four effective translation methods: literal translation, additional translation, omission and free translation. In many cases, they are the necessary means to realize the function of the auto advertising slogan in the target text.
Key words: Skopos Theory; automobile advertising slogans; translation strategies
CONTENTS
Abstract
中文摘要
1. Introduction-1
2. Advertising Slogan-2
2.1 Definition-2
2.2 Functions of Advertising Slogan-2
2.3 Auto Advertising Slogan-3
3. Skopos Theory-4
3.1Skopos Rules-4
3.2Coherence Rules-5
3.3 Fidelity Rules-5
4. The Application of Skopos Theory in Translating Auto Advertising Slogan-5
4.1 Literal Translation-6
4.2Additional Translation-7
4.3 Free Translation-8
4.4 Omission-9
5. Conclusion-1-
Bibliography-11
Acknowledgements-12
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