Abstract: With China's entry into the WTO, foreign brand cars into the Chinese market , and China's automobile brands also into the international market, automobile advertising translation has played a more and more important role not only in the development of the auto industry, but also in economic and trade activities, and even in people’s daily life. Automobile advertising language style and its special function determines the particularity of automobile advertising translation.Traditional translation criteria cannot adapt to the flexibility, so adjustments in advertising translation become necessary. Based on the "skopos theory", as the guiding theory, which puts the intended purpose of the translation in the top slot for the quality of translation, this paper analyses the automobile advertising language in terms of lexical, syntactical and rhetorical features, and sums up the proper translation strategies of literal translation, free translation, addition translation, omission translation and creative translation. so as to further the study on the advertisement translation and practice.
Key words: automobile advertisement; Skopostheorie; language features; translation strategies
Contents
Abstract
中文摘要
1. Introduction-1
1.1 The Definition and Function of Advertisement-1
1.2 Automobile Advertisement Translation Studies at Home and Abroad-2
1.3 Structure of the Research-3
2. Skopos Theory-3
2.1 Basic Concepts of Skopostheorie-4
2.2 Three Principles of Skopostheorie-4
2.2.1The Skopos Rule-5
2.2.2The Coherence Rule-5
2.2.3The Fidelity Rule-6
2.3 Merits of Skopos-7
3. Application of Skopos Theory in Automobile Advertisement Translation-8
3.1 The Features of Automobile Advertisement-8
3.1.1 Lexical Features-9
3.1.2 Syntactical Features-10
3.1.3 Rhetorical Features-11
3.2 Strategies for Automobile Advertisement Translation-13
3.2.1 Literal Translation-13
3.2.2 Free Translation-15
3.2.3 Addition Translation-16
3.2.4 Omission Translation-18
3.2.5 Creative Translation-19
5. Conclusion-20
References-21
