Skopos Theory and Advertising Translation 英语专业硕士毕业论文.doc
《Skopos Theory and Advertising Translation 英语专业硕士毕业论文.doc》由会员分享,可在线阅读,更多相关《Skopos Theory and Advertising Translation 英语专业硕士毕业论文.doc(60页珍藏版)》请在三一文库上搜索。
1、Skopos Theory and Advertising TranslationChapter I IntroductionThis part, which serves as the introduction to the thesis, first defines the key term “advertising” and expounds its essential functions, then it moves on to provide a brief review of relevant studies, and finally, it explains the necess
2、ity and purpose of the research.1.1 Definition and functions of advertising1.1.1 Definition of advertisingThe definition of advertising given by the American Marketing Association (AMA) is commonly regarded as the most standard one: Advertising is the non-personal communication of information usuall
3、y paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media (Zhao Jing, 1992:1) .1.1.2 Functions of advertisingAdvertising is both applauded and criticized for its role in selling products and its influence on society. For years, cri
4、tics have denigrated advertising for a wide range of sinssome real, and some imagined. The result has been a steady growth in the number of consumer groups, business organizations, and government bodies that now regulate virtually everything that advertisers say and do (Arens, 1996:39). Anyhow, adve
5、rtising does play a very important role in both reflecting and shaping our society. Five different functions have been identified for advertising. They are briefly discussed below.1.1.2.1 The marketing functionAlong with sales promotion, public relations and personal selling, advertising is one of t
6、he vehicles employed by a business or an organization to communicate with its customers. Although advertising is only one element in a companys overall promotional program, it is the most visible one (Wells, 1989:9).1.1.2.2 The communication function Advertising is a form of mass communication. It t
7、ransmits different types of market information to match buyers and sellers in the market place. Advertising both informs and transforms the product by creating an image that goes beyond straight forward facts.1.1.2.3 The economic function The two major schools of thought concerning the effects of ad
8、vertising on the economy are the market power school and the market competition school. According to the market power school, advertising is a persuasive communication tool used by marketers to distract consumers attention from the price of the product. In contrast, the market competition school see
9、s advertising as a source of information that increases consumers price sensitivity and stimulates competition.Actually, little is known about the true nature of advertising in the economy. Charles Sandage, an advertising professor, provides a different perspective. He sees the economic function of
10、advertising as “helping society to achieve abundance by informing and persuading members of society with respect to products, services, and ideas.” In addition, he argues that advertising assists in “the development of judgment on the part of consumers in their purchase practices” (Wells, 1995:14).1
11、.1.2.4 The social function Advertising has a number of social functions. It informs us of new and improved products and teaches us how to use these innovations. It helps us compare products and features and make informed consumer decisions. It mirrors fashion and design trends and contributes to our
12、 aesthetic sense (Wells, 1989:11). 1.1.2.5 The educational functionAdvertising, as an educator, speeds the adoption of the new and untried and, in doing so, accelerates technological advances in industry and hastens the realization of a fuller life for all. But advertising must be more than educatio
13、nal to be successful. It must also be persuasive to move people to action, whether that action is the purchase of a different brand of breakfast cereal or regular attendance at church.1.2 Literature review1.2.1 Tendencies in translation theory developmentTranslation has been in existence since ancie
14、nt times, but it is mainly marked by literary translation. Translation theories develop with translation practice. And there are always debates about translation strategies. Although such debates lead to no agreement on translation strategies, yet many translators agree that the process of translati
15、ng involve both procedures: a faithful reproduction of formal source-text qualities on the one hand, and an adjustment to the target audience on the other.Since the 1960s, with the development of modern linguistics, translation studies have come to a new stage. New theories spring out and tend to be
16、 more flexible. Among all the translation theories two main clues can be clearly seen. One is that translation studies break with purely linguistic translation theory to be a theory combining linguistics (including semantics, syntax and pragmatics), sociology, and intercultural communication. Transl
17、ation is now widely regarded as a “cross-cultural event” (Snell-Hornby, 1988). The other clue is that the target text reader has been assigned an important role. Nidas dynamic equivalence theory emphasizes that the effect the target text creates on the target text reader is similar to that of the so
18、urce text on the source text reader. Relevance theory also places emphasis on the target audience. In Gutts view, translation is to provide optimal relevance to the target text reader (Gutt, 1991).The action-oriented and culture-oriented functionalist approaches, with Vermeers Skopos theory as a typ
19、ical model, go one step further. In the framework of his theory, one of the most important factors determining the purpose of a translation is the addressee, who is the intended receiver or audience of the target text with his culture-specific world-knowledge, his expectations and his communicative
20、needs. Every translation is directed at an intended audience, since translating means “to produce a text in a target setting for a targeted purpose and target addressees in target circumstances” (Vermeer, 1987).In addition to the two main clues, with social and cultural development, more and more di
21、stinct text types have come out, and thus linguists also distinguish different translation typologies. Many theories distinguish two main situations. One is that the source text producer intends to communicate directly with the target text reader, but because of lack of language or cultural knowledg
22、e of the target text, asks a translator for help. Another is that the source text producer does not or may not intend to communicate directly with the target text reader, but a translator, both a receiver of the source text and communicator of the target text does. This distinction of first and seco
23、ndary communication leads to different types of translation description: covert vs. overt translation (House, 1981), descriptive use vs. interpretive resemblance (Gutt, 1991), and documentary vs. instrumental translation (Nord, 1997). 1.2.2 A debate on the nature of advertising translationInter-ling
24、ual advertising, in its broad sense, including all forms of commercial (and sometimes non-commercial) communications and promotion, from a leaflet to television campaigns, as a form of inter-lingual and inter-cultural communication, has aroused the interests of many theorists and caused debates on t
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- Skopos Theory and Advertising Translation 英语专业硕士毕业论文 英语专业 硕士 毕业论文
链接地址:https://www.31doc.com/p-4541872.html