Abstract: It is evident that translators regard faithfulness and equivalence to the original texts as a significant standard in C-E translation. Gradually, linguistic, stylistic and cultural problems arise in the process of c-e translation.  This paper tends to employ a comprehensive discussion on how to do C-E translation of commercial advertisement under the theoretical framework of the Skopos Theory that regards translation as an activity with an aim or purpose, and focuses on the intended addressee or audience of the translation.  Three aspects of existing problems including linguistic, stylistic and cultural level are explored. Some appropriate translation strategies and methods such as amplification and adaptation are put forward based on the Skopos Theory. Finally, a conclusion  is drawn that Skopos Theory is feasible for guiding studies on translation of pragmatic texts.

Key words: commercial advertisement; Skopos Theory; translation strategy; Chinese-English translation

Contents

Abstract

中文摘要

1.Introduction-1

1.1 Definition of Commercial Advertisement-1

1.2 Functions of Commercial Advertisement-1

1.3 Features of Commercial Advertisement-1

2.An Overview of Skopos Theory-2

2.1 Definition of the Skopo Theory-2

2.2 Development of the Skopos Theory-3

2.3 Rules of the Skopos Theory-5

2.3.1 The Skopos Rule-5

2.3.2 The Coherence Rule-6

2.3.3 The Fidelity Rule-6

3.Problems in C-E Translation of Commercial advertisement-7

3.1 Problems at the Linguistic Level-7

3.1.1 Lexical Mistakes-8

3.1.2 Grammatical Mistakes-9

3.1.3 Syntactic Mistakes-9

3.2 Problems at the Stylistic Level-10

3.2.1 Flowery Expressions-10

3.2.2 Redundancy-11

3.3 Problems at the Cultural Level-12

3.3.1 Chinese Culture-Specific Names-12

3.3.2 Ostentatious Titles and Awards-13

4.Suggested Solutions to the Problems From the Skopos Theory Perspective-13

4.1 Eliminating Stereotyped Writing-14

4.2Adding Necessary Cultural Background for English Reader-14

4.3 Reorganizing Structure in the Target Text-15

4.4 Changing the Chinese Expressions into Familiar English Expressions-16

4.5 Adapting the Expressions Conforming to the Value Systems of English Readers-17

Conclusion-18

References-20