本文選題：目的 + 目的論��； 參考：《吉林大學(xué)》2012年碩士論文

【摘要】：由于中國(guó)加入WTO以及國(guó)際一體化進(jìn)程的加快，中國(guó)與國(guó)際間的貿(mào)易往來變得非常頻繁，其中商品貿(mào)易間的密切合作成為貿(mào)易往來中極其重要的一方面。廣告作為商品的名片，成為商品是否可以立足市場(chǎng)的重要因素之一。廣告的作用日益增強(qiáng)，但對(duì)于廣告語的理解極其翻譯，在商品借由廣告進(jìn)入人們生活之前，常常未能達(dá)到宣傳商品的目的。這些現(xiàn)象都是由未能了解商品本身的廣告原文，沒有注意到文化背景的差異以及翻譯方法上運(yùn)用不恰當(dāng)，尤其是沒有充分發(fā)揮譯者主體性而造成的。廣告文體極其翻譯具有自身的內(nèi)在規(guī)律和特殊性，因此對(duì)廣告語翻譯進(jìn)行系統(tǒng)研究是很有必要的。在廣告的翻譯活動(dòng)中，，譯者必須對(duì)原語、譯語以及讀者這三個(gè)要素進(jìn)行定位，所以需要發(fā)揮譯者主體性，但要受到一定限制，不可隨意發(fā)揮。目的論則在翻譯過程中起到了指導(dǎo)性作用，影響著譯者主體性的發(fā)揮。 目的論屬于功能派翻譯理論。20世紀(jì)70年代功能派翻譯理論興起于德國(guó)，并經(jīng)歷了幾個(gè)主要階段。凱瑟琳娜·萊斯第一次把功能范疇用于翻譯批評(píng)中。她認(rèn)為翻譯應(yīng)該是綜合性的交際翻譯，語言功能、語篇類型和翻譯策略相互聯(lián)系，實(shí)現(xiàn)翻譯的概念性內(nèi)容、語言形式和交際功能與原文的對(duì)等，從而形成功能派理論思想雛形。漢斯·.弗米爾提出了目的論，不再把原文作為翻譯的中心。他認(rèn)為翻譯中的“目的法則”應(yīng)該是最高法則，翻譯是一種有目的有結(jié)果的行為。譯者在翻譯過程中作用巨大，決定著翻譯采用的策略以及對(duì)原文的保留以及修改。賈斯塔·霍茨·曼塔里進(jìn)一步發(fā)展了功能派翻譯理論，提出了翻譯行為理論。他認(rèn)為翻譯受目的的驅(qū)使，這和目的論有共同之處�？死锼雇∧取ぶZ德把功能派的學(xué)說進(jìn)行了整理綜合，提出了”功能加忠誠(chéng)“的原則。 Skopos這一術(shù)語通常用來指譯文的目的。目的論（Skopostheory）認(rèn)為，所有翻譯活動(dòng)遵循的首要原則是“目的原則”，即翻譯應(yīng)該能在譯入語情境和文化中，按照譯入語接受者期待的方式發(fā)生作用。翻譯行為所要達(dá)到的目的決定整個(gè)翻譯行為的過程，而翻譯理論中的連貫性原則和忠實(shí)性原則必須服從于目的原則，這是目的論的首要原則。目的論用充分性而不是等值性來作為評(píng)價(jià)譯文的標(biāo)準(zhǔn)。在目的論的理論框架下，充分性指譯文要符合翻譯目的的要求；等值指譯語文本與源語文本出于不同的文化語境但實(shí)現(xiàn)了相似的交際功能。在翻譯過程中應(yīng)以目的原則和忠誠(chéng)原則作為指導(dǎo)，用合適作為評(píng)價(jià)譯文的標(biāo)準(zhǔn)。目的論注重的不是譯文和原文是否對(duì)等，而是強(qiáng)調(diào)譯者在翻譯過程中以譯文的預(yù)期功能為出發(fā)點(diǎn)，根據(jù)各種語境因素選擇最佳處理辦法。 本文從目的論（Skopostheory）的角度出發(fā)，探討翻譯過程中目的性對(duì)翻譯活動(dòng)的影響，從而系統(tǒng)地闡述英漢廣告互譯中譯者主體性發(fā)揮的重要性，以期在廣告語翻譯領(lǐng)域有所創(chuàng)新和突破。
[Abstract]:Due to China's entry into the WTO and the accelerated process of international integration, the trade contacts between China and the world have become very frequent. The close cooperation between trade and trade has become an extremely important aspect of trade. As a business card of a commodity, advertising has become one of the most important factors in the market. However, however, the understanding of advertising language is extremely translated, and it is often failed to achieve the purpose of advertising goods before goods are entered into people's lives by advertising. These phenomena are not understood by the original advertisement of the commodity itself, the differences in cultural background and the inappropriate use of the translation method, especially the lack of full use of the translation. The translation of advertising has its own inherent laws and particularity. Therefore, it is necessary to systematically study the translation of advertising language. In the translation activities of the advertisement, the translator must locate the three elements of the original language, the target language and the reader, so it is necessary to give full play to the translator's subjectivity, but it must be given a certain degree. Restrictions should not be allowed to play at all. Skopos theory plays a guiding role in the process of translation and affects the translator's subjectivity.
Skopos theory belongs to the functionalist translation theory in the 70s century.20 functionalist translation theory rose in Germany and experienced several major stages. Katherina Les first used the functional category in translation criticism. She believed that translation should be a comprehensive communicative translation, language function, text type and translation strategy interrelated and realized. The conceptual content, the language form and the communicative function of translation and the equivalence of the original text form the embryonic form of the functionalist theory. Hans. Vermeer put forward skopostheology and no longer regards the original as the center of translation. He thinks that the "principle of purpose" in translation is the highest rule, translation is a purposeful and productive act. There is a great effect in the process of translation, which determines the strategy adopted by the translation and the reservation and modification of the original. Justa Hotz mantri further develops the functionalist theory of translation and puts forward the theory of translation behavior. He believes that translation is driven by the purpose, and this is in common with the teleology. Christina Nord has the theory of functionalism. The principle of "function plus loyalty" is put forward.
The term "Skopos" is usually used to refer to the purpose of the translation. Skopostheory holds that the first principle that all translation activities follow is the "purpose principle", that is, translation should be able to play a role in the context and culture of the translators according to the expectation of the translators, and the purpose of translating the translation is to determine the whole translation behavior. The principle of coherence and faithfulness in translation theory must be subordinated to the principle of purpose, which is the primary principle of the teleology. The skopos theory uses the sufficiency rather than the equivalence to evaluate the translation standard. In the framework of the skopos theory, the adequacy refers to the requirement of the translation to conform to the purpose of translation; The source text has a similar communicative function in the context of different cultural contexts. In the process of translation, the target principle and the principle of loyalty should be used as the guide, and the appropriate as the criterion for the evaluation of the translation. Choose the best treatment according to various contextual factors.
From the point of view of Skopos Theory (Skopostheory), this paper explores the effect of purposeful activity on translation activities in the process of translation, so as to systematically elaborate the importance of the translator's subjectivity in the translation of English and Chinese advertising, with a view to making some innovations and breakthroughs in the field of advertising language translation.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：H059

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