A Study of Translation of Cosmetics Advertisements from the Perspective of Skopostheorie目的论指导下的化妆品广告英汉翻译开题报告

 2022-12-31 13:01:31

1. 研究目的与意义

With the rapid development of technology and economy all over the world, the importance of the market to the economy has been greatly enhanced. In the international market, a huge consumer group has been attracted by cosmetics with its diversity and youth. The gradual improvement of people's living standards has provided cosmetics enterprises with a lot of opportunities for development, making the cosmetics industry have an optimistic developing prospect. Advertising, as the fastest and widest medium of information transmission, plays an important role in the marketing of commodities, which reflects the value of advertisements. Therefore, cosmetics advertisement translation is also very significant.The development of cosmetics industry cannot be separated from advertising, even the sale of any product cannot be separated from advertising. Advertising, as the fastest and broadest marketing means, has always played an indispensable role in the prosperity and vitality of the market economy. Therefore, for the cosmetics industry, the translation of cosmetics advertisements should be paid more and more attention. At present, the research on cosmetic advertising translation is mainly from the rhetoric of advertising language, or from the aesthetic point of view. However, the translation of trademarks is also very important. Good advertising translation needs to take care of the meaning and purpose of advertising and only this can have a positive effect on the product and company.

2. 文献综述

In the 1970s, functionalist translation theory emerged in Germany. At the second stage of its development, Vermeer put forward Skopostheorie, which freed translation studies from the constraints of the original text-centered theory. According to this theory, translation is a purposeful and fruitful act based on the original text. In Vermeer's Skopostheorie framework, one of the most important factors determining the purpose of translation is the target audience, who has their own cultural background knowledge, expectations for the target text and communicative needs. Each kind of translation refers to a certain audience, so translation is a text produced for a certain purpose and target audience in the target language situation. The ultimate goal of cosmetics advertising is to sell cosmetics and get people to know them, believe them. It emphasizes the purpose of selling cosmetics. While Skopostheorie emphasizes the importance of the purpose, it encourages translators to translate flexibly and appropriately with suitable translating method. So, they are so in tune. Skopostheorie can guide cosmetics advertisement translation to select the appropriate translation method to translate better. Skopostheorie has exerted a great influence on the traditional translation theory, which regards equivalence as the criterion to measure the quality of translation. It emphasizes the influence of the purpose on the guidance of translation activities and translation strategies. Besides, it provides a new perspective for the study of translation. Chen Jing believes that Skopostheorie has better interpreted and improved the status of readers. Translation guided by Skopostheorie can be better accepted by readers. Guo Fen holds that Skopostheorie shifts the focus of translation from faithful reproduction of the original text to creation of the translated text, stresses the initiative and participation of the translator as the subject of translation, and overthrows the central position of the original text. Due to the stylistic features of advertisement, translators should tend to take consumers' standpoint into account and their thinking styles. Meanwhile, Luo Xiaohong holds that the Skopos Theory of translation in China has been abused and lack of innovation. However, the profitability and purposefulness of cosmetic advertisements are very consistent with Skopostheorie. So, the Skopos Theory has a strong applicability in advertising translation practice.Advertising is a special genre because it has a clear commercial purpose---induce the purchase of customers. Advertising can disseminate information, guide the mainstream of consumption, educate the public and publicize corporate culture, promote economic development, transform corporate credit, and catalyze the commercial market. According to this definition, advertisements should have the function of attracting the attention and interest of the consumers, letting them believe the products and company, making them desire and take actions, especially in cosmetics advertisements.The purpose of advertising marketing is to build up customers' awareness of products or brands, improve brand awareness and reputation, and promote sales growth through brand communication. In the field of commodities, the role of advertising is particularly evident. With the rapid development of multimedia, the effect of audiovisual and video becomes more and more fashionable. But the power of words cannot be ignored. Only the charm of language can make the effect of advertising last. Among the majority of people who are influenced by the culture of Chinese Language, its influence is clear, which can penetrate into the hearts of the majority of target language consumers. Conversely, Chinese advertisements translated in a Western way of thinking can also arouse the recognition of Western consumers.Skopostheorie is a highly practical theory. Its purposive principles are very suitable for guiding the translation of cosmetic advertisements. Because cosmetic advertisement is in practical style, it requires clear and concise language while accurately conveying product information. It is concise and distinct from other practical styles, because it requires both precise and concise writing and artistry to motivate people to buy things. According to Skopostheorie, translation activities originate from human behavior. The purpose of translation behavior determines the whole process of translation behavior, that is, result determinates methods. Skopostheorie determines that the process of translation cannot be separated from context and culture, so we should also transform the core of analysis and exploration into the process of cultural translation, and take values and cultural context into consideration. In order to achieve the goal of expressing original text, we need to translate creatively. There are many translation methods. Translators should choose appropriate translation methods and strategies from the reader's point of view, and translate creatively based on the multi-source information provided by the original text to achieve the purpose of promoting.According to the Skopos theory, the success of advertising translation depends not only on whether it accurately conveys the original text of the advertisement but also on whether it can persuade audience to believe the company and buy commodities. According to the AIDA formula, the purpose or effect of an advertisement is "Attention-Interest-Desire-Action", which attracts eyeballs, stimulates interest, generates desire for purchase, and promotes purchase behavior. In order to realize the communication function of advertisement translation, the translators have to adapt the original text in multidimensional dimension to improve the comprehensive adaptability of the translation, and then realize the unification of the purpose and function of the advertisement translation. Cosmetic advertising is a marketing way. Its main purpose is to provide people with information about cosmetic products. Therefore, the translation of cosmetic advertisements should highlight their propaganda purposes. Successful translation of cosmetic advertisements can not only faithfully translate the original text, but also attract readers' interest and achieve the goal of selling products. Translation is a kind of language and cultural communication influenced by language, culture and expression habits. When translating cosmetic advertisements, we must be familiar with the characteristics and style structure of Chinese and English trademarks and slogans, and understand the differences between Chinese and Western cultures.The Skopos theory believes that translation is a purposeful activity, and the choice of translation method should be based on the realization of the intended purpose. Skopostheorie opens up a new perspective for advertisement translation. Under the guidance of Skopostheorie, translators are no longer stuck to the original text in advertising translation, but are measured by the language expression of the target language, cultural factors, and consumer acceptance. This creatively transforming could meet the reader's language norms, cater to the target language culture, satisfy the reader's psychological expectations, and make the translation achieve the same purpose in the culture of target language as the original culture in order to better promote the product and achieve the purpose of obtaining profits.The slogan of cosmetics advertisement is not only the embodiment of people's pursuit of beauty, but also the embodiment of brand concept. In addition to introducing and promoting the efficacy and characteristics of cosmetics, the corporate vision and image expressed in the advertisement is also one of the factors that the public considers whether to buy products. However, the stereotyped word-for-word translation cannot be applied to all cosmetic advertisements. In order to avoid misunderstandings caused by cultural differences, it is an option to abandon the form of the original text appropriately. Therefore, the translation of advertising slogans is actually the second creation. The requirement of honesty, expression and elegance is a comprehensive examination paper. But for advertising, the more important thing is to express ideas. This paper emphasizes that under the guidance of Skopostheorie, cosmetic advertisement translation should pay attention to the importance of the purpose, consider the thinking mode of the target language, and choose appropriate translation strategies according to the actual situation. This paper mainly emphasizes the correct attitude and factors to be considered in the translation of cosmetic advertisements. The rhetoric of advertising language is not discussed in detail. There are many kinds of rhetoric.

3. 设计方案和技术路线

From the perspective of Skopostheorie, this paper studies how to achieve the closeness of advertising content to the target language, how to achieve the purpose of advertising and optimize the marketing effect through the practice of translation strategies under the great differences between English and Chinese. Many examples are taken, this paper studies practicality by comparison, enumeration and other research methods.

4. 工作计划

December: Complete the topicWeek 6 (before 3.27): Complete the first draftDecember: Complete the topicWeek 6 (before 3.27): Complete the first draftWeek 7-12 (before 5.6): Revise the paper and submit online processes

5. 难点与创新点

There have been many previous studies on translation theory, but this topic has been further studied, focusing on the translation of cosmetic advertisements under the guidance of Skopostheorie. The topic is relatively novel and has certain research value.

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