Abstract

Fuzzy language is quite common in natural languages. Fuzzy language used in advertisements makes advertisement language more lively and vivid, which attract more attention from consumers. Skopos theory put forward by German Functionalist School offers a new perspective for translation studies, and also provides a new angle for advertising translation. The thesis discusses the characters of fuzzy language in advertisement and analyzes the fuzziness of voice and semantics in Chinese-English advertisement. Finally, the author puts forward three translation methods from the perspective of skopos theory, including like literal translation, free translation, and creative translation.

Keywords: fuzziness; advertisement; translation; skopos theory

Contents

Abstract

摘要

1. Introduction-1

2. Fuzziness on advertisement-2

2.1 The origin and effect of fuzzy language-2

2.2 The characteristics of fuzzy language on advertisement-3

2.2.1 Phonological fuzziness on advertisement translation-3

2.2.2 Semantic fuzziness in advertisement translation-4

3. The Skopos Theory-6

3.1 The definition of Skopos Theory-6

3.2 The rules of Skopos Theory-7

3.2.1 Skopos rule-7

3.2.2 Coherence rule-8

3.2.3 Fidelity rule-8

4. The methods of advertisement translation-8

4.1 Literal translation-9

4.2 Free translation-9

4.3 Creative translation-10

5. Conclusion-11

Works Cited-12