目的論視角下的廣告英譯探究

ChapterOneIntroductionInVermeer’sSkoposTheory,theaudiencewhoreceivesthetranslationisaparamountfactorindeterminingthepurposeoftranslation.Translation,adiscoursecreatedforaparticularaudience,isinformedbyculturalbackgroundknowledge,expectations,andcommunicativeneeds;Allformsoftranslationaretailoredtothisparticularaudience.Thetargetlanguage’scontextandpurposearetobeaddressed.TheconceptofmodernadvertisingoriginatedintheUnitedStates,whichisoneofthereasonswhytheUnitedStatesisknownasthegreatpowerofadvertising.Theemergenceofadvertisingagencyanditspositionandrolecanbasicallybeusedasasymboloftheformationofmodernadvertising.Themessageissimple,andthestyleofconveyingitisalsosimple.Butnowcommercialadvertisinginformationisverycomplexandthestyleiscomplex.Thereareatleasttworeasonsforthiscomplexity.Firstly,theoverallconsumermarketiscomplicated.Consumersarefacedwithanoverwhelmingvarietyofdailynecessities.Thesamefunctionoftheproductwillhavemorethanadozen,dozensofvarieties,pricesalsohavemoredifferences.Thismakestheindividualchoicesofconsumersbecomemoreandmoresophisticated.Secondly,similarmanufacturersproducingthesameproductareengagedinadeadlycontestinallaspectsofproductionandsales,competingtooccupyamarketintheconsumermarket.Advertisingistheepitomeofthesetwocomplexsituations.Itisinthissituationthattheteleologyofadvertisementtranslationishighlighted.ItispreciselybecauseofthisthatFermeer’steleologyoftranslationwillplayagreatroleinpromotingadvertisementtranslation.TheGerman,incontrasttothetraditional“equivalenceview”,isinfluencedbySkoposTheory.SkoposTheory’semphasisisnotonthesimilaritybetweenthetargettextanditssource,butratherthatthetranslatorshouldbeginwiththeintendedpurposeofthetargettextinthetranslationprocessandselectthemostsuitableprocessingtechniquebasedondifferentcontextualelements.Toputitanotherway,thetranslator’stranslationstrategymustbedeterminedbytheintendedpurposeorfunctionofthetranslation,whichisreferredtoasthe“purposerule”.Thetheorystressesnotonlythepurposeofthetargettext,butalsoitsreadabilityinthelanguageenvironment,referredtoasthe“coherencerule”,andtheinterlingualcoherencebetweenthetargettextandtheoriginal,knownasthe“fidelityprinciple”thesetwomustbetakenintoaccountsubjecttotheSkoposprinciple.ChapterTwoSkoposTheoryandCharacteristicsofAdvertisingLanguageTheadvancednatureandinnovationofSkoposTheoryoftranslationwillprovidemanynewideasfortranslationwork,andinmanypracticalstyletranslationwork,thecontentofthetranslatedtextcanrealizethespecificfunctionofpracticalstylemoreafterthecompletionoftranslation.Advertisingisoneofthem.Modernenterprisesandbrandsmostlyadvertisebyadvertising,whichhasalsobecomeoneofthemostextensivemeansofpublicity.2.1TheMeaningandPrinciplesofSkoposTheoryHansFermeer,arenownedGermantranslator,proposedtheSkoposTheoryoftranslation.Theorist,liberatedfromtheshacklesoftheoriginal-centeredtheory,proposedanovelnotion:theinterpretationofatextiscontingentuponitspurpose.ItisquitedifferentfromNida’sTheoryoffunctionalequivalenceintranslation.Thebiggestdifferenceliesinthepositionoftheoriginaltextinthetranslationprocess.TheSkoposprincipleisparamountinthethreeprinciplesofSkoposTheory:coherence,fidelityandskopos.Thismeansthatthetranslationiscontingentuponitspurpose.Atthesametime,itmustbebothinternallyconsistent,comprehensibletotherecipient,andharmoniousbetweenthetranslationandtheoriginaltext.SkoposTheory,unlikeTraditionalEquivalenceTheory,producesvarioustranslationcriteriabasedonadequacyratherthanequivalence.InthecontextofSkoposTheory,adequacyistheconceptthatthetranslationshouldfulfilltherequirementsofthetranslationpurpose,meaningtheselectionofsymbolstoachievethetranslationpurposeshouldbebasedonthegoalintheprocessoftranslation.Thisisaconceptthatisever-evolving.Inregardstotranslation,thesourceandequivalentreferencetextsarepresent.Equivalence,thoughastaticconceptdescribingtranslationresults,ismerelyaformofadequacyindifferentculturalcontexts,yetstillachievessimilarcommunicativefunctions.Fromtheanalysis,itisevidentthatcoherenceandfidelityarenotthesame.TheSkoposTheory,aGermanfunctionalapproach,divergesfromthetraditional“equivalenceview”inthatitdoesnotfocusontheequivalencebetweenthetargettextandtheoriginal,butratherontheappropriatenessofthetranslation,whichisuniversallyapplicable.Therefore,whentranslating,peopleshouldtaketheprinciplesofpurposeandfidelityastheirguide,andevaluatethetranslationbasedonitssuitability.Beginningwiththeanticipatedpurposeofthetargettextinthetranslationprocess,thetranslatorshouldselectthemostsuitableprocessingtechniquebasedonvariouscontextualelements.Inotherwords,thetranslator’stranslationapproachmustbedeterminedinaccordancewiththepurposeorfunctionofthetranslation.Theskoposprinciple,otherwiseknownastranslation,isthefocusofthetheory.Itnotonlyconcentratesonthepurposeofthetargettext,butalsostressesitsreadabilityinthetargetlanguage.Thecoherenceandfidelityprinciples,bothofwhichmustbetakenintoaccount,aretheenvironmentalfactorsandtheinterlingualcoherencebetweenthetargettextandtheoriginaltextrespectivelypurposeprinciple.2.2TheCharacteristicsofAdvertisingLanguageAdvertising,asthenameimplies,istoadvertisewidely.Propagandalanguage,initsbroadestsense,isatypeofadvertisingthatintroducesthecontentsofcommoditiesandculture.Variouscommunicationmediaprovideentertainmentandotherservicestothepublic.Thetitleoftheadvertisementandthebodyoftheadvertisementarefeaturedonposters,andinabroadsense,advertisinglanguageimpliesaugmentingthevisibilityofbusinessesthroughsuchmeans.Businessesgainanindispensablewayandmeansthroughadvertisinglanguage,whichisknownaspublicity.Marketingyieldsprofits.Thefeaturesofadvertisingsloganareasfollows:concise,catchy,clearandeasytounderstand,prominenttheme,novelanduniquefeatures,smoothlanguage,familiarwordsandexpressionsofthetarget,smoothsentences,clearsemantics.Inthetranslatedadvertisementtranslation,itshouldtrytoavoidnewwords,newwords,mistakes,languageproblemsandeasytoproduceambiguouswordsandsoon.Also,itshouldtrytoavoidemptyjargon:includeaclearmessageanddon’tuseemptyjargon,trytoavoidfalseclaims:self-talklike“numberone”and“good”andunrealisticpromiseslike“brightfuture”don’timpress.Adaptabilityoftimeandregion:Slogansshouldbeusedinawiderangeofmarketsforalongtime,andtrytoavoidthecoloroftimeandregion.Mediaadaptability:Suitableforuseinmultimediaadvertising.Thepursuitofpersonality:thecontent,sentencepattern,tone,wordingandotheraspectsofthesloganshouldbeasfaraspossibletopursuepersonality,inordertostandoutinmanyadvertisingwords.Agoodadvertisementwillmeetanumberofcharacteristics,inordertoachievethepurposeofthebusinessfortheirownbrandorproductpublicitytothepublic.Afterpeopleremembertheirownadvertisements,theywillbecomeinterestedinbrandsorproductsovertime.Whentheyhavelifeneedsorconsumerneeds,theywillthinkofthesebrandsorproducts,soastoachievethepurposeofstimulatingconsumptionandobtainingprofits.ChapterThreeTheApplicationoftheThreePrinciplesofSkoposTheoryinEnglishAdvertisingTranslationThepurposeofcommercialadvertisingistostandoutfromtheoverwhelmingandvariedpublicityofthesametypeofcommoditiesinreality,andtheEnglishtranslationofadvertisinghasitsinescapablemission--notonlytoachievethepurposeofpromotingproducts,butalsotoadapttothelanguageandculturalcharacteristicsoftargetlanguageaudiences.ItisbasedonthiselementthattheSkoposTheoryoftranslationproposedbyFermeerwillplayanimportantroleintheprocessofEnglishadvertisementtranslation.BecausethepurposeofEnglishadvertisementtranslationistopromoteproductsandwintheheartsofthepeople,translationshouldnotbelimitedtotheoriginaltext,butshouldmeettheconsumerpsychologyandculturalcharacteristicsofthetargetlanguageaudienceandmakesuitableEnglishtranslation.3.1SkoposPrincipleSkoposTheoryholdsthatthefirstprinciplefollowedbyalltranslationactivitiesisthe“principleofpurpose”,thatis,translationshouldbeabletofunctioninthetargetlanguagesituationandcultureinthewayexpectedbythetargetlanguagerecipient.Thegoaloftranslationbehaviordeterminesthewholeprocessoftranslationbehavior,thatis,theresultdeterminesthemethod.However,translationactivitiescanhavemultiplepurposes,whicharefurtherdividedintothreecategories:(1)thetranslator’sbasicpurpose(suchasmakingaliving);(2)thecommunicativepurposeofthetranslation(suchasenlighteningthereader);(3)Thepurposetobeachievedbytheuseofaparticulartranslationmeans(forexample,toillustratethespecialgrammaticalstructureofalanguage,literaltranslationaccordingtoitsstructureisadopted).However,ingeneral,“purpose”referstothecommunicativepurposeofthetargettext,namely“thecommunicativefunctionofthetargettexttothetargetreadersinthesocialandculturalcontext”.Therefore,thetranslatorshoulddefinehisorherspecificpurposeinthegiventranslationcontext,anddecidewhichtranslationmethodtoadoptaccordingtothispurpose--literaltranslation,freetranslationorsomethinginbetween.3.1.1CreativeTranslationTranslationthatiscreative,disregardingthephoneticandsemanticrestrictionsofthesourcelanguage,isdonetoattainafunctionaloreffectiveequivalentbetweentheintendedtextandthesource.Creativetranslationcanmakethetargetlanguageaudienceresonateandstimulateconsumption.Herearesomereal-lifeexampleswheretheuseofcreativetranslationhasmadeitpossibleforabrandtostayinpeople’sminds:(1)Hiltonisalwaysthere.(HiltonHotel)它發(fā)生在希爾頓酒店.(希爾頓酒店）InthetranslationofHiltonHotelslogan,itdoesnotseektoexplaintheoriginaltext,butchoosestoshowthecharacteristicsofthebrandhotelandthepursuitofgoals.Atthesametime,thecreativetranslationof“ondemand”showstheconceptofthoughtfulserviceofHiltonHotels,andshowsmoremeticulousandconsiderate.Theconsumerpsychologyofthehotelconsumerliesinwhethertheserviceexperienceofthehotelisinlinewiththeirpsychologicalexpectations,andHiltonHotel’screativetranslationadvertisingisinlinewiththispoint,butalsobroughtbenefits.(2)IntelPentium:InterInside.(Inter)電腦一顆奔騰的“芯”.（英特爾）Intel’sADtranslationabandonstheoriginaltextandusesthemethodofhomophonyforcreativetranslation.Pentium,accordingtotheSkoposprinciple,ahomophonictranslationofpentium,alsousesafigurativefigureofspeech,comparingacomputerchiptoaheart.Inthechoiceofcomputerconsumersforprocessors,moreemphasisonperformanceandefficiency.TheheartisanaptmetaphorforboththepowerandtheimportanceofIntel’schips.Atthesametimetomeettheconsumerpsychology,butalsotomaketheadvertisementdeeplyrootedintheheartsofpeople,endlessaftertaste.3.1.2ConversionThedifferenceinlanguagewillleadtomanydifferencesinexpressionhabits,suchasChineseandEnglish.SimplytranslatingthesamepartofspeechinEnglishintothesamepartofspeechinChinesewillresultindifferentexpressions.Therefore,intheprocessofEnglishtranslation,sometimesachangeisneeded.Thisiscalled“transliteration”or“transferapproach”.Inthesecases,Englishtranslationofadvertisementsiscarriedoutthroughtranslation:(1)MosquitoByeByeBye.(Raid)蚊子殺殺殺.（雷達驅(qū)蟲劑）Inthisadvertisement,theoriginaltextwillbetranslatedas“mosquito,byebye”inliteraltranslation.ButinChineselanguagehabits,accordingtotheSkoposprinciple,peopleoftencallit“killingmosquitoes”.Whentranslatingthisadvertisementslogan,itnotonlyADAPTStotheChineselanguagehabits,butalsocapturestheconsumerpsychology:Thehopeistoeliminateallindoormosquitoesforconsumptionpurposes,andcaneliminateascleanaspossible.It’ssimple,it’snovel,it’scatchy,it’seasytoremember.(2)Gomyownway.(CBA)運動休閑,我行我速.（CBA運動休閑系列）CBASportsbrandlaunchedtheSportsandleisureseries,themainpurposeofwhichistocombinesportsanddailyleisure,sothatsportsequipmentisnotlimitedtothefieldofprofessionalsports.IntheEnglishtranslationofthisadvertisement,theoriginaltextistranslatedinto“doasyoulike”and“su”isusedashomonymtoreplace“su”,whichnotonlyADAPTStotheChineselanguagehabit,butalsoallowsthespeedofsportstobeaddedintotheslogan,whichconformstoconsumers’psychologicalinvestigationofsportsbrandprofessionalism,productqualityandperformance,andsatisfiesconsumers’consumerpsychology.Thisnotonlystimulatesconsumption,butalsorealizesthepopularpublicityoftheproduct.3.2CoherencePrincipleCoherencemeansthatthetranslationmustmeetthestandardofintra-languagecoherence,thatis,thetranslationisreadableandacceptable,abletobeunderstoodbytherecipientandmeaningfulinthetargetlanguagecultureandthecommunicativecontextinwhichthetranslationisused.Thecoherenceofthetranslatedtextisofself-evidentsignificanceinreallife.IfthetargetlanguageaudiencecannotfeelthecoherenceofthesentencesafterthetranslationoftheEnglishtranslatedtextbythetranslator,itwillcausedyslexiaforthetargetlanguagereaders,andthuscannotachievetheideasandconceptsthattheoriginaladvertisementaimstoconveytothemassconsumers,andthuscannotstimulateconsumption.Therefore,coherenceisalsoaveryimportantpartofthetranslationprocess.3.2.1AmplificationThemainfeatureofadditivetranslationistoaddsomewordstothetranslationtomakeitmoreacceptable.Throughthemethodofadditionaltranslation,thehiddenelementsorcontentsintheoriginaltextcanbeexpressedtoacertainextent,soastobetterhighlighttheadvertisingintention.Forexample:(1)Eleganceisanattitude.(Longiness)優(yōu)雅態(tài)度,真我性格.（浪琴）Intheoriginaladvertisement,itonlyspeaksofelegancesimply,andonlyreflectstheeleganceofLonginestable.However,accordingtothecoherenceprinciple,inthetranslation,thetranslatoraddsthefourwords“trueselfcharacter”,whichachievesneatalignmentintheChinesestructure,whichisconducivetothedisseminationandmemoryoftheChineseaudiencegroup.Whenconsumerschoosewatches,theyhopetobeabletopickabeautiful,elegantandexpecttobeabletomeettheirownpersonalityandidentityofthewatch.Itisbecauseofthis,LonginesadvertisingEnglishtranslationresultscanattractmoreconsumerstochooseLongineswatch.(2)Goodtothelastdrop.(Maxwell)滴滴香濃,意猶未盡.（麥斯威爾咖啡）Theword“morethanenough”isanextensionoftheword“dropfragrant”aftertheuseoftheword,tofurtherexplainanddescribethearomaandtasteofMaxwellHousecoffee,sothatpeoplecanfeelthequalityofMaxwellHousecoffeefrombetweenthelines.Whenbuyingcoffee,thepursuitoftasteistheonlyconsumptionpolicyofconsumers.Andinthetranslationafterthelexicalextension,itcapturestheconsumer’sheartpursuit,whichmakesMaxwellcoffeehighlypraised.3.2.2OmissionOmissionreferstotheabbreviationsofwordsthatdonotconformtotheexpressionofthetargetlanguageinthetranslationprocess,whichcannotonlymakethetranslationmoreconcise,butalsomakeiteasierforChinesereaderstoread.Thisisinlinewiththecharacteristicsofthesloganbriefandclear,butalsocanmaketheaudiencememorable.Subtractionisalsoarelativelydifficulttranslationmethodcomparedwithothertranslationmethods.Becausetheoriginaltextneedstobedeleted,itiseasytoavoidtheseriousanddeletetheimportantpartsoftheoriginaltext.Asaresult,intheprocessoftranslationbywordreduction,manytranslatorswillencounterproblemssuchasinadequatetranslation,ambiguitybetweenthetranslatedtextandtheoriginaltext,anddyslexiawhenthetranslatedtextisreadbyreaders.Therefore,whenmakingadvertisinglanguagetranslationmoresuitablefortheconcisecharacteristicsofadvertisinglanguage,thesideeffectsderivedfromitcannotbeignored,whichhasbecomethereasonwhymanytranslatorsareafraidofit.Forexample:(1)Buick,thesecrettothegoodlife.(Buick)別克汽車,通往美好生活的秘訣.（別克汽車）Buick’sadvertisingslogantranslation,ifnottheuseofsubtractionwillbeveryverbose.Buick,thesecrettoabetterlifeandabetterworld.Aftertheuseofwordreduction,thetranslationbecomesmoreconciseandmoreinlinewiththecharacteristicsofadvertisinglanguage.Atthesametime,itcanalsomakeconsumersrememberthesloganandproduceconsumerawareness.Peoplegotobuycars,aretoimprovethequalityoftravel,butalsotoimprovelifequality.Andtheslogan“l(fā)eadingtoabetterlife”officiallyfitthisconsumerpsychology,soBuickhasagoodreputationinChina.(2)TheGolfEstate:Yourlifeisitsbenchmark.（Golf）型尚駕馭.（高爾夫轎車）ThesamecasecanalsobefoundthattheEnglishtranslationofthegolfcaradvertisementalsousesthetranslationmethodofwordreduction.Inaccordancewiththeprincipleofequivalence,thetranslationwouldbe:Yourlifeishisbenchmark.Aftertheuseofwordreductionfortranslation,thetranslationbecomesmoreconciseandmakesiteasierforreaderstounderstandtheintentionexpressedbythegolfcarbrandaswellasthedesignconceptandbrandconceptthatthebrandwantstopromote.Inthetranslation,the“styleisstillcontrolled”,whichhighlightstheimportanceitattachestotheshapeandfashion.GermanVolkswagengolfmodels,withitssimplelinedesignandfriendlyshape,bymanydomesticandforeignsalariedclassafter.Golfmodelsinthepubliclifeshowsauniqueandlow-keytaste,butalsoletalotofpeoplecontinuetochoosegolfmodels.Thetranslationhighlightsthispointandcapturestheconsumerpsychology--choosingalow-key,luxuriousandaffordablecarastheirdailymeansoftransportation.ItispreciselybecauseofthisthatthesalesvolumeofVolkswagenGolfmodelremainshighinChina,anditisstillthefirstchoiceofmostworking-classconsumersfortheircars.3.3FidelityPrincipleThefidelityprinciplemeansthatthereshouldbeinterlingualcoherencebetweentheoriginaltextandthetargettext.Thisisequivalenttotheso-calledfidelitytotheoriginaltextinothertranslationtheories,butthedegreeandformoffidelitytotheoriginaltextdependsonthepurposeofthetranslationandthetranslator’sunderstandingoftheoriginaltext.3.3.1LiteralTranslationLanguagesarecommon,soEnglishandChinesehavecommoncharacteristicsinexpression.Consequently,literaltranslationcanbeemployedinconjunctionwithintranslation,whichisnotonlyfaithfultothe.Inaccordancewiththeoriginaltext’sstructure,yetalsocontent.Inthefieldofadvertisingtranslationandeventranslation,literaltranslationisoneofthemostpopulartranslationmethods.Thefollowingreal-lifeexamplesareperfectexamplesofliteraltranslation:(1)Make

the

dream

come

true.(Disneyland)讓夢想成真.（迪士尼樂園）InthetranslationofthesloganofDisneyland,literaltranslationisadoptedinaccordancewiththeoriginalmeaningofthetranslation,whileensuringtheconsistencyofthestructureandsentencepatterninbothChineseandEnglish.DisneyParkisafairgrounddesignedtocreateafairytaledreamforrealpeople.Inthisway,thetranslationcannotonlyconveytheroleofDisneyParktoconsumers,butalsoperfecttheimageofDisneydreamers.(2)Unlike

me,

my

Rolex

never

need

a

rest.(Rolex)和我不同,我的勞力士從不需要休息(勞力士）LikethetranslationoftheDisneylandadvertisement,accordingtothefidelityprinciple,thisadvertisementmaintainstheconsistencyinstructureandcontent,andusesanthropomorphicrhetoricdevicestopersonifytheRolexwatchandcompareittoaworkerwhokeepsworking,soastomakethewatchmorevivid.ConsumerswillchooseRolexwatchastheirownwatch,notonlybecauseRolexisportrayedbythefilmandtelevisionworksasasymbolofsocialstatusandeconomicroleashardcurrency,moreimportantly,theprecisionofthewatchandthetimeaccuracyofmechanicalwatches,andthisadvertisementvividlyshowsthisfeatureofRolexwatch,stimulateconsumptionandgeneratebrandincome.(3)Challenge

the

limits.(Samsung)挑戰(zhàn)極限.（三星）ThesloganofSamsungisclearataglance,andthetranslationiscompletelyinaccordancewiththeEnglishwordorder,typicalcorrespondingtranslation.Directtranslationofthetargettextcannotonlyensuretheone-to-oneequivalenttranslationoftheintentionexpressedintheoriginaltext,sothatthecommercialvaluecontainedintheoriginaladvertisementwillnotshrinkinthetranslationprocess.Samsungisanelectronicproductcompany.Intoday’seraofinformationexplosion,thespeedofelectronicproductupdateanditerationisbeyondordinarypeople’simagination.Moreover,thecompetitiongapbetweenthesametypeofelectronicproductsinthemarketisverysmall,soifpeoplewanttohavemarketcompetitiveness,peoplecanonlygeneratemarketcompetitivenessthroughcontinuoustechnologicalinnovation.“Pushtheenvelope”ThisiswhattheSamsungbrandhasalwaysdone.Inthecontinuoustechnologicalinnovation,theproductsundertheSamsungbrandcontinuetowinthepraiseofthemassconsumers.Atthesametime,underthetechnologicalinnovation,theproductsofSamsungalsohaveoutstandingperformanceamongothersimilarproducts,whichalsomakesitoccupyaveryhighpositioninthemarket.ThetranslationofSamsung’sadvertisementsshowsexactlythispointtothepublic.ThepublicconsumersaremoreinclinedtochooseSamsung’selectronicproductsastheirfirstchoiceofconsumption.ThesuccessfultranslationofSamsung’sadvertisementsalsosuccessfullyachievesthepurposeofpromotingthebrandandrealizingthecommercialvalue.3.3.2FreeTranslationAlthoughthereiscommonalitybetweenlanguages,thedifferencescannotbeignored.Therearedifferencesinlanguageenvironmentandculturalbackground,sotheroleoffreetranslationappearsintranslation.Theuseoffreetranslationcanmakethetranslationfaithfultotheoriginalmeaning,butalsomaketheexpressionofthetranslationmoreinlinewiththenormsofChineseexpression.Forexample:(1)For

next

generation.(Pepsi

Cola)新一代的選擇.（百事可樂）IntheadvertisementtranslationofPepsiCola,thetranslationisnotconsistentwiththeoriginaltext,norisitthecorrespondingtranslationofliteraltranslation.Accordingtothefidelityprinciple,comparedwithliteraltranslation,itstranslationismoreinlinewiththegeneralexpressionnormsofChinese,sothatChineseconsumerscanbetterunderstandtheconnotationoftheadvertisement,anditisfunctionallyequivalenttotheoriginaltext.Pepsiisalsobecauseofthisbrandconcept,graduallyoccupiedthebrandproductsintheyoungpeople’smindthefirstchoice.(2)Quality

never

goes

out

of

style.(Levi’s)質(zhì)量與風(fēng)格共存.（李維斯牛仔褲）Inthisadvertisement,accordingtothefidelityprinciple,thetranslatordoesnotcontinuethenegativesentenceformintheoriginaltext,butturnstousethepositivesentence,sothatmoreconsumerscanseetheinformationconveyedbyLevi’sjeansmoreclearlyandintuitively.Meanwhile,thecontentoftheoriginaltextismoreemphasized,andtheoutstandingqualityandstyleofLevi’sjeansaremoreprominent.Consumersofjeanscareaboutnothingbutstyleandquality.Levi’sadvertisementclearlyillustratesthispointtothemajorityofconsumers,soLevi’soccupiesasignificantplaceinthedomesticjeansmarket.ChapterFourTheInspirationofSkoposTheorytoEnglishAdvertisingTranslationItispreciselybecauseofthespecialfeaturesofadvertisingstylethatSkoposTheoryplaysaparticularlyprominentroleintheEnglishtranslationofadvertising.Itenablesthetargetlanguageaudiencetobetterunderstandtheproductcharacteristicsandbrandcharacteristicstobeexpressedbytheadvertisement,whichcanbeconveyedtotheheartsofconsumersandmakepeopleimpressed.Enterprisesandbrandswidelypublicizethecommoditiestheyputonthemarketthroughadvertisements,preciselytomakethemassconsumershavethedesiretoconsumethecommoditiestheyputonthemarket.Afterconsumption,enterprisesandbrandscanobtaincorrespondingeconomicbenefits.UndertheguidanceofSkoposTheory,theEnglishtranslationofadvertisementsaimstoexpressthesamepurposeastheoriginaladvertisement,whichalsoenablesthemassesofconsumerswithChineseastheirmothertonguetohaveamoredirectunderstandingoftheintentionandconceptthatthebrandoriginatorswanttoexpressandconveywhendesigningtheadvertisementslogan.ThebrandconceptandproductadvantagescanbeconveyedtoapairofChineseconsumerswithoutlimit.Sothatconsumerscanbuythedesiredgoods,enterprisesandbrandstoobtaintheeconomicaward,toachieveawin-wineffect.4.1RespectingCulturalCustomsandComformingtoAdvertisingStyleChinahas5,000yearsofhistoricalandculturalaccumulation,whichalsogavebirthtotheuniqueChinesetraditionalculture.Intheexperienceoftraditionalculture,theexpressionofChineseisalsodifferentfromthatofotherlanguages.TherearemanyspecialpointsinChinesethatarenotfoundinEnglish,andalotofgrammarinChinesedoesnothavespecificformulas,mostofwhichareunderstoodinthewholesentenceorfromtheintegratedeffectofsingleidiomsandwords.Itisforthisreasonthatintheprocessofadvertisingtranslation,thetranslationdivers