The C-E Translation of Business Promotional Material Based on Skopostheorie

Xueying Yuan, Yeli Shi
2017 Theory and Practice in Language Studies  
Based on Translation Skopostheorie, the author briefly expounds the purpose of C-E translation of businesses' promotional material. Simultaneously, the typical problems appeared in the translation process have been explored and analyzed. With practical examples, the author probes into some rules for solving these problems. The problems in such translation can be often found in the following four categories---straying away from the source text, being constrained to the source text, lacking in
more » ... text, lacking in cultural elements, having grammatical errors and improper expressions. However, three rules of Skopostheorie---skopos rule, intratextual coherence rule, and inter-textual coherence rule may be used as guidance for solving these problems.
doi:10.17507/tpls.0709.09 fatcat:pyjpxacgtnelratkea5mpjqdgy