A Study on Sports Advertisement Translation from the Perspective of Skopos Theory

Abstract

With the study of Skopos theory, the paper searches for the translation strategies of sports advertisements. Based on the study of language characteristics of sports advertisements, the paper compares the linguistic differences between Chinese and English sports advertisements. This paper briefly discusses some problems of sports advertisement translation. By analyzing the translation strategies adopted by different translators, the paper attempts to find appropriate solutions to problems of translating. These solutions touch on four aspects, including adherence to Skopos theory, respecting foreign cultures, mastering the linguistic features of sports advertisements in English and Chinese, and achieving the function of communication. The paper draws the following conclusions: there are differences and similarities between Chinese and English sports advertisements. Translators can choose different methods to overcome cultural and linguistic barriers with the guidance of Skopos theory. Moreover, the Skopos theory is the best way to assess the quality of translation.