Abstract
Skopos theory for a long time remains the core of Functional School of translation. The major principle of Skopos theory is that translation should be processed from the perspective of the intended audiences. Its major theory structure makes it as the guiding principle of business English translation which requires communicative and social textual equivalence. Based on the analysis of Skopos theory and business English translation features, this paper focuses on developing business English translation strategies, particularly in the case of advertisement translation. It aims to play a positive role in promoting the research and practice of business English translation.
Highlights
IntroductionThe Skopos theory was put forward by Hans J
Skopos Theory in TranslationThe Skopos theory was put forward by Hans J
It is not perfect, Skopos theory is a great breakthrough in the development of translation theories
Summary
The Skopos theory was put forward by Hans J. Vemeer and developed in Germany in the late 1970s It is one of important functional approaches to translation. To translate means to develop a target text in a target setting for a target purpose in target situations. The theory focuses above all on the purpose of the translation, which determines the translation methods and strategies that are to be employed in order to produce a functionally adequate result (Vermeer, 2001). Paul Kussmaul writes about this theory: “...the functional approach has a great affinity with Skopos theory...” These factors determine whether the function of the source text or passages in the source text can be preserved or have to be modified or even changed (Vermeer, 1989). According to Hans J Vermeer and following translation theory experts, there are three main rules of the Skopos theory: skopos rule which means that a translation action is justified by its purposes, coherence rule holding that the target text must be interpretable as coherent with the target receiver’s settings and circumstances, and fidelity rule which states that there must be coherence between the translated version and the source text (Vermeer, 1989)
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
