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.53099

Keywords: fuzziness; advertisement; translation; skopos theory

摘要模糊语言现象普遍存在于自然语言中，模糊语在广告翻译中的应用使得广告语言更加生动灵活，从而吸引消费者的关注。德国功能学派的目的论为翻译打开了新的视角，也为广告翻译提供了新的角度。本文分析了模糊语言的特点，汉语广告英译中存在的语音模糊和语义模糊现象，并从目的论的角度分析了广告模糊语翻译的方法，包括直译、意译和创译。

毕业论文关键词：模糊现象  汉语广告  目的论  翻译

Contents

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

3. The Skopos Theory 6

3.1 The Definition of Skopos Theory 6

3.2 The Rules of Skopos Theory 7

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 

1. Introduction

From the dialectical point of view, although there is accurate language, fuzziness of language exists. In fact, fuzziness is quite common in all aspects of the natural world, human life and language. Fuzzy language is one of the language fuzziness. It is thought that accurate language express more clearly, however, fuzzy language, not like linguistic ambiguity, as a common character in human language, which can reflect the fuzzy conception of the objective world and human complex emotion.

Nowadays, advertisement, as an important way of marketing, has attracted more and more attention. Advertisement is aimed to fostering a good product image and attracts consumers’ attention, so the use of advertisement language, especially fuzzy language which has wide extension and unclear definition, plays a very important role in it.

Nevertheless，because of the difference between English and Chinese, advertisement translation should consider cultural background on the basis of understanding original meaning in order to reflect the effects of fuzzy language in advertisement. This paper analyzes the fuzziness of voice and semantics in translation.源-自-吹冰:,论'文'网]www.chuibin.com

Nowadays, with the further development of globalization, the degree of economic globalization is speeding up and getting deeper; our country’s commercial exchange with other countries in the world is becoming closer and closer. Many products from foreign countries are imported into Chinese market, and at the same time, Chinese enterprises also go abroad to participate in the international economic and technological competition actively. However, it is not easy to be admitted and accepted by other countries if Chinese products want to have a place in the international market. Thus these enterprises not only emphasize the quality of the goods and service, but also pay much attention to the propaganda of own advertisements and building our national brand, because it is also very important to introduce the goods to the consumers of the target market, make them know the product better, and emerge the consumers accept the brand more easily.