The Application of Skopos theory in translation

1. Introduction
Till the end of 20th century, there is almost over 14 percent of the population worldwide using English as their first or second language. English has been the most widely used language around the world throughout Thesis is provided by UK thesis basethe past centuries. With China’s further opening up these years, more and more foreigners have been attracted to visit China, a country with a history of more than 5,000 years and charming culture of more than 50 ethnic groups’. Recent statistics from the World Tourism Organization show that China will become the world’s largest tourist destination and the fourth largest source of tourists by 2020. Economic globalization also have a profound impact on global translation industry especially in China.
Coleman Gross (2008) argues that with the increasing international economic exchanges, all kinds of translations also gain an alarming develop rate. Nowadays, more and more medias arise, such as newspapers, radio, television, the Internet and so on, and they all have to rely on translation for survival. Then, translator gradually found themselves to make cross-cultural communications all the time among a number of different countries. Contemporary Western Translation Theory also faces vigorous development, various of speical and unique translation theories provide a new perspective for translate research and development. From the mid-20th century, the two sides Translation Studies has get a great breakthrough. Theorists began to address the translation phenomenon under various of perspectives: Hermeneutik, Deconstruction, Post-colonialism, Feminism, Discourse of rights, Acceptance of aesthetics, Reader-response theory perspectives, from then, there has manipulation group, multi-redundant group and function group and other groups. Among them, the basic theory of functionalist———— Skopotheory shows that in the process of translation, the purpose of the text is the primary principle that determines translation strategies. Gradually, with the development of global economy, more and more scholars pay more attention on Skopos theory of translation and make a series of investigation on Skopos theory of translation. And the concept of Skopo theory has been employed by scholars across a wide range of fields, the review here is intended only make a simple review on the current academic literature. This paper will focus on translation research by a case study of a specific translation article in skopos theory perspective.
In this paper, the main target is to analyze the specific translation method and theory application in skopos theory perspective, firstly this paper will make an introduction the basic theory knowledge of skopos theory and its review and its rules and application in the daily translation work. #p#分頁標題#e#

2.Skopos Theory review
Nord, C(2001) claims that skopos theory is a relatively brand new theoretical model of translation, is developed by German translator Han Vermeer, this theory is essentially an external study of translation, which will focus on the studies about the selection of translation purpose, so without no doubt it can be able to compensate for the deficiencies of traditional translation studies, so as to adds a new research perspective for the multi-disciplinary exploration on translation. Skopos theory was initially put forwards by the German translator of function group namely Hans • Vermeer. According to all the current scholar researchs and studies, the formation and development of skopos theory has gone through three stages: the first stage, Katharina Reiss’ study.
Peter Newmark (2008) puts forwards that according to behavioral theory, the skopos theory argued that human behaviour was purposeful behaviour occurring in a particular environment, it constituted a part of aThesis is provided by UK thesis base specific situation, and also have a certain impact on the situation. Because of the different customs and values among different cultures, the translation also was not the one-to-one language conversion activities. Dhanon Lennoi (2009) points that translation is an act of human activity, and like other acts of human, translation also has its own special and unique purpose of language conversion activities, and the purpose will be selected before the translation starts. So, the purpose of translation plays an important role in language translation activities. In the process of translation, the translator should take selective translation according to the purpose of translation and the actual situation of the readers.
Dhanon Lennoi (2009) has shown that translatio theory is central to anyone translating and interpreting literature. Along with literary theories, translaiton theory has become increasingly relevant, this is why more and more scholars made a series of research and investigation on skopos theory. It was once strictly confined within the scope of linguistics for translation was merely refered to as a conversion of languages, from the source language into the target language. Peter Newmark (2008) argues that however, when research was carried out further and deeper, meaning was found to be associated not only with language or the text but also with the author and the reader who form the triad in understanding the appropriate meaning of any text. Peter Newmark (2008) also aruges that the study concludes that nothing is lost is not a principle that could possibly survive in translation, priorities must be set. #p#分頁標題#e#
Dhanon Lennoi (2009) claims that the good translation should be accepted by most customers, which is the purpose of most translation. It arouses people’s attention to the problems existing in translation. Gradully, there are some typical translation problems: the problems in the aspect of the culture and the problems in the aspect of the language. As translation is between two or more languages and different languages contain and convey different cultures. Dhanon Lennoi (2009) argues that the cultural dissimilarities are the most important barriers in cross-cultural communication, however many translators are not aware of the cultural differences and don’t pay attention on the possible barriers. Dhanon Lennoi (2009) shows that many english words are commendatory or neuter and they are also bestowed with a heavy derogatory sense as well, which forms the invisible barrier, especially to the users who do not know much about the language. If such kind of words were used in the translated, it would not only be a question of being ridiculous but also affect the sales of the products the trademarks represent.
Brian Nelson (2007) points different languages involve different cultures, there are several main principles and ways of translation: the functional equivalence, the translator should first produce a more or less literal readering of the source text and then proceed to improve it stylistically; AIDA principle, the advertising for a product is not only the essential way to promote the products and compete with other products, but also is very important to exploit the international market.
Dhanon Lennoi (2009) points out that the policy of reform and opening up further speeds up global's economic development, also injects great vitality to China's advertising industry. For the rapid development of domestic industry, perfect translation gain more and more enterprises attention and get rapid development in the past twenty years. And, Brian Nelson (2007) shows that there are some typical translation method: Clear and concise; imitation translation; deductive method.

3.Skopos theory rules and application
According to skopos theory, there are three typical and basic rules for translation.
3.1 Skopos rule
Skopos rule is the most important rule for skopos theory, according to this rule, the whole translation process no matter translation methods or translation strategies option are decided by all the purpose of translation behaviour.
3.2 Coherence rule
Coherence rule refers to the language translation must be consistent with the coherence standard, which means that all language translation should be understand by the related users and reader, in addition the translation should play its special role in the corresponding language culture environment.
3.3 Fidelity rule
Fidelity rule means that interlingual coherence should exist between the original text and translation. Interlingual coherence is the so-called being fidelity with the original text. And, the fidelity extent and form is also decided by the translation skopos and translator's understanding on the original text. #p#分頁標題#e#
Sheila Twinn(2008) argues Thesis is provided by UK thesis basethat in general, the fidelity rule should be subject to the coherence rule, fidelity rule and coherence rule should be subject to skopos rule, in addition to these, the skopos rule is the top rule to be abided by all translators, besides all realization of these translation rules should be implemented in the communicative process of translation.
Skopos theory is the major breakthrough among the contemporary Western Translation research field. First of all, according to the skopos theory, the translation is one of human behaviour activities with specific purpose and is not just language exchange and communication. Translation is not the symbols translation based on the original text, is the cross-cultural activities of human communication based on the original text under the role of translator. In view of translation principles, skopos theory argues that the translation should abide by several important translation rules in the process of translation, that is the skopos rule, coherence rule, fidelity rule, which are also the translation methods adopted in the translation process to achieve some specific purposes. At the same time, the communication purpose should be combined with the reader's social and cultural background, expectation on translation, communication need and other factors to be decided. According to skopos theory, translation is a kind of cultural comparison which is carried out in cross-cultural communication under certain context of words, translation should be examined under the grand cultural context. Hugh R. B. Pelham(2008) thinks any cross-cultural activities including translation had to take into account cultural differences, such as different cultures have different values, outlook on life, world view, different behaviour norms and different communication environments.Translation must be meaningful in the target language culture, then allows the recipient to understand and identify with it.

4. Case study : The application of skopos theory in translation
4.1 The application of skopos theory in the case article
It is once pointed out that each text is produced for a given purpose and should serve this purpose. The skopos rule thus reads as follows: translate/ interpret/ speak/ write in a way that enables your text/ translation to function in the situation in which it is used and with the people who want to use it and precisely in the way they want it to function. What the skopos states is that one must translate, consciously and consistently, in accordance with some principle respecting the target text. The theory does not state what the principle is: this must be cited separately in each specific case. #p#分頁標題#e#
In the article named what is globalization, the translation also greatly reflects and adopts the skopos theory and then the whole translation article is easy to read and understand and mostly combined the translation theory of skopos theory with the actual translation work in the translation process, greatly satisfies the basic translation rules and purpose in the skopos theory perspective. In this translation article, the translation is not only an economic activity, but also a kind of cultural exchange, it was like an invisible hand handling people's reading habits. It is also a culture that is the sub-culture subordinated to the two different countries’ culture: Chinese and English. And, in this article the translation must be based on the premise of cultural values, the psychological needs, spiritual temperament, aesthetic of target language recipient should be taken into account in the translation process. It is a kind of manifestation of cultural exchange purpose, which can be reflected in the following sentences:
Chinese: 全球化描述全球社會出現的一個術語，在這個社會中，世界上一個區域在經濟、政治、環境、文化方面的事件會很快對世界其他地區的人們產生重大影響。不僅是貨物、貨幣和信息在迅速地長途移動，越來越多的人口也在大范圍快速流動。移民是全球化時代的一個重要特征。工人們寄回本國的錢已經成為很多國家的重要收入來源。
English: Globalization is a term for the emergence of a global society in which economic, political, environmental, and cultural events in one part of the world quickly come to have significance for people in other parts of the world. No only do goods, money, and information move great distances quickly, but also more people are moving great distances as well. Migration is a major feature of this era of globalization. Remittances sent home by workers to their home countries have become an important source of income for many countries.
In the above example sentence, by the using of the attributive clause the translator complete the Chinese into English more compact and it is consistent with the English language of expression, and such translation reflects the skopos theory of the cultural communication between two countries.
The skopos rule particular emphasize on the communicative purpose of translation, which requires the translator to have a clear understanding on communicative functions of translation methods and strategies. Different cultural backgrounds will induce significant difference in translation expression form, so all translations should act according to the goal audiences' psychic mechanism different determination demand way, in addition translation also should make the necessary adjustments or re-creation according to the Central and Western cultural differences, to go along with the target language culture and habits, so that the translation text will achieve the goal of communicative function compared with the original text. Therefore, the translator must properly handle the source language and target language culture, at some time it is necessary to rely on some typical and facile translation means to achieve communicative function of advertising language, while also fully reflect cultural characteristics. For example:#p#分頁標題#e#
Chinese: 盡管大多數人依然是單一國家的公民，然而他們卻比以往任何時候再文化上、物質上、心理上更多地參與著其他國家人們的生活。遙遠的事件通常會產生迅速重大的影響，我們生活中的日常用品，如我們穿的衣服、吃的食物、開的汽車——都是全球化的產品。
English 1: Although most people continue to live as citizens of a single nation, they are culturally, materially, and psyologically engaged with the lives of people in other countries as never before. Distant eventsoften have an immediate and significant impact. Items common to our everyday lives—— such as the clothes we wear, the food we eat, and the cars we drive—— are the products of globalization.
English 2: While most people still are citizens of one country, but they re-culture than ever before, physical, psychological more involved with other people's lives. Distant events are usually rapidly produce a significant impact on our lives daily, such as the clothes we wear, eat, open the car - are products of globalization.
Obviously, the first english translation version is more accurate than the second version, and more accurate to reflect the translation purpose and it is also the application of the skopos theory in this article.
4.2 Translation strategy
4.2.1 UnderstandIing the original text and the form selection of translation words
Understanding is the first part in the whole translation process, its importance is self-evident, because the error understanding can lead to the wrong translation, so before translation, translators must strive to find out the basic information on the original article. Also, words form selection is equally important for the translation, taking English and Chinese translation for example, there is no morphological changes in Chinese language but several morphological changes in English language. As for the every specific Chinese word there will be several different English words correspondingly. Such as the Chinese words "成長", there are four or five different word forms.
成長： grow, to grow, growth, growing.
In this article, the specific application of the Chinese words "成長" is used as follows:
Chinese: 全球化包括多國公司和跨國公司的成長。
English: Globalizationalso involves the growth of multinational corporations and translational corporations.
4.2.2 Translation Methods of Adding and Omitting
According to the Skopos theory, the target reader's acceptance is very important for the transference of the information. So in order to make the conveyance of the information smoothly, the translator should add some additional information which will help the visitor to understand more about the tourist places and also fulfill the Skopos of the tourist translation. Such as the history, characters features and his typical contribution and so on. In addition, in order to achieve the purpose of translation, it is conducive to remove the invalid information in the translation process, simplicity is the basic require of translation in skopos theory perspecitive. Lengthy and cumbersome advertisement not only failes to facilitate consumer acceptance and memory, and even make consumers are tired and would be an obstacle to sporting promotion. For example:#p#分頁標題#e#
Chinese: 比如，利用計算機在互聯網上進行銀行交易，對銀行業來說每筆花費幾分錢，而用傳統方法就會要花費數美元。
English: Using a computer to do banking on the Internet, for example, costs the banking industry pennies per transaction instead of dollars by translational methods.


5. Conclusion
In skopos theory perspective,the translator should grasp some basic translation method, should translate original text according to different cultural and linguistic habits, should distinguish different consumption behaviors from different consumers. The purpose for translation is to strive for the target readers, so it should take reader as the central, uses the related transaltion methods and strategies. In short, in skopos theory perspective the translation requires the translator to enhance their own sense of duty and reserve rich cultural, professional and other fields of knowledge, so that the translation should be easy to read and understand by the reader which is the essence of translation. A large number of translation practices have shown that the traditional translation theory can not meet the requirements, it is difficult to achieve the purpose and function of translation. Therefore, skopos theory requires the translator should take communicative purpose of the translation text as the center in the translation process, which will make translation be of more information power and expressive power and infinitely persuasive charm. A successful translation needs the translator should abide by the skopos theory and take the advantages of target language into account, and in addition, the translator should skillfully use different necessary translation methods when facing different aesthetic standards and values of target readers.

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