Introduction

As the rapid development in science and technology, audio-visual media, films and TV, become very popular forms of international communication. Cultural exchange, as an essential part of international communication, cannot be ignored. As a mode of cultural transmission, English films have entered Chinese market, bringing great impact on our daily life.As an indispensable part of the translated English films, the translated film titles build up a bridge over the initial connection between the film and the audience. A good translated film title can not only express the main idea of the film, but also attract the interest of the audience, thus bringing commercial profits. Therefore, film title translation is becoming more and more important and significant in translation studies.     [雨林木风1] 

Generally speaking, studies and researches on film title translation have been usually conducted by traditional equivalence translation theory. To some extent, such theory can free film title translation from the yoke of form bondage. However, it cannot really free film title translation from the bondage of equivalence. In addition, translation strategies based on traditional translation theories cannot provide a theoretical explanation for some translated film titles that are successful in practice but against traditional Equivalence Theory. Therefore, they cannot effectively conduct translation practice.[雨林木风2] SkoposTheory is the core of the functionalist translation theory. Compared with the previous translation theories, it has a series of breakthroughs. It does not focus on translation at the linguistic level only, but also emphasizes the roles of the translator and culture in translation. It allows much room for the translator in the use of a satisfactory method.

 SkoposTheory defines translation as a purposeful activity as well as an intentional intercultural communication, thus bringing more valuable insights into translation studies and giving a new perspective to the study of film title translation. According to this theory, translation strategies are determined by the purpose of the target texts. Therefore, the translator can be allowed to have more initiative and will do a better job in translation activities. In this sense, film title translation can be freed from the bondage of equivalence.  [雨林木风3] 

The thesis focuses on how to realizeSkoposTheory inEnglish movie titles translation, what specific translation strategies should be used. It sets examples and discusses the translation of movie titles.[雨林木风4] In Chapter One, the author discusses the development and the main principles ofSkopos Theory. In Chapter Two, the author makes an analysis on the features and functions of movie titles. In Chapter Three, the author mainly focuses on the application ofSkoposTheory to movie title translation. A conclusion is drawn to summarize the whole thesis as well as to point out the shortcomings existing in this thesis.[雨林木风5] 

Background, theoretical basis, purpose:

Introduction

Today，advertising has become an indispensable tool for modern companies and institutions. Moreover, with the increasing deepening of economic globalization, advertising has been playing an essential role in international communication. The pouring of English advertisements into Chinese market may serve as evidence. Consequently, it becomes emergent to attach importance to English advertising translation. As a key role in propaganda, a well-rendered advertising may enhance the perceived value of a product.

Traditional theories applied in translation usually analyze and translate the texts from word to word, sentence to sentence or paragraph to paragraph which usually ignore the integrated structure of both the source text and the translated one. Since the 1960’s, the rapid development of discourse analysis has greatly enriched the theories of translation. Discourse analysis seeks to explain linguistic phenomena as a whole mainly from perspectives of cohesion and coherence of the discourse. Thence the unit of translation has been extended from words and sentences to sentence groups and text. The criterion of translation has been changed from preserving the completely faithfulness and verbal beauty to achieving cohesive and coherent equivalence between the source text and the target text.

This paper will focus on an analysis of the discourse of English advertising from the perspective of cohesion and coherence in order to attain a deeper understanding and better grasp of the text thus contributing to a more satisfactory translation.