Skopos Theory: Purpose in Translation

Skopos Theory: Why Purpose Matters?

• Skopos theory is a translation approach, emphasized by purpose
• Developed in the late 1970s in Germany by Hans J. Vermeer
• Focuses on the target audience's needs instead of strictly following the source text
• Translators adapt their approaches based on the intended function of the translation (e.g., inform, persuade, entertain)
• Prioritizes purpose for more engaging and relevant translations
• It bridges cultural divides more effectively

Overview

• Includes sections for Introduction, Skopos Theory, Key Points, Skopos Rules, usage, examples, practice, and references
• The presentation outlines a theory for translating different texts, from legal documents to advertising slogans

Introduction

• Skopos theory is a framework that emphasizes purpose in translation
• Effectiveness of a translation depends on meeting the needs of the target audience
• Translators should adapt their work based on the intended function of the translation
• Cultural nuances should be addressed, leading to translations accurate and relevant
• This theory enhances the impact of translations and effectively bridges cultural divides

Key Points

• Purpose-Driven: Translation should serve its intended function in the target context
• Target Audience: Understanding the target audience's needs and expectations is critical
• Cultural Context: Translators must consider cultural differences
• Flexibility: Translators should have the freedom to alter the original text to meet the intended purpose

Skopos Rules

• Skopos Rule: Crucial to the translation process as it emphasizes the intended purpose. Identifies 3 types of purposes: general purpose allowing translators to earn a living, communicative purpose targeting the education of the audience, and purpose related to the translation method used
• Coherence Rule: The translated work should be coherent in the target situation and be coherent in the receiving situation following the receiver’s circumstances and knowledge
• Fidelity Rule: Translators have a moral responsibility to ensure coherence between the original and translated texts and loyal to the source text; a direct imitation is not needed, rather adjustments to better reflect the source text’s intended meaning in the target language.

Why Purpose Matters?

• Purpose of the text determines how it's translated
• Text purpose influences terminology choice, register selection, and style
• Many possible translations exist because many purposes are possible

Instances in Translation

• Marketing slogans prioritize emotional resonance over literal accuracy
• Legal texts prioritize clarity and precision
• News articles cater to current events brevity
• Film subtitles accommodate timing constraints

Practice

• Examples offered include Marketing Slogan (e.g., "Open Happiness" - Coca-Cola)
• News Title (Donald Trump US election win)
• Legal Terms(e.g., "Appeal, Term, Perjury")

References

• Includes various scholarly works from Gong, Schäffner, and Trisnawati, etc

Explore the fundamentals of Skopos theory, a translation approach focused on the purpose behind translations. Developed by Hans J. Vermeer, this quiz delves into how translators adapt their work to meet the needs of the target audience, ensuring relevance and effectiveness. Gain insights into key points, rules, and practical applications of this innovative translation method.