摘要随着世界经济迅速发展，广告已然成为日常生活中重要的一部分，因而广告语翻译也受到了人们的密切关注。广告语翻译作为翻译实践的重要分支之一同样也应该遵循翻译的普遍规律和原则。通过介绍翻译目的论和分析具体广告语翻译例子，本文探讨了目的论原则在广告语翻译中的应用。同时，在目的论原则的指导下，所有翻译遵循的首要法则就是目的法则，本文也提出了相应的翻译手段和策略，力求使广告语翻译充分发挥目的语优势，尊重各国各地区文化传统，迎合目的语消费者的需求，从而实现广告的功能，扩大商品的推广以及经济效益。23537
关键词  目的论   广告   广告语翻译策略
毕业论文外文摘要
Title  Translation Strategies on Advertisement Translation from the Perspective of Skopos Theory
Abstract
With the rapid development of world economy, advertisement has become an important part of daily life. At the same time, advertisement translation has been closely paid attention to, and as an important branch of translation practice, advertisement translation also needs to obey certain rules and principles. Through introducing the Skopos Theory and analyzing the problems in translation of English advertising, this paper discusses about the application of Skopos Theory in advertisement translation as well as introduces several translation strategies and methods. Under the guidance of Skopos Theory, the primary rule of all translation should follow is the Skopos rule. Translators can make advantage of their target language, respect every area of traditional culture, and cater to the target consumer s’ demand, so as to realize the function of advertisement, expand product promotion and economic benefits.
Key words   Skopos Theory   advertisement   advertisement translation strategies
Table of Contents
1 Introduction 1 
1.1 Research Background.1
1.2 Significance1
2 Literature Review2
3 Skopos Theory.5
3.1 Introduction of Skopos Theory5
3.2 Factors of Skopos Theory6
4 Advertisement Translation.7
4.1 Introduction of Advertisement7
4.2 Characteristics of Advertisement Translation.8
5 Translation Strategies from the Perspective of Skopos Theory10
5.1 Attracting Consumers with Feeling and Satisfying Customer’s Demands10
5.2 Identifying Differences and Sticking to the Target Language11
5.3 Paying Attention to the Differences between Chinese and English.13
Conclusion.16
Acknowledgments17
Bibliography.18
1. Introduction
1.1 Research Background
Advertisement translation, as a cross-cultural communication, needs to deal with the differences of regional culture, consumer psychology and aesthetic value. It is not a mechanical translation which translates one language into another word by word. Advertisement translation embraces a wide range of knowledge, such as social linguistics, economics, marketing and consumer psychology. Practice has proven that a successful advertisement translation helps to bring huge economic benefits and affect the enterprise and national image directly. On the contrary, unsuccessful one can make huge economic losses to the enterprise and the state. The form of advertisement is a practical literary form with high commercial value. Its ultimate purpose is to promote the goods or services accepted by consumers. If an advertisement cannot reach the purpose of persuading and inducing consumers to purchase goods, the advertisement is a failure. Likewise, in advertisement translation, if the translation cannot achieve the objective and effect, this translation would be unsuccessful. Therefore, during the translation and the study of basic strategy of advertisement translation, we must consider the specific purpose of advertisement translation theory organically. This paper starts from elaborating the essence of Skopos Theory, analyzes the purpose and principle of advertisement translation, and finds out some techniques and methods of advertising translation. 翻译目的论视域下的广告语翻译策略研究:http://www.751com.cn/yingyu/lunwen_16646.html