摘要
目的论认为翻译是人类行为的一种有意识、有目的的行为，而广告翻译是一种目的性非常强的跨文化交际行为，因此在跨文化的广告交流中必须寻找目的论和广告翻译的有效切入点。从译文语体、读者反应、译语文化三个方面出发，探讨可行的翻译策略。
According to the Skopos Theory, translation is a kind of conscious and purposeful human behavior. And advertisement translation is a purposeful kind of cross-cultural communication. Therefore, an effective entry point must be found combining Skopos Theory and advertisement translation in the process of cross-cultural exchanges. A feasible translation strategy should be explored and employed based on Readers＇ Response, the varieties of the target context and the culture of the target language.
关键词
目的论
译文语体
读者反应
译语文化
The Skopos Theory, the varieties of the target context, readers＇ response, the culture of the target language
