目的论在广告翻译中的运用

The Application of Skopos Theory in Advertisement Translation

随着全球一体化的发展,各个国家的对外贸易不断加强,其中商品的宣传对其经济的发展起到了不可低估的作用。广告翻译作为一种跨语言、跨文化的交际活动,具有极强的商业目的性,广告翻译的质量能对某一种产品在国际市场上的销售产生直接影响。从目的论入手,结合翻译实例来探讨广告翻译的策略。

With the development of globalization,the international trade has been strengthened,advertising publicity plays an important role in its economic development,which cannot be underestimated.Being an Cross-lingual and cross-cultural activity,advertising translation shows the intensive commercial purpose,so the quality of advertising translation will exert direct impact on the commodity sale in the international market.With examples,the paper explores some strategies for advertisement translation in the perspective of Skopos Theory.