目的论视角下的广告口号翻译

The Translation of Advertising Slogan from Perspective of Skopos Theory

在世界经济全球化的今天,市场竞争变得日益激烈。企业赖以生存的不仅是产品本身及技术标准。一个企业的广告口号也成为竞争差异化的核心元素以及制胜的重要筹码。该文拟以在德国功能主义目的论的指导下,探讨一些广告口号的翻译策略和方法。

In today's economy globalization,the market competition becomes increasingly fierce.The product itself and technical standards are not only elements which enterprise are dependent to survive,but also the advertising slogan of a company has become the core element and the important winner chips in competition with other industries.This paper intends to explore some strategies and methods in translating advertising slogan of a company under the guidance of skopos theory.