An Analysis of Advertising Translation from the Perspective of Skopos Theory30

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1、AnAnalysisofAdvertisingTranslationfromthePerspectiveofSkoposTheoryContentsAbstract(inChinese)IAbstract(inEnglish)IIChapterI.Introduction1A.Relevantbackground1B.Significanceofthestudy2C.Organizationofthethesis4ChapterII.Literaturereview4A.PreviousStudyo

2、fadvertisingtranslation4B.Summary7ChapterIII.Theoreticalframework8A.TheformationoftheSkopostheory8B.TheprinciplesandrulesoftheSkopostheory9C.TherelationshipbetweenSkopostheoryandadvertisingtranslation11ChapterIV.TheSkopostheoryappliedinadvertisingtrans

3、lation13A.Advertisingtranslationguidingbythethreerules131.GuidedbySkoposrule132.Guidedbythecoherencerule143.Guidedbythefidelityrule15B.MethodsforadvertisementtranslationbasedonSkopostheory161.Literaltranslation172.Transliteration173.Freetranslation194.

4、Structure-borrowingMethod205.Amplification216.Abridgement/Omission227.Adaptation23ChapterV.Conclusion24A.Summaryofthestudy24B.Suggestionsforthefurtherstudy25WorksCited26摘要广告是商品在市场竞争中能否取胜的一个重要影响因素，广告翻译对经济的繁荣，国际贸易的发展，国际交流的促进起着越来越重要的作用。本文深入的阐述目的论对广告翻译的指导意

5、义，从而更好的掌握运用广告翻译的方法。掌握好广告翻译方法，不仅有利于更好的学习语言，弄清不同国家的文化价值观，更重要的是能更加有效的宣传本国商品及企业，并对进一步参与国际市场的竞争有着更深远的现实意义。关键字：目的论，广告翻译，翻译方法27AbstractIfthecommoditycansuccessornotinthemarketcompetition,itsadvertisementistheoneofthemostimportantinfluencingfactors.Advertiseme

6、nttranslationplaysakeyroleintheeconomicprosperity,worldtradedevelopmentandinternationalcommunication.ThispaperdeeplyexplainstheguidingsignificanceoftheSkopostheorytoadvertisementtranslation,andthenhelpstranslatorsfindabettertranslatingmethod.Knowingwel

7、loftheadvertisementanditstranslationfeatures,notonlybenefitsourlanguagelearningandunderstandsmoreofdifferentcountries’culturalvalue,butalsopropagatesourproductsandcompaniesefficientlyandimprovesourmarketcompetitiveabilities.Keywords:Skopostheory,advert

8、isingtranslation,translatingmethod27ChapterI.IntroductionA.RelevantbackgroundWiththerapiddevelopmentoftheworldeconomy,advertisementshavepenetratedintoeverycornerofourlife.Asisknowntoallthatgoodadvertisementscannotonlypopularizetheproduc