A Study On Enterprise Publicity Localization Translation From The Perspective Of Skopos Theory

With the economic globalization and rapid development of technology, the global economy is flourishing in recent years. Enterprises from different countries begin to interact across countries to develop international markets. How they get an edge on such competitive markets is what each enterprise focuses on, especially for transnational ones. Besides product and service quality, enterprise publicity is an increasingly important part of competition.Subsequently,translation activities become essential, especially for multinational enterprises.Customers’ first impression on the product or service derives from the publicity. However, the improper translation of publicity materials has made the enterprise embarrassed on the international market. Currently, Skopos Theory with which the translator can give the proper translation based on the expected function and the context is an important breakthrough and a significant complement of the traditional translation standard “Equivalence Principle”.The thesis, based on Skopos Theory, compares the language and culture features of Chinese and English enterprise publicity materials with lots of authentic examples of publicity translation, and proposes that only target-language-culture strategy is suitable for enterprise publicity translation.The thesis is composed of five parts.The first part introduces the significance and purpose of the thesis. The second part mainly states the basic concepts, development stages and three rules of Skopos Theory and the difference between Skopos Theory and equivalence principle. The third part concerns about the content of enterprise publicity. The fourth part is the main body of the whole thesis. In this part, under the guidance of Skopos Theory, the author discusses the differences in words, sentences and passages between Chinese and English publicity materials, and puts forward corresponding translation strategies. The final part is the conclusion. In this part, major findings of the thesis are summarized, and limitations of the research and suggestions for future study are put forward.