The Application Of Skopostheorie To Advertising Translation Practice

The past five years have witnessed a boom of advertising translation studies. In view of this situation, quite a number of scholars hold that the studies on advertising translation are "more than enough".Under such circumstances, the author still selects advertising translation as the research topic owing to the following two reasons. It is firstly because the importance of international advertising and advertising translation is strengthened by globalization and economic integration. Secondly, the studies on advertising translation are "more than enough" only in quantity. It is "far from being satisfying" in terms of research depth and quality.This thesis aims to exhibit deep-rooted origins of cultural differences and their influence on advertising and advertising translation; to identify Skopostheorie as the most effective theory in guiding highly purpose-driven advertising translation; to showcase adaptive transfers of advertising translation as the most effective strategy; as well as to demonstrate the integration of Skopostheorie with advertising translation practice embedded in language and cultural differences.