English Advertisement Translation From The Perspective Of Skopostheorie

In the highly developed commodity economy society, the popularity of mediainformation reaches a high extent. Advertising is everywhere! In our life, even a kidcan recite a few classic slogans. At present, business, advertising agree thatadvertising is a science and an art. Academics argue that advertising is acomprehensive discipline. After entering1990s, the science and technology havedeveloped very fast, make the advertising in the art and science is more and moreinseparable, advanced science and technology infuses some new life into theadvertising art. Advertising becomes indispensable for life taking it for granted. A lotof people only buy the so-called well-known brand product, which seems to representthe quality of life.As we all know, in this highly developed society, any goods want to reach aextent in the international development. A variety of multinational companies haveestablished. Advertising is no exception, of course, with the continuous developmentof the media, our TV, computer, even the radio constantly are presented ads, these adsare not only propagandizing in domestic market, but also developing towardsinternational market. Advertising translation must be to enter the international market,the ads need to be translated. The quality of Advertising translation directly influenceson the receivers of the target language to understand the information of product,then it will determine whether the customer buy the product and service or not.The scholars have studied on the translation theories and principles beforedozens of years. we must understand some theories, such as Faithfulness, Fluencyand Elegance; Functional Equivalence, Equivalence to style in the traditionaltranslation. What principle or theory is the most appropriate principle for thespecial practical style, Advertising English? This thesis focuses on GermanFunctionalist Skopos theory. The author holds that Skopostheorie be most suitabletheory for Advertising Translation.In addition to the introduction of Skopos in this paper, the author puts forwardseveral translation strategies about Advertising, including Literal Translation, Free Translation, Creative Translation, Supplementary Translation, Condensed Translationand Transliteration. The author hopes to provide you some references.