The Application Of Skopos Theory In English-chinese Of Advertising Translation

As the global economic integration is increasingly significant, the internationalcirculation of commodities is more and more frequent. In order to expand theinternational market and introduce products and services better to target consumers,promote the brand image, advertising becomes one of the important strategies ofpromotion. Meanwhile, advertising translation also plays an important role in globaltrade and market competition.Based on the functionalist Skopos theory, this thesis discusses how the Skopostheory guides to English-Chinese advertising translation. The thesis introduces therelated research studies of advertising translation in China and abroad. The thesisreviews the background and the development of Skopos theory, and it introducesthree principles of Skopos theory, that is the Skopos rule, the coherence rule andfidelity rule. The thesis introduces major linguistic features of English advertising onlexical, syntactic and rhetorical aspect. The thesis gives a general introduction ofadvertising and advertising translation, including definition, features and essentialcomponents of advertising, purpose and assessment criteria of advertising translation.The thesis demonstrates the Skopos theory as the guide theory for theEnglish-Chinese advertising translation. Through case studies, the thesis explores theconcrete strategies of the English-Chinese advertising translation under the guidanceof Skopos theory.Through the above analysis and research, the thesis concludes that on the basisof the Skopos theory, English-Chinese advertising translation can be effectivelyguided. At the same time, the thesis also points out the shortages of the study.