A Skopos-theory Based Practice Report Of Advertisements For A Luxury Fashion Brand

The study is an effort based on Skopos-Theory where the translation of advertising texts of Fendi,an Italian luxury brand,is exemplified and analyzed to elaborate its target audiences,position and brand story.Purpose of the original text,i.e.,to highlight the brand charm,attract customers,is revealed to propose strategies for ad translation.It is found that 1)Lexically,the promoter underlines the advantages of commodities with laudatory adjectives to woo customers;2)The sentence structures,depending on the purpose of each section,range from the long sentences and a formal style that deliver the cultural sophistication of brands with an elegant style to short sentences and a casual style to be more accessible to the audiences and attentive to their needs.Therefore,it is proposed herein to reproduce the characteristics and effects of each section in translation.