Abstract: As advertisement plays a key role in promoting products, the Chinese-English advertisement translation is of great significance to help win the foreign market. This thesis classifies various kinds of translation strategies from the perspective of Skopos theory into two groups—literal translation and free translation. It aims to prove the Skopos theory is the inherent guiding principle for advertisement translation by analyzing several kinds of Chinese-English advertisement translations.

Key words: advertisement, advertisement translation, Skopos theory

摘要：商品广告在商品推广中发挥十分重要的作用。因此，汉语广告的英译为赢得外国市场发挥了极为重要的作用。本文从目的论的角度将各种翻译策略分为两大类，直译和意译。通过分析不同类型的汉语广告翻译，证明目的论是广告翻译的最佳指导理论。 

关键词：广告，广告翻译，目的论