Abstract

Economic development has made advertising one of the major means of sales promotion penetrating society, driving the translation of advertisement to rise and improve. In order to standardize the translation of advertisement, principles and theories need to be used in the process of translation. While most of the translation theories fail to completely satisfy the purpose of advertising translation, the paper stands on Skopos theory which is the most important part of function theory, and combines with the traits of advertisement, the stylistic features of the target language, the reaction of the target language readers, and the cultural background of the target language to explore the available strategies in advertising translation. 

Key words: advertising translation; Skopos theory; strategies

Contents

Abstract

摘  要

1. Introduction-1

2. Literature review-2

2.1 The history of translation in China-2

2.2 The history of translation abroad-2

2.3 Reasons for the difference of advertising translation-3

2.4 Skopos theory-5

3. Strategies for advertisement translation-6

3.1 Definition and traits of advertisement-6

3.2 The rules of Skopos theory in advertising translation-7

3.3 Literal translation-7

3.4 Free translation-8

3.5 Addition-8

3.6 Deletion-9

3.7 Other strategies-9

4. Conclusion-10

References-11