Translation, Modern Advertising

The past decade has witnessed a variety of advertising translation studies, and many different perspectives on this criterion have been presented.Under such circumstances, the author still chose this criterion as the research topic owing to the following reasons. Firstly, as post modernity is affecting more and more on the popular culture, advertising world is changing rapidly with the appearance of postmodern advertising. Therefore, the study has to be renewed and understood in a new sense and with a new orientation. Secondly, the existed studies are "more than enough" only in quantity but not in quality.Based on such reasons, this paper aims to present skopos theory as the leading theory in postmodern advertising translation and the intertextuality as its complementary ideology.This thesis consists of five major parts. In the introductory part, it gives a literature review of this criterion and shows the historical limitations, In the second part, it presents the definition and features of postmodern advertisements. The third part, which is the core of the thesis, illustrates in detail the skopos theory and its application on the translation of postmodern advertisements. The fourth part analyzes intertextuality and places it as complement to skopos theory in translating of postmodern advertisements. The following is the conclusion part, which concludes the central idea and forecasts its future development.