On The E-C Translation Of Website Advertisements: From The Perspective Of The Skopos Theory

With the introduction and analysis of functions, styles and linguistic features ofadvertisement, this thesis attempts to build up the theoretical framework of websiteadvertisement translation based on the Skopos Theory. The Skopos Theory, putforward by Vermeer, emphasizes the dominant role of the translation purpose. Oncethe purpose is figured out, the whole translation process can be defined. That is “theend justifies the means”. In website advertisement translation, the “purpose” is toremain the same marketing function, which contains elements of culture, market,ideology, etc. By means of case analyses, the application of the Skopos Theory in E-Ctranslation of website advertisement is elaborated in this thesis, along with theintroduction of several translation strategies.At the end of this thesis, the author points out that advertisement translation is nolonger the translation of language, the layout, the image, the style, and even theproduct itself, all these elements should be carefully handled, under the invariableprinciple of the “skopos”. Thus the marketing function of advertisement could be keptand reinforced in the translated versions.