| In today’s world with rapid economic development, under the big background ofthe acceleration of economic globalization as well as economical and culturalintegration process, advertisement is playing pivotal role in the internationalizationprocess of brands and enterprises. Since China’s access to WTO, more and moreproducts are entering Chinese market, at the same time, mass amount of Chinesegoods are also being exported to the international markets. Nowadays,“Made inChina†can be seen everywhere in the world. This makes the importance ofadvertisement and advertisement translation more prominent.Advertisement is a unique practical literary style with great commercial andsocial value as well as strong sense of purpose. Moreover, because of the linguisticand cultural differences between English and Chinese, it is not quite possible toachieve absolute equivalence in translation. Traditional translation theories are clearlyno longer able to adapt to the objective requirements of advertisement translation.This situation requires us to seek for more flexible and more practical theory to guideour advertisement translation practice.According to “Skopos Theoryâ€, the purpose of the translation activity determinesthe whole process of the translation. It inspires us to use a variety of translationstrategies in a flexible manner. It also tells us to choose the best approach to deal withthe translation aiming the intended function of the translation on the basis of thecareful analysis of the original text. Therefore, the theory has a great instructionfunction to advertisement translation practice.With “Skopos Theory†penetrating throughout as the theoretical framework,through analyzing specific translation cases and summing up effective translationtechniques, this thesis intends to seek for systematic and practical translationprinciples and strategies to find out the best ways to minimize the influences oflinguistic and cultural differences on advertisement translation in order to achieve asuccessful advertisement translation. |
