| Everyone lives in the world that is influenced by advertisements. With the rapid economic development in the world, advertisement has a growing influence on people’s life, and advertisement translation is becoming more and more essential. Advertisement is a kind of practical writing with commercial purpose, so translation theories and the special purpose of advertisement should be combined when advertisements are translated.Advertisement translation based on equivalence translation theory, which is dominant in the translators circle so far, is not satisfactory. For one thing, there is no absolute equivalence as the two different. languages belong to different language systems, each having its own message-transfer mechanism, i.e. the organic unity of its formal organization and meaning transfer. For another, advertisement is a form of writing with a purpose and its translation will fail to perform the communicative function of advertisement if the translator blindly pursues the formal equivalence. Meanwhile, with the accelerating globalization, further studies on the relationship between advertisement and culture is still of vital necessity, and the many problems arising from the translator’s neglect of characteristics and functions of advertisement should be solved.The thesis, based on Skopos theory, compares the language and culture features of Chinese and English advertisements with lots of authentic examples of advertisement translation, and proposes that only target-language-culture strategy is suitable for advertisement translation.The thesis is composed of five parts:The first part introduces the theoretical basis, purpose, significance and structure of the thesis.The second part is literature review of the thesis. It mainly states the research status of advertisement translation.The third part concerns about the basic concepts and three rules of Skopos theory and property of advertisements are introduced in this part.The fourth part is the main body of the whole thesis. In this part, the author discusses the culture influence in advertisement translation and proposes that advertisement translation should be target-language-culture oriented. As Chinese advertisements and English advertisements are different on lexical, syntactical and rhetorical levels, advertisement translation should be target-language oriented. And different connotations of culture exert different influences on advertisement translation, so target-culture oriented strategy would be suitable for advertisement translation. At last, the author tentatively suggests some effective translation techniques for advertisement translation, such as abridgement, addition, etc.The final part is the conclusion. In this part, major findings of the thesis are summarized, and limitations of the research and suggestions for future study are put forward. |
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