摘要 

随着经济全球化的发展，国与国之间的国际贸易日益频繁。广告是一种呼吁性文本，在推介产品、吸引消费者、提升品牌形象等方面起着重要的作用，有很强的目的性和功能性。在一众跨国公司中，美国苹果公司的广告文案中译具有显著特征，“苹果式中文”对其产品销售以及品牌形象的推广起到了特殊的促进作用。本论文尝试以德国目的论视角出发，首先总结广告翻译的评价标准，以此具体分析苹果公司的广告翻译，最后提出广告翻译的一些策略，为更多跨国公司提供多种翻译经验。

关键词：目的论；广告翻译；翻译策略；广告

Contents

Acknowledgements  i

Abstract ii

摘要 iii

1. Introduction 1

2. Demonstration 2

2.1 Skopos Theory 3

2.1.1 Definition and development of Skopos Theory 3

2.1.2 Three Basic rules of Skopos Theory 4

2.2 A General Introduction to Advertisement 5

2.2.1 Definition of Advertisement 5

2.2.2 Functions of advertisement 6

2.3 Linguistic Features of Advertisement Language 6

2.3.1 Lexical Features of English and Chinese Advertisement 7

2.3.2 Syntax Features of English and Chinese Advertisement 8

2.4 Analysis on Advertisement Translation of Apple Inc. from the Perspective of Skopos Theory 9

2.4.1 The E-C translation of Apple Inc. under the guide of the Skopos Rule 9

2.4.2 The E-C translation of Apple Inc. under the guide of the Coherence Rule 11

2.4.3 The E-C translation of Apple Inc. under the guide of the Fidelity Rule 12

2.5 Strategies for Ad Translation in Light of the Skopos Theory 14

2.5.1 Literal Translation 15

2.5.2 Creative Translation 15

2.5.3 Addition 16

3. Conclusion 17

Works Cited 20

Bibliography 21