摘要

商业广告作为一种促销工具，在商品生产者与消费者之间搭建一座沟通的桥梁，发挥着向消费者展示商品信息，引导消费者购买商品的作用。在全球化进程加快的当下，中国商品与外国商品都在互相流通，进驻对方的市场，其中包括为女性设计的商品。由于商品在国际上流通，商品广告源语言与目的语言的不同，需要对商品广告进行广告翻译。广告翻译与商业广告一样，具有很强的目的性，其目的为吸引消费者进行消费，为广告主带来利润。

本文以目的论为指导，围绕目的论的三大原则，并对中西传统文化、审美习惯、思维方式的差异以及女性消费心理加以考虑，对为女性设计的商品广告英汉翻译进行分析，旨在为规范女性设计的商品广告翻译,拓展产品市场等方面做出贡献。

关键词：广告翻译  为女性设计的商品  目的论

Contents

Abstract I

摘  要 II

Chapter One  Introduction 1

1.1  Background of This Thesis 1

1.2  Definition of goods designed for women 2

1.2.1 The rise of designing for women 2

1.2.2 Definition of goods designed for women 2

1.2.3 Examples of products designed for women 3

1.3  Objective of This Thesis 4

Chapter Two  Literature Review 6

2.1  Previous Studies on E-C Translation of Advertisements of Goods Designed for Women 6

2.1.1 Previous Studies on E-C Translation of Advertisements of Goods Designed for Women Abroad 6 

2.1.2 Previous Studies on E-C Translation of Advertisements of Goods Designed for Women at Home 7

2.2  Previous Studies on Theory of Skopos Theory 8  

2.2.1 Previous Studies on Skopos Theory Abroad 8

2.2.2 Previous Studies on Skopos Theory at Home 10 

2.3  Summary 11

Chapter Three  Theoretical Framework 12

3.1  Introduction. 12

3.2  Definition of Skopos Theory 12

3.3  Three Principles of Skopos Theory 13

3.3.1 Skopos Rule 13

3.3.2 Fidelity Rule 14

3.3.3 Coherence Rule 15

Chapter Four  Analysis in Advertisements of Goods Designed for Women 16

4.1  Introduction 16

4.2  Analysis Based on Skopos Rule 16

4.3  Analysis Based on Fidelity Rule 19

4.4  Analysis Based on Coherence Rule 22

Chapter Five  Conclusion 26

Bibliography 27

Acknowledgements 28