摘　 要

在商品经济高度发达的现代，广告作为信息的载体在当今时代的作用越来越明显。广告已经发展成为一种重要的实用文体，有着自己独特的语言风格。我们在翻译的时候，要充分考虑到目的语人群的风俗习惯和语言特征，采取正确的翻译方法以实现广告效应。
本文将以目的论翻译理论为指导，在对现有的研究进行分析和总结的基础上，结合所收集到的广告案例，对广告文本进行更全面和更深入的解剖，讨论更有针对性，更合理的广告翻译的策略.本文的写作目的是希望能够对广告翻译的理论研究有所贡献，并对广告翻译实践提供一定的理论支持。本文第一章将会介绍目的论的背景以及在目的论指导下的翻译中所要遵循的三大准则。第二章将会参照国内外文献做出对广告语言特色翻译策略的阐述，从而引出作者观点。第三章，深入分析英语广告文本的语言特色。第四章主要提出目的论指导下的广告翻译策略。第五章，总结全文，强调作者观点，深化论文主题。

关键词：广告；目的论；语言特色；翻译策略
 
Abstract

As an information carrier, advertising plays a more and more important role nowadays with the highly development of the commercial economy. The advertising has developed into an important practical pattern, which has its own linguistic features. We should fully consider about the cultural and linguistic characteristics of target language in translation, and take the right translation strategies to realize the effect of advertising.
On the basis of the analysis and summaries of the existing study, this paper will combine with the collected advertisement cases to discuss more targeted and reasonable advertising translation strategies through a further and more complete analysis on the advertising text in the guide of Skopos theory. This paper aims to be helpful to the theoretical study of advertising translation, and provides the advertising translation practice some theoretical support. In the first part, this paper discusses the background of Skopos theory and three principles to be followed by the translation under Skopos theory. In the second part, it mainly introduces the language characteristics of advertisements. In the third part, it discusses some translation strategies in Skopos theory.

Key words: advertising; Skopos theory; language characteristic; translation strategies

1 Introduction
Since the reform and opening up, our international trade has expanded greatly. Especially in 2001, the entry of WTO made the connection between Chinese economy and the global economy to an unprecedented extent. With the accelerated process of economic globalization, numerous foreign goods swarm into Chinese market. All of our companies have to face a problem: how to display our product in front of foreign consumers better under the intense competition from international market. Advertising, as a form of information carrier has been infiltrated into every field of our daily lives. It has become an indispensable part of the society, and has developed into a very important and practical literary form. As an effective means of competition, advertising is one of the important marketing strategies of companies, and it plays more and more important roles in the sales of products and the occupation of market, therefore, the importance of advertising translation is reflected in international trade.