Abstract:
 Advertisement is becoming an important part of our daily life. In the competitive society, many people use advertisements to improve the popularity and sales of their products. Therefore the ultimate goal of producing advertisements is to arouse the potential consumers’ desire to purchase the products. So if the advertisement translation can’t achieve this same purpose, it is a failure. Advertising is a goal-oriented field that tries to deliver the right message to the right person at the right time. Since it is important to meet the expectation of the target language consumers, the evaluation of advertisement translation relies completely on the target audiences’ responses. The Skopostheorie advocated by the German functionalists regards achieving the translating purpose-Skopos as the ultimate task of translation actions. The intended aims could determine the translation strategies and whole translating process. As advertisement translation is a highly goal-oriented activity, the Skopostheorie is a rather proper theoretical foundation for its research. In order to achieve the intended purpose of encouraging concrete purchasing actions from the target consumers, the translator should employ different translation methods in different situations. When the advertisements don’t involve any cultural discrepancies and communicative misunderstandings, literal translation could serve as the most convenient and reliable strategy of achieving the Skopos. When cultural differences emerge, it is the translator’s task to bridge the gap between different cultures and facilitate the communicative process by employing some cultural adjustments. As the Chinese and western world emphasize collectivism, authority, inductive reasoning, parataxis and individualism, facts, deductive reasoning, hypotaxis respectively, the translator should make proper changes during advertisement translation as well. By making the translated versions acceptable, understandable and popular in the target culture, the translator could ensure the achievement of the Skopos of advertisement translation.

Key words: Skopostheorie; advertisement translation; literal translation; cultural adjustment

摘 要:
广告正成为我们日常生活的一个重要组成部分。在这个竞争激烈的社会，很多人利用广告来提高产品的知名度和销量。因此做广告的最终目的是激发潜在消费者购买产品的欲望。所以如果广告翻译不能达到这一目的，它就是失败的。广告是一种以目的为导向的行为，它尝试在合适的时间里把正确的信息传达给正确的人。因为广告翻译要符合目的语消费者的期望，所以对其评价完全依赖于目的语观众的反应。德国功能理论者倡导的目的论把实现翻译目的作为翻译行为的最终任务。预期的目标可以决定翻译策略和整个翻译过程。由于广告翻译是一种目标倾向的活动，目的论比较适合作为其研究的理论基础。为了实现鼓励消费者的具体购买行为这一预期目的，译者在不同情况下应采用不同的翻译方法。当广告不涉及任何文化差异和交际误解时，直译可以作为实现目的最方便，最可靠的翻译策略。在出现文化差异的时候，译者的任务是运用文化调整在不同文化之间搭建桥梁和促进其间交流。由于中国人强调集体主义，权威，归纳推理和意合，而西方国家强调个人主义，事实，演绎推理和形合，译者要在翻译的时候做适当的转变。通过使译本在目的语文化下被接受，理解和流行起来，译者可以确保广告翻译目的的实现。

关键词:目的论；广告翻译；直译；文化调整