Abstract:

With the development of economy, advertisement plays an important role in our daily life. Advertising text translation, as a promoting tool to attract the foreign consumers, has become more and more significant in international commercial activities. This article will explore food advertising translation from the perspective of Skopos theory. First, this article will begin with expounding the theory of Skopos Theory. Then fundamental concepts of advertising will be presented.Moreover, this article will attempt to explore more practical and effective methods of advertising translation through analyzing examples of specific food advertising translation. At the same time, the paper will discuss a series of factors that can affect food advertising translation and how to achieve the three principles of the advertising translation: faithfulness, attractiveness and acceptability under the guidance of Skopos Theory.

Key words: Skopos theory; food advertisement translation; translation strategies; three principles

摘要:

随着经济的发展，广告在人们的日常生活中的作用也越来也重要，作为吸引外国顾客的一项促销手段，广告文本的翻译在商业活动中也显得越来越重要了。因此，本文将从目的论的角度探讨食品广告的翻译。文章首先阐述翻译目的论理论观点,分析广告的基本概念,并通过具体食品广告翻译的实例分析,积极探索归纳出较为实用、有效的广告翻译方法,同时也将探讨一系列影响食品广告翻译的因素以及在目的论翻译理论指导下如何达到翻译广告英语的三条原则, 即忠实性、吸引性和可接受性。

关键词：目的论；食品广告翻译；翻译策略；广告英语翻译三原则

1. Introduction
1.1 Background of the Study
With the development of economic integration and globalization, the competition between enterprises has become increasingly intense.
Advertising, as a tool of enterprise competition, plays an important role in the world economy competition. Effective advertising is a delight for both consumers and enterprises. As it can help the consumers understand and get necessary information, which can help them choose the best commodity or service they want directly and conveniently. And on the other hand, by attracting more consumers, it can help the enterprises sell more and more products to gain economic benefit. Therefore, good translation of advertisements may lead to a good image of a product so that people are willing to buy the product, and the enterprise will finally make profits.