摘要：

在世界经济全球化的今天，广告逐渐成为了促销产品的重要手段之一。作为一种目的性非常强的跨文化交际行为， 广告翻译受到越来越多的经贸人士的重视。广告是各个国家之间商品销售的重要桥梁，消费者会根据广告来了解产品，因此广告翻译的作用也就变得越来越重要。广告翻译不仅仅是两种语言间的转换， 更是文化内容的传播， 也是商品信息和商品理念的一种传递。目的论认为翻译是人类行为的一种有意识、 有目的的行为, 这种行为发生在一种特定的环境下, 同时它又反作用并修饰这种特定的环境。在商业行为中引入目的论这一概念, 不仅是要向消费者展示商品, 更是要消费者产生购买的欲望, 并最终能够成功说服消费者购买产品, 因此在翻译中必须将目的论作为控制整个翻译过程的首要准则。本论文在目的论的指导下 ,从广告翻译的目的性出发，分析了英语和汉语广告的不同特点，探讨了目的论的相关应用。

关键词：跨文化交际行为；广告翻译；翻译目的论；相关应用

Abstract:

Globalization of economic today，advertisement translation has gradually become a significant vehicle of promotional products. As a kind Cross cultural communicative behavior with very strong sense of purposiveness, more and more business people think highly of advertisement translation. Advertisement is the main bridge of commodity sales between different countries. Consumers understand the merchandise in the light of advertisement, therefore the advertisement translation is increasingly important than ever. Advertisement translation is not only a conversion between two linguistics, but also the dissemination of culture content and the transmit of product information and concept. In Skopos Theory, translation is a conscious, purposive human behavior, this behavior takes place in a specific environment and retroaction the environment. The introduction of the Skopos Theory not only to show the merchandise to consumers but also make the consumer generating purchase desire and convince consumers to buy the commodities. Therefore the translator must hold the Skopos Theory as the prior principle in the translation process. In the light of Skopos Theory and from the perspective of the purpose of advertisement, this paper analyzes the different features between English and Chinese advertisement and discusses application of Skopos Theory

Key words:Cross cultural communicative behavior；advertisement translation; Skopos Theory; application

1.Introduction
    Under the background of integration of world economy, the economy and media-and-advertising is booming. As a vital intermediary, advertising takes the unique charm affecting every aspect in social life. No matter in newspaper, television, radio and internet, various advertising overwhelming assault consumers’ sight and brain. ,Because of influences of linguistic, cultural, political differences and other factors, translators should take some translation strategies and methods to solve these problems.