摘要

广告，作为一种极具商业价值的实用文体，充斥在我们的生活当中。如今，世界经济一体化加快，商业竞争愈加激烈，广告及其翻译在这个过程中的作用更加显著。然而，一则优秀的广告翻译，除了考虑原文、语言、文化这几个因素的影响，还必须充分考虑到广告宣传商品，促进销售的目的。否则，广告翻译失去去了它最重要的特点---实用性。传统的翻译理论在广告翻译中已显示出其不足与弊端，因此，我们需要一个更加实用，更加灵活的翻译理论来指导广告翻译，促进其发展。依照目的论，所有的翻译行为都应该遵循目的原则，这对众多的实用性文体的翻译，尤其是广告翻译，有较好的指导作用。本文以目的论为理论指导，结合英语广告语言特点和文化因素以及广告的目的，分析商场，网络，电视上等生活中常见的英文广告及其译本，试图从广告翻译实践中找出目前较常使用的翻译原则和翻译技巧。

关键词：英汉广告翻译；目的论；语言特点；翻译策略和技巧
 
Abstract

As a pragmatic text of high commercial value, advertisement can be seen everywhere. Nowadays, with acceleration of global economic integration process and fiercer commercial competition, advertisement and advertisement translation play a significant role in the commercial world. However, an excellent advertisement translation should take the purpose of advertisement---- promoting and boosting sales into consideration, besides the influence of original text, language and culture. Otherwise, advertisement translation will lose its most important characteristic----practicability. Due to these reasons, traditional translation theories have shown their shortcomings and faults in practice, therefore, we need a more pragmatic and flexible theory to guide the translation process. As per Skopos theory, all translation actions should follow the skopos rule. It has good guidance for pragmatic text, especially for advertisement. This article, from the perspective of Skopos theory, will combine the language features of English advertisement, cultural factors and the purposes of advertisement to analyze the advertisements in our daily life and their translations as to find out the frequently used translation strategies and skills.

Key words: English-Chinese advertisement translation； Skopos theory； language features；translation strategies and skills