Abstract:

As a symbol of economic globalization development, automobile advertisement plays a more and more important role in our daily life. The translation of automobile advertising slogans determines the product sales in principle market. In terms of Skopos Theory, the translation is a purposeful activity. The translator should pay attention to the intention and exchange of the translation. Automobile advertising slogan is an infection text, the translator should be established in the meaning of the source text and grasp the feature of the target advertising text. This study analyses translated automobile advertising slogans in the light of Skopos Theory. It comes to a conclusion that the translation should be guided not only by culture, but also by language features. This is beneficial to increase the publicity of automobile brand and access domestic vehicle to international markets, which can truly reflect the power of automobile advertising language.

Key Words: automobile advertisement; advertising slogans; Skopos Theory

摘要：

作为经济全球化发展的标志之一，汽车广告在人们的日常生活中扮演着越来越重要的角色。汽车广告标语翻译的成功与否更是直接决定了产品在目的市场上的销售力度。目的论指出翻译是一种有目的的行为。译者应该注重翻译的目的和交流。汽车广告标语是一种感染文本，译者必须立足原文本的意义，掌握译入语广告文本的特点。本文通过目的论分析汽车广告标语翻译,总结出翻译不仅需要以文化为导向，还需要关注其语言特点。这些翻译方法有利于加强汽车品牌的宣传力度，帮助国产汽车打入国际市场，真正体现汽车广告语言的“硬实力”。

关键词：汽车广告； 广告标语； 目的论

1. Introduction
In more than 100 years, automobile advertisement plays an important role in promoting sales. Almost all car manufactures admit that advertising is essential in promoting automobile manufacturing and selling. In modern society, a new car begins to be advertised before it rolls off the manufacturing line. Automobile advertisement plays an important role in the world advertisement. As a result, automobile manufacturers and selling agents are very generous in advertising, for they know quite well that they will benefit far more than the money they invest. This thesis analyses the translation of automobile advertising slogans in the light of functional translation theory. The translator is supposed to fully consider the language features of automobile advertising slogans and take the best translation methods. This results in showing the unique language charm of advertising slogans and increasing the promotion more effectively, from which we get the most dividends of advertising language.