目的论指导下的广告翻译
成功的广告可以带来非常丰厚的经济收益。在经济全球化的背景下，越来越密切的全球交流和更为激烈的国际竞争使得我们对表达恰当的广告及其翻译文本的需求急剧增加。作为翻译研究的一个领域，广告翻译有着自己的系统和规则，本文先对广告语言的特点进行了分析，并且通过一些广告翻译的典型实例，提出了了一些翻译策略和方法。本文得出结论中直译，意译，仿译，强调，增减译等翻译策略和方法对广告翻译是具有重要的指导意义的。
关键词：目的论；广告翻译；翻译策略和方法
Advertisement Translation under the Guidance of Skopos Theory
Abstract
Successful advertisements can bring considerable economic benefits to the company or the country. Under the background of global economy, the intensification of global communications and severe competitions launches increasing demands for fitful advertisement and appropriate advertisement translation. As a field of translating study, advertisement translation has its own system and rules. This paper firstly analyzes features of advertising language and then offers some translation strategies with some typical examples of advertisement translation. The study shows that the translation strategies and methods of literal translation, free translation, imitation, emphasizing, amplification, mending, and omission are of great instruction and significance to advertisement translation.
Key words: Skopos theory; advertisement translation; translating strategies and methods
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