Abstract

In the rapid development of electricity industry today, product advertisements of Britain and America are ubiquitous in our life. Advertising attracts consumers' attention with its unique language and rhetorical devices, prompting consumers to make purchases. With the rapidly development of economic globalization, the internationalization of advertising is becoming more and more obvious, and competition is becoming more and more fierce. The common problem faced by domestic and foreign enterprises is how to push their products into the international market. This is also a problem for advertising translators. On this basis, the author also probes into the Skopos rules, the translation of commercial advertising methods and strategies, and put forward that commercial advertising translation must be based on the Skopos theory.

By introducing the definition and functions of commercial advertisement, features of commercial advertisement language, and analyzing many real examples, attempts to demonstrate Skopos rules by choosing a method such as literal translation, free translation, and transliteration. The author wishes this thesis could help the advertisement translation based on Skopos theory to gain more and more attention.

    Keywords: commercial advertisement, Skopos theory, translation strategies

Contents

Abstract

中文摘要

1 Introduction-1

2 Literrature Review-1

2.1 Previous Studies-1

2.2 Innovation of this thesis-3

2.3 Introduction to Skopos Theory-3

3 Explorations of Commercial Advertisements-5

3.1  The Definition of Advertisement-5

3.2  Functions of Advertisement-6

3.3  Features of Advertisement Language-7

4 Application of Skopos Theory in Commercial Advertisements Translation-10

4.1  Literal Translation-10

4.2  Free Translation-11

4.3  Transliteration-14

5 Conclusion-15

References-17