Abstract

Advertisement has become an indispensable part in people's life. It plays an important role in the development of human life. The competition for advertisement is fierce. Companies have a lot of marketing strategies to win the advantageous position in marketing, and advertisement is one of the most important ways. Good advertisement can create a good brand image among the target consumer, and ultimately it drives them to buy goods. Therefore, the discussion of the advertisement Translation of enterprise is an important and realistic question. The translation of cultural perspectives is oriented towards translation and focuses on the practicality of translation. The translation of cultural perspectives suggests that translation is a cross-cultural human activity with a clear purpose. There are three rules in Skopos Theory that are Fidelity Rule, Coherent Rule and Skopos Rule，among which Skopos Rule is the principal one. This paper aims to analyze the guiding significance of Skopos Theory in E-C translation and put forward the influence of culture in translation. This paper also discusses the influence of cultural value, historical background, social customs and aesthetic psychology on the advertisement translation. It emphasizes that we should pay more attention to the cultural connotation of the original text and give full consideration to the purpose of advertisement on advertisement Translation. From the angle of culture, advertisement Translation can make for the understanding and communication of cultural information in products. So, it can obtain the most adequate publicity and promotion, product value attraction and finally achieve the expected purpose of advertisement translation.

Key Words: Advertisement; Translation; Skopos Theory; Cultural factors

Contents

Abstract

摘要

1  Introduction-…1

1.1 Research Background-1

1.2 Research Significance-1

1.3 Research Purposes-2 

2  Advertisement Translation under the Guidance of Skopos Theory-4

2.1 Target Language Style-4

2.2 Reader’s Acceptance and Feelings-5

2.3 Target Language Culture-6

3  Importance of Cultural Factors in Advertisement Translation-8

4  Cutural Factors in Advertisement Translation9

4.1 Cultural Values-.10

4.2 Historical Background-11

4.3 Social Customs-12

4.4 Aesthetics and Consumption Psychology-13

5  Conclusion-15

Bibliography-16

Acknowledgements-17