基于目的论理论对商业广告翻译策略的探讨

Discussion on Commercial Advertising Translation Strategy Based on Skopos Theory

摘要: 在经济全球化的今天，广告正变得与人们的生活越来越相关。无论你在哪里，商业广告都会影响生活的各个方面。高质量的广告可以刺激消费者的购买欲望，增加产品销量。现在，我们都生活在一个地球村，一个好的广告翻译策略可以促进广告产品的传播。本文以翻译目的论为视角，分析了商务广告的语用特点以及广告翻译的特点，并探讨了商务广告的翻译策略。翻译目的论对商务广告的翻译具有指导性作用。

Abstract: In today’s globalised economy, advertising is becoming more and more relevant to people’s lives. Wherever you are, commercial advertisements affect all aspects of life. High-quality advertising can stimulate consumers’ desire to buy and increase product sales. Now that we all live in a global village, a good advertising translation strategy can promote the spread of advertised products. From the perspective of the Skopos theory, this paper analyzes the pragmatic characteristics of commercial advertisements and the characteristics of advertising translation, and discusses the translation strategy of commercial advertisements. The Skopos theory has a guiding effect on the translation of commercial advertisements.