In 1990s Christiane Nord published her book Translating as a Purposeful Activity, which included all academic thoughts of functional school. She further developed Skopos theory by pointing out that the relation that the target text held with the source text was determined by the expected function of the target text. [3]
1. 2 Contents of Skopos Theory
The word term “Skopos” comes from the Greek word, which means "purpose, motivation, function." There are three explanations for the word “skopos”: The purpose of the translator (such as earning money); the communicative purpose of the version (such as enlightening readers); use of a particular translation means to achieve the purpose (such as to illustrate a language grammatical structure in the use of its unique structure and literal approach). Usually, the "skopos" refers to the second: purpose of communication. Skopos theory contains three important rules: skopos rule, coherence rule and fidelity rule, among which skopos rule is most important. According to Skopos theory, translation is an intentional communicative act, and the translation process is determined by the purpose of translation as well as function of the version, namely “The end justifies the means.” Skopos theory dose not put much emphasis on whether the version is equivalent with the source text, but stresses that the expected function should be the first to be considered as for choosing a translation strategy. A translator must be able to adopt a specific method or strategy to translate according to different purposes, that is to say, a translator needs to adjust his translation strategies in accordance with the expected function in the target language as well as the linguistic features and cultural factors in the target language. According to the points claimed, Skopos theory indeed has a realistic significance and provides a positive guidance for such functional texts as advertisement.

2 Advertisement Translation
Advertisement belongs to vocative text. Its function of attracting and maintaining consumers ensures that advertisement translation should be guided by Skopos theory. Then to get a successful translation, one ought to know features of advertisement and functions of advertisement translation.
2. 1 Definition and Features of Advertisement
Defined by American Marketing Association, Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products，services or ideas by identified sponsors through the various media. Advertising is a commercial activity, whose function is to attract consumers’ attention and ultimately arouse purchasing. As a result, advertising language, with a persuasive power, is always novel, influential and fascinating. In addition, advertising text follows KISS principle, “keep it short and sweet. On one hand, advertisement is supposed to be succinct to save invest for company; On the other, it is easier for consumers to accept.
2. 2 Features and Function of Advertisement Translation
Features of advertisement presuppose the particularity of advertisement translation. In order to make a successful translation, one needs to know the essence and the function of advertisement translation.
British translation theorist Newmark combined linguistic function with translation in his translation theory. He divided linguistic function into six categories: the expressive function, the informative function, the vocative function, the phatic function, the aesthetic function and metalingual function. The definition to advertisement suggests that the principal function of the advertisement language is the informative function and vocative function. Advertisement translation is not simply a transmission from one language to another, instead it needs to get rid of linguistic and cultural barriers and send information about products in a clear and understandable way in the country with the target language. To arouse consumer’s interest and purchasing is where the essence of advertisement translation lies. As to advertisement translation, Jia Wenbo points out, “What advertisement translation refers to is not only a matter of equivalence in meaning, moreover, it is a recreation to stress the function of advertisement. What this translation emphasizes is not whether the version can reappear the meaning of the source text, rather whether the advertisement language is persuasive and whether it will reinforce the function of the advertisement. It is the practical effect the advertisement makes that counts.” [4] According to Zhao Yuzhen, “It is the publicizing effect made by translation on the products that judges an advertisement. In order to promote goods, translation should be conducted at a level of reconstruction and recreation with the target language, leaving the source language aside. Thus the advantages of the target language can be brought into play. In all, there is only one aim, which is to serve the sales of products. One should never stick to a certain form, but transfer the prime to fulfill the function of the advertisement.”[5] Therefore, the advertisement translation should allow intentional change and transform of the source language, because of the divergence on language as well as culture, with the aim to fulfill the expected function of the advertisement. On this point, Skopos Theory breaks the limit set by the criterion of traditional translation and provides the advertisement translation with a best guidance.转贴于酷文网-论文下载中心 http://www.coolwen.net

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