目的论在广告翻译中的应用(英文)

Conclusion
Advertisement, as a commercial action, aims to attract target consumer’s attention through its extraordinary expressions, and arouse the consumer’s interest and demand, furthermore to cause purchase. The features and functions of advertisement determine the particularity of advertisement translation. This further assures that Skopos theory should be applied in guiding the translation of advertisement. In the process of advertisement translation, the translator is supposed to follow Skopos rule, have a general understanding of features and functions of advertisement text, and draw close attention to communicative intention of advertisement translation. As an important propaganda means facing the mass, advertisement is in itself a kind of social terminology and social culture, and a cross-cultural process of recreation. So the translator should conduct the advertisement translation under the principle of orientation, display the superiority of target language into full play, consider linguistic features of target advertisement, cultural background, mode of thinking, national psychology as well as aesthetic orientation of target consumer, and adopt such adaptive translating strategies as rhymed rhetoric ,idiomatic translation, adaptation, omission, amplification and so on, in order to fulfill the intended informative function and vocative function of advertisements.

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