Abstract and Key Words

Abstract: Advertisements and their translation, acting as an instrument to publicize information                   widely, have been significant factors in helping an enterprise or a commodity achieve success. Directing against the deficiencies of traditional advertisement translation, this thesis is written from a new angle which is based on the core theory of functional translation theory — Skopos Theorie. By analyzing the reader’s psychology and the definition, purposes and the features of advertisement translation, and then comparing the effects of traditional advertisement translation with advertisement translation from the perspective of Skopos Theorie, it proves that the “rewriting” strategy, to live up to the expectation of advertising, should be taken.

Key words: advertisement translation; Skopos Theorie; rewriting strategy

摘要：承担着“广而告之”任务的广告以及广告翻译对企业走向国际市场日益重要。针对传统广告翻译上的一些不足，本文尝试用新的角度，即以功能翻译的核心理论（目的论）为理论基础，通过对广告翻译的实质，目的，特点，读者心理分析，以及传统广告翻译与采用目的论指导下的改写技术翻译的对比，说明为达到广告的预期效果，其翻译应采用目的论指导下的改写技术。 

关键词：广告翻译；目的论；改写策略

1. Introduction
Advertisement, as a practical literary style, has high commercial value and the responsibility to publicize information widely.
The main function of advertisement is to deliver products, concepts, ideas and information to as many receivers as possible, to attract as much attention as possible, and to inspire the consumers’ needs and wants so that they can purchase the products or accept the concept and ideas.
With the development of world economy and frequent contracts between different cultures, advertisement translation has been an essential part to promote companies and their products to customers from different countries.
However there are many deficiencies in traditional advertisement translation. The fidelity rule and the equivalent principle cannot account for the phenomena of adjustment and rewriting which is required in advertisement translation. Therefore, we should take the strategy of “rewriting” from the perspective of Skopos Theorie so that we can get the expected effects.