摘要
  
随着世界经济文化的发展，广告及广告翻译在国际市场上的地位越来越重要。广告能够促使企业提高利润，操纵社会价值，甚至改变人们的生活方式。而广告翻译是一种目的性非常强的跨文化交际行为。依据目的论的相关原理，决定翻译过程的最主要因素是整体翻译行为的目的。在目的论的理论框架中决定翻译目的的最重要因素之一便是受众——译者心目中的接受者。因此，在跨文化的广告交流中，译者要寻找目的论和广告翻译的有效切入点。本课题以目的论为理论依据，通过广告翻译实例分析，提出相应的翻译策略，为应用翻译提供实践参考。

关键字：目的论，广告， 广告翻译， 翻译策略

Abstract
  
With the development of economy and culture in the world, advertising and advertisement translation become more and more important in the international market. Advertisement can stimulate profits of the business and control social value, even change people’s lifestyle. However, advertising translation is a cross-cultural communication behavior which has strong purposes. According to the core concept of Skopos theory, the most important factor of determining the translation process is the purpose of the whole translation behavior. In the theoretical framework of Skopos theory, one of the most important factors that determines the purpose of translation is the audience. Therefore, translators ought to find an effective point of technology and advertisement translation in inter-cultural advertising communication. This paper, based on the theoretical framework of Skopos theory, through analyzing the examples of advertisement translation, proposes some translating strategies, which aims to provide theoretical and practical references for advertisement translation.

Keywords  Skopos theory, advertisement, advertisement translation, strategies

1.  Introduction
As the economy and society developing fast, our country expands the trade with foreign countries around the world. In China, there are a lot of foreign products accessing to the market. Under this circumstance, Chinese goods have also begun to be involved in the competition of the international market at the same time. Facing the intense competition of the international market, manufacturers encounter with a problem that how to introduce the products better to the consumers. In view of such a problem, there are lots of marketing strategies. One of the most influential strategies is a media of advertising. A good advertisement can increase the consumers’ desire to purchase and promote the sales channels.