As the most important marketing strategy, the advertising has penetrated into all aspects of our daily life。 The ultimate goal of advertising is to achieve social and economic efficiency, therefore, the key point of guiding the translation of advertising should focus on the social benefits and the acceptance and reaction of the audience, and the final purpose of the translation of advertising by any means shall be aimed at this。 The style of advertisement and its special function determine the special features of advertisement translation。 The traditional translation standard "faithfulness" and "equivalence" obviously can't adapt to the flexibility of translating commercial advertisement, and cannot explain the phenomenon of necessary adjustment, delete or increase, overwrite in advertising translation。 Skopos theory regarded translation as a purposeful communicative activity, making the intended purpose of the translation in the prime position, which provides advertisement translators with a theoretical basis to flexibly use the translation methods and choose translation strategies。 It is of great significance to guide the practice of advertising translation。

The structure of this paper is as follows:文献综述

The first part is a brief introduction about the significance and structure of the paper。 The second part is the introduction of the skopos theory, including its formation and development。 The third part introduces the characteristics of commercial advertising。 The fourth part mainly demonstrates the translation techniques of commercial advertising under the view of skopos theory。 The fifth part is the conclusion part。

II。 The Introduction of Skopos Theory

    Hans Vermeer, a German functional translation theorist, puts forward the skopos theory in 1984。 He analyzes translation on the basis of skopos theory and proposes that translation is a kind of behavior。 In addition, he also thinks that an excellent advertisement mostly depends on if it has gotten its expected purpose or not。 Translators can flexibly use any translation techniques to achieve the intended purpose, because English advertising and English advertising translation also have a accurate aim。 Skopos theory provides a guidance for advertising translation。 

2。1 Development of Skopos Theory

    In 1970s, the theory of functional translation originated in Germany。 Its development includes the following stages。

The first stage is that Katherina Reiss, for the first time, introduces functional areas to translation criticism。 She combines the language functions, text types and translation strategies。 She develops translation criticism mode based on the relationship between source text and target text and puts forward the prototype of functional theory。 Reiss proposes that the ideal translation should be comprehensive communicative translation, namely the content, language forms and communicative functions are equivalent to the original forms, but in practice we should give priority to functional characteristics of the translation。来-自~优+尔=论.文,网www.chuibin.com +QQ752018766-

The second stage: Hans Vermeer puts forward skopos theory, which helps the translation study get rid of the shackles of prototype theory。 The theory holds that translation is a purposeful action based on the original text。 This action must be completed through negotiation。 Translation must follow a set of rules and purpose is the priority。 That is to say, the target texts depend on the purpose of translation。 In addition, the translation must follow the “coherence rule” and the “fidelity rule”。 The former refers to the internal coherence of the target text, which is understandable to the target text receiver, and the latter refers to the coherence between the source text and the target text。 After the three principles are put forward, the criterion of judging translation is no longer “equivalence”, but the adequacy of the version to achieve the expected goal。 Vermeer also puts forward that it should be decided by the translator whether, when and how to complete the task of translation。 That is to say, the translator should adopt the corresponding translation strategies according to different translation purposes, and has the right to decide which contents of the original text can be retained and which need to be adjusted or modified according to the purpose of the translation。