从目的论看商业广告翻译与策略  

Business Advertising Translation and Strategies from the Perspective of Skopos Theory

作　　者：徐婷婷 Xu Tingting(Beijing Language and Culture University,Beijing 100000)

机构地区：[1]北京语言大学,北京100000

出　　处：《中阿科技论坛（中英文）》2021年第8期208-210,共3页China-Arab States Science and Technology Forum

摘　　要：随着进出口贸易的蓬勃发展,各国商品之间的竞争日趋激烈。以前厂商只需要考虑如何吸引国内客户,现在他们面临的问题是如何吸引国内外客户的注意力。因此,制造商在为他们的产品做广告之前,需要他们考虑更多的因素,比如文化和宗教差异。本文结合商业广告的要求和特点,从目的论的角度来看待商业广告的翻译和策略,并将这两方面联系起来。With the boom of the exporting and importing trades,the competition between the commodities from different countries is becoming increasingly intense.Before manufacturers only need to consider how to attract domestic customers but now they face the problem of drawing the attention of the customers both at home and abroad.Therefore,before the manufacturers advertise for their products,more factors need to be taken into consideration such as culture and religion differences.This thesis combined the requirements and features of the business advertisement,views the business advertisement translation and strategies from the perspective of the Skopos theory and connects these two aspects.

关 键 词：目的论 商业广告 翻译 策略 

分 类 号：G522.3[文化科学—教育学]