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| On C-E Advertising Translation from the Perspective of Skopos Theory Abstract With the rapid development of China's reform and opening up and the prosperity ofthe global economy, more and more Chinese companies have begun to expand overseas. Advertising has become an important source of confidence information in modern life and an indispensable part of people's lives. The ultimate goal of commercial advertising is to widely promote products and ultimately increase sales. Therefore, when advertising translation can achieve this goal, advertising is undoubtedly successful. Compared with traditional theories,how does Skopos theory play a more effective role in C-E advertising translation? The "skopos approach" in the translation process will give full play to the advantages of the target language, consider the value orientation of consumers,the advertising standards of the target language,customs and aesthetic standards, adopt communicative translation methods, and process and communicate the information text application. Appropriate processing and conversion to achieve the required translation purpose.In modern society, the status of C-E advertising in the global market has beengreatly improved, but there are still serious inequalities in text translation. It is the responsibility of the translator to use teleology to solve this problem.This article will use skopos theory as a theoretical guide to study the translation of C-E advertisements and find effective translation methods through specific translation examples. 随着中国改革开放的飞速发展以及全球经济的繁荣，越来越多的中国公司开始向海外扩张。广告已成为现代生活中信心信息的重要来源，也是人们生活中不可或缺的一部分。商业广告的最终目标是广泛推广产品并最终增加销售。因此，当广告翻译可以实现这一目标时，广告无疑是成功的。本文与传统理论相比，目的论如何在C-E广告翻译中发挥更有效的作用？翻译过程中的“目的法”将充分发挥目标语言的优势，考虑消费者的价值取向，目标语言的广告标准，习俗和审美标准，采用交际翻译方法，并对其进行处理和传达的信息文字应适当处理和转换以达到所需的翻译目的。在现代社会中，C-E广告在全球市场上的地位已经大大提高，但是文本翻译仍然存在严重的不平等现象。译者有责任用目的论来解决这个问题。本文将以目的论为理论指导，对C-E广告的翻译进行研究，并通过具体的翻译实例寻找有效的翻译方法。 |
