On Translation of Advertising Slogans from the Perspective of Skopos Theory

摘要

As a kind of practical writing,advertising slogans aim to build brand preference and loyalty and arouse customers’ desire for the products.Different from the traditional ways of translation,slogan translation centers on its business goals instead of the equivalence in the form and content.This paper,taking the perspective of Skopos theory,probes into the translation strategies of commercial advertising through the analyses on some typical examples from home and abroad.