AdvertisementTranslationfromthePerspectiveoftheSkoposTheoryAbstract:Asoneofthemajormeansofsalespromotion,advertisinghaspenetratedintoeverycornerofsociety.Therefore,advertisingtranslationhasbecomemoreandmoreimportant.However,thetraditionalprinciplesoftranslationcannotcompletelyadapttothepurposeofadvertisingtranslation.Thepaperexplorestheprinciplesandstrategiesofadvertisingtranslationfromtheperspectiveoftheskopostheoryinthefunctiontheory,makingadvertisingtranslationachievethedesiredcommercialpurpose.Keywords:TheSkoposTheory;AdvertisingTranslation;TranslationStrategies目的论视角下的广告翻译摘要：广告作为商家促销的重要手段之一已遍布社会各个角落。因此，广告翻译的重要性也显现出来了。然而传统的翻译原则已不能完全适应广告翻译的目的。本文以功能理论的翻译目的论为指导，探讨广告翻译的原则及策略，使广告翻译达到预期的商业目的。关键词：目的论；广告翻译；翻译策略IntroductionWiththedevelopmentofinternationaleconomyintegration,internationaltradesarebecomingfrequent.MoreandmoreforeignproductsappearinChinesemarket,andviceversa.Therefore,whatenterprisesshoulddotopromotetheirproductsandoccupytheirownpositionsinforeigncountries?Advertisingisabestwaytosolvethisproblem.However,conceptsandideasinadvertisingareoftenembeddedinthecultureinwhichtheyoriginate.Thetraditionaltranslationrequiresthatthetranslatedtextmustbeequalandfaithfultothesourcetext,whichisunabletoadapttotheadvertisingtranslationrightnow.Thereforeadvertisingtranslationshouldbeguidedbyanewpropertranslationtheorywhichcouldfulfillthepurposeofadvertising.Skopostheory,whichemphasizesthefunctionoftargettext,maintainsthattranslationisapurposefulinterculturalactivityandthattranslationfollowstheskoposrule,thecoherenceruleandthefidelityrule.Basedonthistheory,advertisingtranslationcanbemoreeffectiveinsalespromotion.2.TheSkoposTheoryandAdvertisingTheGreekword“skopos”,whichwasintroducedintotranslationtheorybyVermeerinthe1970s,isatechniquetermforthegoalorpurposeofatranslation.Theskopostheoryholdsthat“thewaythetargettexteventuallyshapesupisdeterminedtoagreatextentbythefunction,or‘skopos’,intendedforitinthetargetcontext”(Hatim2005:74).Theskopostheoryconsistsofskoposrule