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Academic Journal of Humanities & Social Sciences, 2023, 6(6); doi: 10.25236/AJHSS.2023.060620.

Advertising translation from Skopos theory


Zhimeng Zhu

Corresponding Author:
Zhimeng Zhu

Zhimeng Zhu Shandong University of Science and Technology, Qingdao, China


With the development of market economy, advertising has become an indispensable marketing tool as a way to convey information to the public. As a kind of "inducement" text, the purpose of translation of advertisement is more explicit. The traditional translation methods of "Faithfulness", "Expressiveness" and "elegance" alone can no longer serve the advertising text well. The "Skopos theory" proposed by German scholar Vermeer believes that the purpose of translation determines the translation method, which is a better guidance for the translation of the text type of advertisement. This article will analyze and study the translation of Chinese-English advertisements from the perspective of translation Skopos theory.


Skopos theory, Translation of advertisement

Cite This Paper

Zhimeng Zhu. Advertising translation from Skopos theory. Academic Journal of Humanities & Social Sciences (2023) Vol. 6, Issue 6: 109-113. https://doi.org/10.25236/AJHSS.2023.060620.


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