目的论是功能翻译的核心理论,它认为翻译遵循的首要法则就是目的;广告作为一种重要的实用功能文体,具有其独特的文体特征和文本功能,有着非常强的目的性。两者的结合必然使得二者相得益彰。本文基于德国的功能目的论,分析了广告的文本功能,并结合实例从词汇、句法、修辞和文化层面探讨了英汉广告语篇的翻译策略。 Skopos theory is the core theory of functional translation, which holds that translation is the primary principle followed by translation. Advertising, as an important functional style, has its unique stylistic features and textual functions and has a very strong purpose. The combination of the two must make the two complement each other. Based on the German Skopos Theory, this article analyzes the text functions of advertisements, and discusses the strategies of translation of English and Chinese advertising texts from the aspects of vocabulary, syntax, rhetoric and culture.