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近年来,全球化进程的加速带动了各行业的快速发展,广告也不例外。无论从公司的角度还是国家的角度,广告的好坏都将决定着前者是否能够取得预期的经济效益。本文从英汉广告翻译的现状及存在的问题出发,简要分析其存在的根本原因,并以目的论为理论指导,试提出一些促进英汉广告翻译的建议。
In recent years, the acceleration of globalization has led to the rapid development of various industries, and advertising is no exception. Whether the company’s point of view or the country’s point of view, the quality of the advertisement will determine whether the former can achieve the expected economic benefits. Based on the present situation and existing problems of English and Chinese advertisement translation, this article briefly analyzes the root causes of its existence and uses Skopos Theory as the theoretical guidance to try to come up with some suggestions to promote advertisement translation in English and Chinese.