Abstract: With the development of economy, advertisement plays an important role in our daily life. Advertising text translation, as a promoting tool to attract the foreign consumers, has become more and more significant in international commercial activities. This article will explore food advertising translation from the perspective of Skopos theory. First, this article will begin with expounding the theory of Skopos Theory. Then fundamental concepts of advertising will be presented.Moreover, this article will attempt to explore more practical and effective methods of advertising translation through analyzing examples of specific food advertising translation. At the same time, the paper will discuss a series of factors that can affect food advertising translation and how to achieve the three principles of the advertising translation: faithfulness, attractiveness and acceptability under the guidance of Skopos Theory.

Key words: Skopos theory; food advertisement translation; translation strategies; three principles 

CONTENTS

Abstract

中文摘要

1. Introduction.1

1.1 Background of the Study

1.2 Realistic Significance of the Study

2. Literature Review .2

2.1 Development of Advertisement Translation

  2.2 Constitution of Skopos Theory

  2.2.1 Skopos Rule

  2.2.2 Coherence Rule

  2.2.3 Fidelity Rule

3. Application of Skopos Theory to Food Advertisement Translation.4

  3.1 Influencing Factors of Food Advertisement Translation

    3.1.1 Role of Target Audiences

3.1.2 Legal Policy and Regulations 

3.1.3 Cultural Diversity

  3.2 Skopos Rule and Food Advertisement Translation

    3.2.1 Transliteration

    3.2.2 Adaptation

  3.3 Coherence Rule and Food Advertisement Translation

    3.3.1 Amplification

    3.3.2 Omission

  3.4 Fidelity Rule and Food Advertisement Translation

    3.4.1 Literal Translation

3.4.2 Free Translation

4.Conclusion13

Bibliography15 

Acknowledgements.16