Abstract: As a symbol of economic globalization development, automobile advertisement plays a more and more important role in our daily life. The translation of automobile advertising slogans determines the product sales in principle market. In terms of Skopos Theory, the translation is a purposeful activity. The translator should pay attention to the intention and exchange of the translation. Automobile advertising slogan is an infection text, the translator should be established in the meaning of the source text and grasp the feature of the target advertising text. This study analyses translated automobile advertising slogans in the light of Skopos Theory. It comes to a conclusion that the translation should be guided not only by culture, but also by language features. This is beneficial to increase the publicity of automobile brand and access domestic vehicle to international markets, which can truly reflect the power of automobile advertising language.

Key Words: automobile advertisement; advertising slogans; Skopos Theory

CONTENTS

摘要

Abstract

1. Introduction1

2. Advertising Slogan.2

  2.1 Definition of Advertising Slogans

  2.2 Characteristics of Advertising Slogans

  2.3 Functions of Advertising Slogans

3. Skopos Theory..3

  3.1 Overview of Skopos Theory

  3.2Three Rules of Skopos Theory

3.2.1Skopos Rule

3.2.2Intratextual Rule

3.2.3Intertextual Rule

4. Functional Approaches to Automobile Advertising Slogans...5 

  4.1Translation Guided by Culture                   

4.1.1 Consumers’ lifestyle              

4.1.2 Consumers’ Views of Value

4.1.3 Consumers’ Traditional Customs

  4.2Translation Guided by Language Features

4.2.1 Vocabulary Features

4.2.2 Syntactic Features

4.2.3 Stylistic Features

5. Conclusion...8

Bibliography9

Acknowledgements...10