从“目的论”角度看广告翻译的顺应

Nowadays commercial advertisements are prevailing and perplexing us nearly every day; so are their translations. This therefore entails a thorough study of the translations of advertisements. This paper sets out to explore the functions of advertisements within the framework of Skopos Theory. And it then analyzes problems with the translation of commercial advertisements based on the Adaptation Theory (Verschueren 1999). It points out that adaptation to the consumers' psychological needs should be taken to be a general principle guiding advertisements translation.