Advertising translation from Skopos theory

With the development of market economy, advertising has become an indispensable marketing tool as a way to convey information to the public. As a kind of "inducement" text, the purpose of translation of advertisement is more explicit. The traditional translation methods of "Faithfulness", "Expressiveness" and "elegance" alone can no longer serve the advertising text well. The "Skopos theory" proposed by German scholar Vermeer believes that the purpose of translation determines the translation method, which is a better guidance for the translation of the text type of advertisement. This article will analyze and study the translation of Chinese-English advertisements from the perspective of translation Skopos theory.