A Study on Advertising Translation from the Perspective of the Skopos Theory—A Case Study of Apple Inc.

Abstract

International trade between nations is expanding as a result of the development of economic globalization. Advertising is a type of appealing text that plays an important role in promoting products, attracting consumers, and establishing brand image. Among a large number of transnational corporations, the English-to-Chinese translation of the advertising text of Apple Inc. has distinctive characteristics, and the “Apple-style Chinese” has played a unique role in boosting its product sales and brand image. From the perspective of German Skopos Theory, this thesis first summarizes the evaluation criteria of advertising translation, then conducts a specific analysis of Apple’s advertising translation, and finally proposes some strategies for advertising translation in order to provide a variety of experiences for more multinational corporations.