摘要：苹果公司的商业广告充斥中国内地和香港台湾地区，由于地区差异性特征，同一则英文广告在三地的译文具有显著的不同。本文从翻译目的论的视角，以苹果公司的商业广告为语料，对三地的广告译文加以对比分析，探究其在翻译策略以及语言风格的异同。

通过对比分析，本文发现，翻译策略和语言风格的选择皆取决于译者对于广告宣传目的的判断。从目的论的视角看，要使广告翻译达到预期的宣传目的，就要从受众角度出发，充分了解受众的消费要求，并根据不同地区的文化特点对翻译策略和语言风格进行调整，使翻译后的广告语更能贴近受众的生活，引起共鸣，从而刺激大众的消费心理，提升产品的竞争力。

关键词：目的论；广告翻译策略；地区广告翻译；苹果广告

Contents

摘要

Abstract

Chapter One Introduction-1

1.1 Research Background-1

1.2 Research Significance and Objectives-2

1.3 Research Data and Methodology-2

1.4 Structure of the Thesis-3

Chapter Two Literature Review-4

2.1 Foreign Studies on Advertising Translation-4

2.2 Domestic Studies on Advertising Translation-4

2.3 The Content of the Skopos Theory-5

2.3.1 The Background of Skopos Theory-5

2.3.2 The Development of Skopos Theory-6

2.4 Studies on Advertising Translation from the Perspective of the Skopos Theory-7

2.5 Summary and Review-8

Chapter Three Theoretical Framework-10

3.1 Rules of Skopos Theory-10

3.1.1 Skopos Rule-10

3.1.2 Coherence Rule-10

3.1.3 Fidelity Rule-11

3.2 The Analytical Framework of the Research-11

Chapter Four Analysis on Regionally-Diversified Translations of Apple Advertisements from Skopos Theory-13

4.1 Skopos Rule Represented in Translated Advertisements-13

4.1.1 Use of Character Forms-13

4.1.2 Use of Terms-14

4.1.3 Use of Buzzwords-14

4.2 Coherence Rule Represented in Translated Advertisements-15

4.2.1 Amplification-16

4.2.2 Revision-16

4.2.3 Different Standardization of Language Expressions-17

4.3 Fidelity Rule Represented in Translated Advertisements-18

4.3.1 Zero-Translation-18

4.3.2 Free Translation-19

4.3.3 Domestication-20

4.4 Summary-21

Chapter Five Conclusion-23

5.1 Major Findings-23

5.2 Limitations-24

5.3 Further Discussion-24

References-25

Appendix-27

Acknowledgements-