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企业对外宣传广告口号的目的是争取消费者,因此,广告口号翻译应从译文受众的角度出发,确保深层功能相似,以实现广告口号翻译的预期目的。德国功能翻译理论的“目的论”对广告口号的英译具有理论指导作用和实践价值。
Therefore, advertising slogans should be translated from the audience perspective, to ensure that the deep functions are similar in order to achieve the intended purpose of advertising slogans. The “Skopos Theory” of German Functional Translation Theory has Theoretical Guidance and Practical Value for English Translation of Advertising Slogans.