Business English Translation Strategies in the Perspective of Skopos: In the Case of Advertisement Translation

Abstract

Skopos theory for a long time remains the core of Functional School of translation. The major principle of Skopos theory is that translation should be processed from the perspective of the intended audiences. Its major theory structure makes it as the guiding principle of business English translation which requires communicative and social textual equivalence. Based on the analysis of Skopos theory and business English translation features, this paper focuses on developing business English translation strategies, particularly in the case of advertisement translation. It aims to play a positive role in promoting the research and practice of business English translation.