Abstract：Along with the rapid development of social economy and the deepening of reform and opening, a large number of foreign goods have flown into the domestic market while at the same time Chinese products into the international market in large numbers. To survive in the fierce global market, the advertisers have to make a lot of promotions for their products in foreign markets. In this situation, advertisement translation is increasingly showing its importance. 

　　　Advertising translation is different from translation in traditional sense. Skopos Theory is more suitable to guide advertising translation. Skopos Theory means that whether the purpose of the source text is achieved is the key to a successful translation. According to the coherence rule of Skopos Theory, the target text should be acceptable to the intended consumers. The fidelity rule of Skopos Theory requires the target text must be related to the source text.

　　　This paper aims to provide some valuable and practical suggestions for the translators under the guidance of the Skopos Theory. It is suggested that the target language culture, the consumers’ feeling, and the style of target language should be taken into consideration.

Key words: Skopos Theory; advertising translation; application

摘要：随着我国社会经济的迅速发展，改革开放的进一步深化，广告在促进产品销售和繁荣市场经济中的作用中扮演了一个关键的角色，而广告翻译的地位也随之显得越来越重要。

　　　广告翻译是不同于传统意义上的翻译。目的论是比较适合指导广告翻译。目的论就是源文本的目的是否实现决定了这是否是一个成功的翻译。根据目的论的连贯性原则，目标文本应该为消费者所接受；目的论的忠实性原则要求目标文本必须与源文本保持一致性。

　　　本篇论文以德国功能翻译理论为指导，以广告文本的预期目的为出发点，对广告翻译进行实证研究，认为进行广告翻译时应考虑到了译语文化，消费者的感受和译文文本的语言风格。

关键词：目的论，广告翻译，应用