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Abstract With the extension of globalization, more and more exchanges take place among countries. Meanwhile an increasing number of foreign products flow into Chinese market. As one of the major approaches for a product to promote itself, advertisement and especially English advertisement translation has played a crucial role in popularizing foreign products in Chinese market.
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Because of the differences of culture backgrounds, translation habits and aesthetic value between mainland, Hong Kong and Taiwan, Chinese translation of foreign business advertisements of each place has its own characteristics, which is useful in further study on the business advertisement translation in the three places. On the basis of Skopos theory, this thesis will take the English advertisement of iPhone, and its different Chinese versions in Main land, Hong Kong and Taiwan as samples to analyze the differences of Chinese translation in the three regions. In accordance with the concluded differences and problems, aiming at the characteristics and trend of advertisement translation, this thesis will put forward translation principle and suggestions in the process of advertising translation . At the same time, it will explore how the Mainland, Hong Kong and Taiwan to seek common ground while shelving difference and comply with their own target market according to their different social and cultural environment.41061
Key Words: Skopos theory English advertising translation difference Hong Kong and Taiwan
摘要随着经济全球化的不断加深，各国之间的交流日益频繁，越来越多的西方产品也逐渐受到中国用户的青睐。广告作为宣传产品行之有效的手段之一，尤其是英文广告的汉译译文，对西方产品在中国市场的推广起着至关重要的作用。
中国内地、香港与台湾三地由于文化背景、翻译习惯以及审美价值的区别,对商业广告的汉译也呈现出不同的特色。对两岸三地商业广告翻译区别以及特色的探讨,有助于两岸三地广告翻译经验更进一步的交流。本研究以目的论为理论基础，以苹果公司的最新的英文广告及其中国大陆、香港、台湾三地的译本为语料，通过该课题的研究，了解两岸三地广告翻译之间的差异。根据对比所得出的差异与问题，针对广告翻译的特点及发展趋势，提出在广告翻译中应当遵循的翻译原则与建议，同时探讨两岸三地如何根据自身不同社会与文化环境下，求同存异，顺应各自的目标市场。
毕业论文关键词：目的论 英文广告汉译 差异 港台
Contents
Abstract i
摘要 ii
Contents iii
Chapter One Introduction 1
1.1 Literature Review 2
1.2 Thesis Structure 5
Chapter Two Comparing the iphone Advertising Translation in Mainland, Hong Kong and Taiwan 6
2.1 Linguistic Level 7
2.1.1 Character Application 7
2.1.2 Lexical Difference 9
2.1.3 Syntactic Difference 11
2.2 Non-linguistic Level 13
2.2.1 Target Customers’ Cultural Background 14
2.2.2 Target Customers’ Psychological Needs 15
2.2.3 Target Customers’ Communication Strategy 17
Chapter Three Conclusion 20
3.1 Major Findings of the Research 20
3.2 Limitations of the Current Research 21
References 22
Comparing the E-C Translation of Business Ads between Mainland, Hong Kong and Taiwan from the Perspective of Skopos Theory
——Take the Apple Ads as Examples