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A Study on Advertising Translation from the Perspective of the Skopos Theory—A Case Study of Apple Inc

Author

Listed:
  • Yu Wang

    (College of Humanities and Social Science, Xi’an Polytechnic University, Xi’an 710048, China)

  • Weihua Hu

    (College of Humanities and Social Science, Xi’an Polytechnic University, Xi’an 710048, China)

Abstract

International trade between nations is expanding as a result of the development of economic globalization. Advertising is a type of appealing text that plays an important role in promoting products, attracting consumers, and establishing brand image. Among a large number of transnational corporations, the English-to-Chinese translation of the advertising text of Apple Inc. has distinctive characteristics, and the “Apple-style Chinese” has played a unique role in boosting its product sales and brand image. From the perspective of German Skopos Theory, this thesis first summarizes the evaluation criteria of advertising translation, then conducts a specific analysis of Apple’s advertising translation, and finally proposes some strategies for advertising translation in order to provide a variety of experiences for more multinational corporations.

Suggested Citation

  • Yu Wang & Weihua Hu, 2023. "A Study on Advertising Translation from the Perspective of the Skopos Theory—A Case Study of Apple Inc," Journal of Research in Social Science and Humanities, Pioneer Academic Publishing Limited, vol. 2(8), pages 51-60, August.
    • Handle: RePEc:cvg:jrsshu:v:2:y:2023:i:8:p:51-60
    DOI: 10.56397/JRSSH.2023.08.07
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