CAJ | 학술논문

费米尔所提出的目的论不但是德国功能学派的主体理论，也为西方翻译理论的发展作出了杰出贡献。诺德在认同费米尔的目的原则基础之上，提出了连贯和忠实法则。本文以目的论为指导，从目的论的三法则：目的、连贯、忠实来具体分析广告翻译中的一些实例，指出要实现广告翻译的预期目的，译者就要了解消费者的消费心理，了解目的语的文化语境，运用修辞手法来增加广告效果。
비미이소제출적목적론불단시덕국공능학파적주체이론，야위서방번역이론적발전작출료걸출공헌。낙덕재인동비미이적목적원칙기출지상，제출료련관화충실법칙。본문이목적론위지도，종목적론적삼법칙：목적、련관、충실래구체분석엄고번역중적일사실례，지출요실현엄고번역적예기목적，역자취요료해소비자적소비심리，료해목적어적문화어경，운용수사수법래증가엄고효과。
H.J.Vermeer puts forward skopos theory which is not only German function school's main theory, but also has made an outstanding contribution to the development of Western translation theory. On the basis of skopos rule, Nord proposes coherence rule and fidelity rule. On the guidance of skopos theory, this paper is to analyze some cases of advertising translation with three rules of skopos, coherence, and fidelity. It points to achieve the intended function of advertising translation, the translator should understand the consumer psychology, understand the target language cultural context, and use rhetorical devices to increase advertising effectiveness.