目的论视角下科技产品广告英译汉策略研究

——以苹果公司为例

摘要

中国全球影响力的提升驱动了科技产业国际化，其广告翻译成为跨文化传播的关键环节。本研究基于目的论，主要以苹果广告为例解析英译汉策略，旨在拓展广告翻译理论边界，并为跨国企业提供本地化策略参考，优化科技产品的文化适配与市场渗透。

研究以目的论为理论框架，深入研究科技产品广告英译汉的翻译策略。重点基于目的论的三大基本原则：目的原则、连贯原则和忠实原则，并结合科技产品广告翻译实践，分析如何在实际翻译中以这些原则为指导灵活采用翻译策略。研究通过直译、意译和文化转换等多种翻译策略，验证了目的论在科技产品广告翻译中的应用效果，可为科技产品广告翻译提供理论指导和实践参考。

研究将理论与实践相结合，探讨了文化背景、受众心理和市场定位对翻译策略的影响。研究结果为翻译人员提供了新的视角和方法，帮助他们在处理复杂广告文本时选择合适的策略并实现最佳翻译效果。此外，研究也可为广告创作者和市场营销专业人士提供些许参考，助力他们更好地理解不同文化背景下的受众需求，从而提升品牌在国际市场上的竞争力。

关键词：科技产品广告翻译 翻译原则 目的论

Skopos 理论视角下科技产品广告的 E-C 翻译策略研究——以 Apple Inc. 为例
Skopos 理论视角下科技产品广告的 E-C 翻译策略研究 —— 以 Apple Inc. 为例

抽象
抽象

中国日益增长的全球影响力推动了科技行业的国际化。 广告翻译成为跨文化交流的关键。本研究基于 Skopos Theory，分析了 Apple 广告的 E-C 翻译策略。它旨在扩展广告翻译理论，为跨国公司提供本地化策略参考，并优化科技产品的 文化契合度和市场渗透率。
中国日益增长的全球影响力推动了科技行业的国际化。 广告翻译成为跨文化交流的关键。本研究基于 Skopos Theory，分析了 Apple 广告的 E-C 翻译策略 。它旨在扩展广告翻译理论，为跨国公司提供本地化策略参考，并优化科技产品的 文化契合度和市场渗透率。

本研究以 Skopos Theory 为理论框架，对英文科技产品广告翻译成中文的翻译策略进行了深入研究。它主要关注 Skopos T疗法的三个基本规则：Skopos 规则、连贯规则和保真度规则。结合科技产品广告的翻译实践，分析在实际翻译中如何灵活采用以这些规则为指导的翻译策略。 该研究通过直译、自由翻译、文化适应等多种翻译策略，验证了 Skopos Theory 在科技产品广告翻译中的有效性，为科技产品广告的翻译提供理论指导和实践参考。
本研究以 Skopos Theory 为理论框架，对英文科技产品广告翻译成中文的翻译策略进行了深入研究 。它主要关注 Skopos T 疗法的三个基本规则 ：Skopos 规则 、连贯规则和保真度规则 。结合科技产品广告的翻译实践，分析在实际翻译中如何灵活采用以这些规则为指导的翻译策略 。 该研究通过直译、自由翻译、文化适应等多种翻译策略 ，验证了 Skopos Theory 在科技产品广告翻译中的有效性 ， 为科技产品广告的翻译提供理论指导和实践参考。

本研究将理论与实践相结合，调查了文化背景、受众心理和市场定位对翻译策略的影响。研究结果为翻译人员提供了新颖的视角和方法，帮助他们在处理复杂的广告文本时选择合适的策略并实现最佳翻译结果。此外，这项研究还可以为广告创作者和营销专业人士提供参考，帮助他们更好地了解不同文化背景的受众需求，从而增强品牌在国际市场上的竞争力。
本研究将理论与实践相结合， 调查了文化背景 、受众心理和市场定位对翻译策略的影响。研究结果为翻译人员提供了新颖的视角和方法，帮助他们在处理复杂的广告文本时选择合适的策略并实现最佳翻译结果。此外， 这项研究还可以为广告创作者和营销专业人士提供参考 ， 帮助他们更好地了解不同文化背景的受众需求，从而提高品牌在国际市场上的竞争力。

关键词： 技术翻译 产品广告 翻译规则 斯科波斯理论
关键词： 技术翻译 产品广告翻译规则 斯科波斯理论
关键词： 技术翻译 产品广告 翻译规则 斯科波斯理论

内容
物质

1 介绍 1
1 介绍 1
1 介绍 1

1.1 研究背景 1
1.1 研究背景 1
1.1 研究背景 1

1.2 研究意义 2
1.2 研究意义 2
1.2 研究意义 2

1.3 研究方法框架 3
1.3 研究方法框架 3
1.3 研究方法框架 3

2 文献综述 5
2 文献 综述 5
2 文献 综述 5

2.1 国内科技产品广告 E-C翻译研究 5
2.1 国内科技产品广告 E-C 翻译研究 5
2.1 国内科技产品广告 E-C 翻译研究 5

2.2 科技产品广告 E-C 翻译的海外研究 5
2.2 科技产品广告 E-C 翻译的海外研究 5
2.2 科技产品广告 E-C 翻译的海外研究 5

3 理论基础：斯科波斯理论 7
3 理论基础：斯科波斯理论 7
3 理论基础：斯科波斯理论 7

3.1 Skopos 理论 7
3.1 Skopos 理论 7 概述 概述
3.1 Skopos 理论 7 概述

3.2 斯科波斯理论的三条规则 7
3.2 斯科波斯理论的三 条规则 7
3.2 斯科波斯理论的三 条规则 7

4 技术产品广告的 E-C t 轮销 10
4 技术产品广告的 E-C t 轮销 10
4 技术产品广告的 E-C t 轮销 10

4.1 科技产品广告的作用 10
4.1 科技产品广告的作用 10
4.1 科技产品广告的作用 10

4.2 科技产品广告的特点 12
4.2 科技产品广告的特点 12
4.2 科技产品广告的特点 12

4.3 技术产品广告的 E-C 翻译挑战 13
4.3 技术产品广告的 E-C 翻译挑战 13
4.3 技术产品广告的 E-C 翻译挑战 13

5 从 Skopos 理论角度看科技产品广告的 E-C 翻译策略：以 Apple Inc. 为例 17
5 从 Skopos 理论角度看科技产品广告的 E-C 翻译策略：以 Apple Inc. 为例 17

5.1 直译 17
5.1 直译 17
5.1 直译 17

5.2 免费翻译 18
5.2 免费翻译 18
5.2 免费翻译 18

5.3 放大 20
5.3 放大 20

5.4 遗漏 22
5.4 遗漏 22

5.5 文化适应 24
5.5 文化适应 24
5.5 文化适应 24

结论 27
结论 27
结论 27

参考资料 28
参考资料 28

鸣谢 31
鸣谢 31

1 引言

在继续分析研究背景之前，必须了解 引言中介绍的背景。

研究背景

随着全球经济一体化的加速和科学技术的飞速飞跃，国际科技产品的流通越来越频繁。Górski 曾经说过：“广告在现代社会似乎无处不在。我们每天都能看到、听到和阅读它，在我们周围的任何地方。^[1] 广告作为企业与消费者之间的信息桥梁，不仅保障了商品信息的全球流通，促进了文化融合，而且突破了语言和文化壁垒，助力品牌国际化、商业全球化的发展。技术产品的快速升级和国际市场的激烈竞争，要求广告翻译不仅要准确传达产品信息，还要建立产品差异化，提升品牌知名度。
随着全球经济一体化的加速和科学技术的飞速飞跃，国际科技产品的流通越来越频繁。Górski 曾经说过：“广告在现代社会似乎无处不在。我们每天都能看到、听到和阅读它，在我们周围的任何地方。^[1] 广告作为企业与消费者之间的信息桥梁，不仅保障了商品信息的全球流通，促进了文化融合，而且突破了语言和文化壁垒，助力品牌国际化和商业全球化的发展。科技产品的快速升级和国际市场的激烈竞争，要求广告翻译不仅要准确传达产品信息，还要建立产品差异化，提升品牌知名度。

技术产品广告因其简短、简洁和有说服力的文字而在国际市场上发挥着重要作用。由于其新兴的科技产业和庞大的消费群体，中国市场已成为国际科技巨头关注的焦点。根据中国海关总署 2024 年的数据，中国高科技产品出口呈现显著增长。例如，集成电路出口额达到15950亿美元，在高新技术产品出口中占相当大的比例，出口额在单一高新技术产品中排名第一，同比增长17.4%，创历史新高，连续14个月保持同比增长。从高新技术产品出口总体情况来看，2024年，高新技术产品出口约88236亿美元，同比增长4.8%^[2].

在全球市场份额方面，中国科技企业也取得了显著的成绩。根据 IDC 数据，到 2024 年，小米在全球智能手机市场排名第三^[3].在工业机器人领域，根据国际机器人联合会发布的报告，2023 年，中国新增工业机器人数量达到 276,300 台，占全球新增安装量的 51%，中国工业机器人总存量接近 180 万台，排名全球第一^[4]。因此，科技产品广告的翻译已成为推广产品和开拓中国市场的主要重点。

尽管科技产品广告翻译的重要性日益增加，但现有研究策略的局限性使得中国消费者难以准确捕捉英文广告中的关键信息。现有的研究大多集中在简单的语言转换上，忽略了受众的需求、文化背景和广告的目的。因此，从斯科波斯理论的角度来看，研究 科技产品广告的翻译策略对提高广告效果，促进科技产品的国际化具有重要意义。

1.2 研究意义

随着中国在全球科技领域的影响力不断增强，科技产品广告 在中国变得越来越重要和有利可图。中国的 GDP 位居世界第二，科技产品在各个领域受到广泛关注，市场蓬勃发展。

在此背景下，外国科技产品品牌纷纷寻求进入中国市场，而本土企业也在积极拓展海外市场。科技产品广告的质量对于品牌在中国市场的成功至关重要。准确的翻译可以促进国际品牌与中国市场之间的有效沟通，提升品牌影响力，促进产品销售。然而，翻译不当可能会曲解企业文化和品牌特色，导致信息传递不准确甚至模棱两可，不仅阻碍国际品牌与中国消费者的沟通，还可能损害品牌声誉。

本文从斯科波斯理论的角度出发，以苹果公司为主，分析了科技产品广告的E-C翻译策略，不仅阐述了斯科波斯理论在广告翻译领域的理论内涵，也为翻译理论体系的完善提供了新的视角。从实用的角度来看，高质量的广告翻译可以激发消费者的购买欲望并增加产品销量，尤其是在中国市场。一个根深蒂固的广告，很容易抓住目标消费群体的购买动机，为商品赢得更大的利益。因此，研究科技产品广告策略的英汉翻译可以帮助企业更有效地在中国市场推广其产品，并增强这些产品的国际竞争力。

1.3 研究方法框架
1.3 研究方法框架
1.3 研究方法框架

在本节中，将深入探讨本研究中采用的方法框架。这包括研究问题的规范、研究方法的选择和案例收集的策略。通过对这些方面的详细阐述，可以为读者提供清晰的研究路径，使他们能够更好地理解研究的逻辑和结构。

1.3.1 研究问题

本研究试图解决的关键问题总结如下：

(1）根据 Skopos 理论，在将科技产品广告翻译成英文时可以采用哪些翻译策略？

(2） 苹果科技产品广告的翻译实践如何体现 Skopos 理论的规则？

1.3.2 研究方法

本研究选择案例分析是因为它能够提供洞察力、适应性和定性分析。这种方法使我们能够深入研究细节，跟上广告市场的变化，并了解语言、文化和市场之间的复杂互动。案例分析还使我们能够从多个角度分析问题，并评估不同翻译策略的实际效果，从而获得与实际应用更相关的结果，因此更容易为行业所接受。总之，案例分析非常适合我们的研究目标，可以帮助我们了解科技产品广告的翻译流程，为实际翻译工作提供有价值的参考。

1.3.3 Case collection
1.3.3 案例收集

In the process of case collection in this study, a systematic method is adopted to collect the advertisements of Apple technology products. Specifically, we first obtained a wealth of promotional materials from the authoritative channel of Apple’s official website, including video advertisements and online banner advertisements. In addition, through social media platforms such as YouTube and Weibo, we also collected Apple’s advertisements and user interactions and discussions in order to more fully understand the performance and impact of advertisements in different cultural and linguistic contexts.
在本研究的案例收集过程中，采用系统的方法收集苹果科技产品的广告。具体来说，我们首先从苹果官网的权威渠道获取了大量的宣传资料，包括视频广告和在线横幅广告。此外，我们还通过 YouTube 和微博等社交媒体平台收集了 Apple 的广告以及用户互动和讨论，以便更全面地了解广告在不同文化和语言背景下的表现和影响。

In order to ensure the comprehensiveness of the research, this study selected advertising examples of various products from Apple Inc., including the well-known iPhone series, which has always attracted users through technological innovation; the MacBook series, which focuses on performance and design; and the Apple Watch series, which has unique functions. Selecting multiple types of product advertisements is to present as comprehensively as possible the marketing strategies and language styles adopted by Apple in the promotion of different products.
为保证研究的全面性，本研究选取 了苹果公司各类产品的广告实例，包括一直以技术创新吸引用户的知名 iPhone 系列;注重性能和设计的 MacBook 系列;以及功能独特的 Apple Watch 系列。选择多种类型的产品广告，是为了尽可能全面地呈现苹果在推广不同产品时所采用的营销策略和语言风格。

Furthermore, in order to further enhance the effectiveness of the research, this study also collected advertisements of non-Apple technology products with similar market positioning and target groups, such as Sony. This comparative study can help to deeply analyze the similarities and differences in translation strategies of technology product advertisements from multiple perspectives, thereby providing a more solid theoretical foundation for the research on Apple’s advertisement translation based on the perspective of Skopos Theory.
此外，为了进一步提高研究的有效性，本研究还收集了具有相似市场定位和目标群体的非苹果科技产品的广告，例如索尼。本篇比较研究有助于从多个角度深入分析科技产品广告翻译策略的异同，从而为基于 SkoposT 理论视角的苹果广告翻译研究提供更坚实的理论基础。

2 Literature review
2 文献 综述

Following our introduction, the literature review will now focus on the current research status in both domestic and international advertising.
在我们的介绍之后，文献综述现在将侧重于国内和国际广告的当前研究状况。

2.1 Domestic research on E-C translation of technology product advertisements
2.1 国内科技产品广告 E-C 翻译研究

Many experts and scholars have paid much attention to advertising translation because it has not achieved the expected effect. Published works and research on advertising translation have contributed to translation in creative, novel and practical ways.
许多专家学者对广告翻译非常重视，因为它没有达到预期的效果。出版的作品和广告翻译的研究以创造性、新颖性和实用的方式为翻译做出了贡献。

Mu Huimin and Yu Jin^[5] discusses the application of Skopos Theory in advertising English translation, analyze the characteristics of advertising English, and put forward the strategy of advertising copy translation, aiming to help enterprises improve their competitiveness in the new market; Li Minhui^[6] studies the English translation of Huawei’s product advertisements, and from the perspective of Skopos Theory, discussed the translation criteria and characteristics of advertisements and the differences between Chinese and English advertising language styles. Liu Xiao^[7] studies the application of Aristotle’s “Three Rhetorical Appeals” theory in advertisement translation through the case of Dior fragrance translation, and reveals the coincidence of rhetorical persuasion theory and advertisement translation. From the perspective of functional equivalence theory, Kong Fansheng^[8] studies the translation of food advertisement between English and Chinese, and explored the characteristics of food advertisement translation and its role in cultural communication. Together, these studies emphasize the importance of advertising translation in cross-cultural communication and business practice, and provide theoretical guidance and practical strategies.
木慧敏和于进 ^[5] 探讨了 Skopos 理论在广告英语翻译中的应用，分析了广告英语的特点，并提出了广告文案翻译的策略，旨在帮助企业提高在新市场的竞争力;李敏辉 ^[6] 研究了华为产品广告的英文翻译，并从 Skopos 理论的角度讨论了广告的翻译标准和特点， 以及中英文广告语言风格的差异。刘晓 ^[7] 通过迪奥香水翻译的案例 ，研究了亚里士多德的“ 三诉” 理论在广告翻译中的应用，揭示了修辞说服理论与广告翻译的巧合。孔繁生 ^[8] 从功能对等理论的角度 ，研究了食品广告的英汉互译，探讨了食品广告翻译的特点及其在文化传播中的作用。这些研究共同强调了广告翻译在跨文化交际和商业实践中的重要性，并提供了理论指导和实践策略。

2.2 Overseas research on E-C translation of technology product advertisements
2.2 科技产品广告 E-C 翻译的海外调研

Domestic research provides us with profound insights into the localization strategy of advertising translation. Further, research abroad has expanded this discussion to cover a wider range of cultural and linguistic contexts.
国内研究为我们提供了对广告翻译本地化策略的深刻见解。此外，国外研究扩大了这一讨论范围，涵盖了更广泛的文化和语言背景。

Elrebab Hassan Saad Elnour and Mahmoud Ali Ahmed Omer^[9] explores factors and challenges in advertising translation, such as differences in language structure, cultural context, and lack of terminology, and emphasize the need for translators to be creative and sensitive to cultural differences. Ahmad Mustafa Halimah and Zainab R Aljaroudi^[10] studies localization and acculturation in English-Arabic advertisements, pointing out that improper translation strategies can lead to the loss of information and cultural elements in the source text, and stressed the importance of making the translation produce the intended contextual effect. Alalddin Al-Tarawneh, Mohammed Al-Badawi and Wafa Abu Hatab^[11] examines neglected issues in the study of advertising translation, pointing out the challenges encountered when analyzing advertising by multinational companies and highlighting the importance of a comprehensive understanding of the cultural aspects of advertising in the translation process. They advocate a multi-dimensional approach to advertising localization to ensure that translations accurately convey the source language message and cultural context. Eugene A. Nida’s^[12] theory of “functional equivalence” has been widely used in advertising translation, emphasizing that the response of target language readers to the target text should be basically the same as that of source language readers to the source text, and paying attention to the realization of functional equivalence in advertising translation to achieve the same publicity effect.
Elrebab Hassan Saad Elnour 和 Mahmoud Ali Ahmed Omer^[9] 列举了广告翻译中的因素和挑战，例如语言结构、文化背景和缺乏术语的差异，并强调翻译人员需要具有创造力和对文化差异的敏感性。Ahmad Mustafa Halimah 和 Zainab R Aljaroudi^[10] 研究了英阿广告中的本地化和文化适应，指出不正确的翻译策略会导致源文本中信息和文化元素的丢失 ，并强调了使翻译产生预期上下文效果的重要性。Alalddin Al-Tarawneh、Mohammed Al-Badawi 和 Wafa Abu Hatab^[11] 研究了广告翻译研究中被忽视的问题，指出了跨国公司在分析广告时遇到的挑战，并强调了在翻译过程中全面了解广告的文化方面的重要性。他们提倡采用多维方法进行广告本地化，以确保翻译准确传达源语言信息和文化背景。尤金 A. 奈达 ^[12] 的 “功能对等”理论在广告翻译中得到了广泛的应用，强调目标语言读者对目标文本的反应应与源语言读者对源文本的反应基本相同 ，并注重在广告翻译中实现功能对等，以达到相同的宣传效果。

Although previous domestic and overseas research have recognized the influence of cultural differences on advertising translation, their research focus has mostly been on the handling of lexical items and phrases at the language level. Regarding the influence of deep cultural factors such as cultural values, thinking patterns, and social customs in advertising translation, the academic community has not yet formed a systematic and in-depth discussion. Domestic research often focuses one-sidedly on translation techniques, neglecting the dual attributes of technological professionalism and cultural dissemination carried by technology product advertisements; however, overseas research, when addressing the actual needs of the Chinese market, often fails to propose translation strategies that are highly compatible.
尽管以前的国内外研究已经认识到文化差异对广告翻译的影响，但他们的研究重点主要集中在语言层面的词汇项目和短语的处理上。关于文化价值观、思维模式、社会习俗等深层文化因素对广告翻译的影响，学术界尚未形成系统深入的讨论。国内研究往往片面地关注翻译技术，忽视了科技产品广告所承载的技术专业性和文化传播的双重属性;然而， 海外研究在解决中国市场的实际需求时，往往无法提出高度兼容的翻译策略。

In response to the aforementioned research gaps, this study endeavors to approach the issue from a brand-new perspective. Based on a thorough consideration of the cultural background differences between the source language and the target language, and in combination with the technical characteristics of technology product advertisements, this study delves deeply into the influence of cultural values, thinking patterns, and social customs on translation. At the same time, closely focusing on the unique demands of the Chinese market, this study explores more targeted translation strategies for the E-C translation of advertisements, aiming to provide new ideas for theoretical and practical research in this field.
针对上述研究空白，本研究试图从一个全新的角度来解决这个问题。本研究在深入考虑源语言和目标语言的文化背景差异的基础上，结合科技产品广告的技术特点，深入探讨了文化价值观、思维模式和社会习俗对翻译的影响。同时，紧紧围绕中国市场的独特需求，探索广告 E-C 翻译更具针对性的翻译策略，旨在为该领域的理论和实践研究提供新思路。

3 Theoretical basis: Skopos Theory
3 理论基础： 斯科波斯理论

With the foundation of our research established, we now turn to the theoretical basis that underpins our study: Skopos Theory.
随着我们研究基础的建立，我们现在转向支撑我们研究的理论基础：斯科波斯理论。

3.1 Overview of Skopos Theory
3.1 斯科波斯理论概述

In the 1970s, German translation theorist Hans Vermeer proposed Skopos Theory, which developed through three stages. In 1971, Katharina Reiss first introduced the functionalist theory, stressing the importance of the translated-text function and textual-function transmission. Hans Vermeer and Justa Holz-Manttari, in the development stage, considered translation as social and interactive. Vermeer founded Skopos Theory, putting forward the Skopos, Coherence, and Fidelity rules, with the Skopos Rule as the core. In the maturity stage, Christiane Nord refined the theory with “Function plus Loyalty”, emphasizing translators’ moral responsibility^[13].
1970 年代，德国翻译理论家汉斯·维米尔 （Hans Vermeer） 提出了斯科波斯理论，该理论经历了三个阶段。1971 年，卡塔琳娜·赖斯 （Katharina Reiss） 首次引入了功能主义理论，强调了翻译文本功能和文本功能传递的重要性。Hans Vermeer 和 Justa Holz-Manttari 在开发阶段将翻译视为社交和互动。维米尔创立了 Skopos 理论，提出了 Skopos、Coherence 和 Fidelity 规则，以 Skopos 规则为核心。在成熟阶段，克里斯蒂安·诺德 （Christiane Nord） 用“功能加忠诚”提炼了这一理论，强调译者的道德责任 ^[13]。

The core idea of Skopos Theory is that “the essence of translation is a purposeful activity.”^[14] In the field of advertising translation, this idea holds great significance and applicability. The fundamental purpose of advertising translation is not merely a simple language conversion. Instead, it aims to bridge the gaps of language and culture, accurately convey the information of the source text within the target language culture. By using expressions that are in line with the target context, it successfully captures the attention of consumers and subsequently induces their purchasing behavior^[15]. Essentially, advertising translation is guided by the goal of achieving the expected objectives of the translated text, and it centers closely around the readers. Based on this, translators need to flexibly select translating strategies according to the promotional purposes of the advertisement, the cultural backgrounds of the target audience, their consumption habits, etc. For example, they can adopt methods such as free translation or creative translation, and make appropriate adjustments and rewrites to the source language advertisement text. This ensures that the advertisement can exert its maximum effectiveness in the target language market and achieve business goals such as promoting sales and enhancing the brand image, which vividly demonstrates the application of Skopos Theory in advertising translation.
Skopos 理论的核心思想是 “翻译的本质是一种有目的的活动”。^[14] 在广告翻译领域，这一思路具有重要的意义和适用性。广告翻译的根本目的不仅仅是简单的语言转换。相反，它旨在弥合语言和文化的鸿沟，在目标语言文化中准确传达源文本的信息。通过使用符合目标上下文的表达式，它成功地吸引了消费者的注意力，并随后诱导了他们的购买行为 ^[15]。 从本质上讲，广告翻译是以实现翻译文本的预期目标为目标的，并且以读者为中心。基于此，翻译人员需要根据广告的推广目的、目标受众的文化背景、他们的消费习惯等灵活选择翻译策略。例如，他们可以采用自由翻译或创意翻译等方法，对源语言广告文本进行适当的调整和重写 。这确保了广告能够在目标语言市场中发挥其最大的效果，并实现促进销售和提升品牌形象等商业目标，生动地展示了 Skopos 理论在广告翻译中的应用。

3.2 Three rules of Skopos Theory
3.2 斯科波斯理论的三  条规则

Skopos Theory is grounded in three key rules, which we will examine in detail, beginning with the Skopos Rule.
Skopos 理论基于三个关键规则 ，我们将从 Skopos 规则开始详细研究这些规则。

3.2.1 Skopos Rule
3.2.1 斯科波斯  规则

Skopos Rule, is a core rule that all translations should strictly follow, and it is also the primary guideline for translation. That is to say, all translating activities should be carried out in a way expected by the recipients of the target language within the historical context and cultural activity environment of the target language as a whole^[16]. In the field of advertising translation, this rule is particularly evident. The purpose of advertising translation is by no means merely a simple language conversion, but rather to achieve specific business goals in the target market. For example, for an advertisement of a sports brand targeting young and fashionable consumers, the purpose of its translation is to stimulate the purchasing desire of this group. Then, when translating, the translator needs to have an in-depth understanding of the target audience’s language habits, cultural preferences, and current fashion trends. In terms of word choice, they may select dynamic and trendy words, and even incorporate some popular internet buzzwords to make the advertisement closer to the lives of young consumers, resonate with them, and ultimately achieve the ultimate goal of promoting product sales.
Skopos 规则， 这是 所有翻译都应严格遵守的核心规则，也是翻译的主要指导方针。也就是说，所有翻译活动都应该在目标语言的整体历史背景和文化活动环境中，以目标语言接收者期望的方式进行 ^[16]。 在广告翻译领域，这条规则尤为明显。广告翻译的目的绝不仅仅是简单的语言转换，而是在目标市场实现特定的商业目标。例如，对于一个针对年轻时尚消费者的运动品牌广告，其翻译的目的是激发该群体的购买欲望。然后，在翻译时，翻译人员需要深入了解目标受众的语言习惯、文化偏好和当前的流行趋势。在选词方面，他们可能会选择动感和潮流的词语，甚至加入一些流行的网络流行语，使广告更贴近年轻消费者的生活，与他们产生共鸣，最终达到促进产品销售的最终目的。
Skopos 规则， 这是 所有翻译都应严格遵守的核心规则，也是翻译的主要指导方针。也就是说，所有翻译活动都应该在目标语言的整体历史背景和文化活动环境中，以目标语言接收者期望的方式进行 ^[16]。 在广告翻译领域，这条规则尤为明显。广告翻译的目的绝不仅仅是简单的语言转换，而是在目标市场实现特定的商业目标。例如，对于一个针对年轻时尚消费者的运动品牌广告，其翻译的目的是激发该群体的购买欲望。然后，在翻译时，翻译人员需要深入了解目标受众的语言习惯、文化偏好和当前的流行趋势。在选词方面，他们可能会选择动感和潮流的词语，甚至加入一些流行的网络流行语，使广告更贴近年轻消费者的生活，与他们产生共鸣，最终达到促进产品销售的最终目的。

3.2.2 Coherence Rule
3.2.2 连贯性  规则

Coherence Rule requests that in translation, intralingual norms of coherence should be complied with by the translator. This means not only ensuring that the translated text is grammatically correct and logically sound within the target language but also paying close attention to its readability and acceptability^[17]_. Coherence Rule has wide applicability in advertising translation. In Asian-specific advertising translation, direct, linear structural organization is mostly expected. Direct wording in advertising is preferred by Asians, and source text’s lengthy advertisement with circumlocution will not only become unreadable, but will also become unpopular. There are also cultural considerations. Western-style jokes on advertising on local culture will not be operational in the Middle-East. The translators should replace these with local values or norms. This will render translation fluent, attractive to target people, and increase efficiency of advertisement.
连贯性规则要求在翻译时，翻译人员应遵守语内连贯性规范。 这意味着不仅要确保翻译后的文本在目标语言中语法正确且逻辑合理，而且还要密切关注其可读性和可接受性 ^[17]Coherence Rule 在广告翻译中具有广泛的适用性。在针对亚洲的广告翻译中，直接、线性的结构组织通常是预期的。亚洲人更喜欢广告中的直接措辞，而源文本中带有迂回的冗长广告不仅会变得难以阅读，而且也会变得不受欢迎。还有文化方面的考虑。关于当地文化广告的西式笑话在中东是行不通的。译者应该用当地的价值观或规范来替换这些。这将使翻译流畅，对目标人群有吸引力，并提高广告效率 。

3.2.3 Fidelity Rule
3.2.3 保真度  规则

Fidelity Rule requires being interlingually consistent between the target text and source text^[17]11. This is not word-for-word or structure-for-structure mechanical equivalence between the translation and source language. It is rather a dynamic equivalence based on a deep and complete grasp of the source text.
保真度规则要求译文和源文本之间的语际一致性 ^[17]11。这并不是翻译和源语言之间的逐字或结构对结构的机械等同。相反，它是基于对源文本的深入和完整理解的动态等价。

For interlingual coherence in advertising translation, there is also a general necessity for attention both to creativity in the advertisement itself and to responsiveness on the part of the reader or listener. The majority of English-language advertisements, for instance, will include such devices as pun and rhyme in order to make them more engaging and memorable. The literal translation would most likely sacrifice these unique qualities. The translator is then left attempting to locate expressions in the receptor language that will have these effects. By doing this, not only will you preserve most of the original source-language advertisement’s most vital creativity, but also target audiences will readily understand and identify with it. This way, consistency in both source language text and target market translation text in terms of marketing impact as well as cultural appeal can be achieved, helping to promote goods in the target market.
为了实现广告翻译中的跨语言连贯性，通常还需要注意广告本身的创造力以及读者或听众的响应能力。 例如，大多数英语广告都会包含双关语和押韵等手段，以使其更具吸引力和令人难忘。直译很可能会牺牲这些独特的品质。然后，翻译者尝试在受体语言中找到将具有这些效果的表达。通过这样做，您不仅可以保留原始源语言广告广告最重要的大部分创意，而且目标受众将很容易理解和认同它。通过这种方式，源语言文本和目标市场翻译文本在营销影响和文化吸引力方面的一致性可以实现，有助于在目标市场推广商品。

4 E-C translation of technology products advertisements
4 技术产品广告的 E-C t 轮解

In this chapter, the functions and characteristics of technology product advertisements will be explored. Hence comes the challenges in their E-C translation.
在本章中，将探讨科技产品广告的功能和特点。因此，他们的 E-C 翻译带来了挑战。

4.1 The functions of technology product advertisements
4.1 科技产品广告的作用

Technology product marketing functions in today’s fast-changing market environment are not only executed by business but rather extended in various forms such as social culture. Its key roles are largely facilitating product promotion for sale, building-brand recognition, and spreading cultural values. The following will respectively detail actual-life expressions and impacts of these roles^[18]
在当今瞬息万变的市场环境中， 技术、产品、营销功能不仅由企业执行，而且以社会文化等各种形式进行扩展。它的主要作用主要是促进产品销售推广、建立品牌认知度和传播文化价值。下面将分别详细介绍这些角色在现实生活中的表达和影响 ^[18]_.

4.1.1 Promote product sales
4.1.1 促进产品销售

Product advertisements take a key and pivotal role in spreading product sales for this competitive and rapidly changing technology product market. With the help of big data analysis and consumer feedback, advertisements can identify with perfect accuracy the traits, needs, and preferences of target customers.
产品广告在这个竞争激烈且瞬息万变的科技产品市场中发挥着关键和关键的作用 。在大数据分析和消费者反馈的帮助下，广告可以非常准确地识别目标客户的特征、需求和偏好。

For example, marketing high-performance graphic cards for gamers will highlight details such as graphic processing capabilities and frame rate stability to appeal to them. Advertisements will also simplify complicated technology specs into easily sellable factors with creative planning that consumers will easily understand. For instance, smartwatch advertisements will highlight having precise health tracking features and graphical analysis reports to create buying impulses. In addition, tactics like making a product available for a certain specific period or making only a few units available for sale create an element of necessity and shortage in consumers’ minds, thus making them buy on impulse. A new smartphone model, when initially launched, gained volume in sales within a short term through such tactics. Besides, promotion for high-technology products is not only widely disseminated over the internet on video sites and networking sites, but also collaborates with other stores off-line to carry out demonstration and promotion campaigns in stores. There is also on-line advertising interest attracted, as off-line promotion is providing scope for product experiences, targeting consumers in every way and generating product sale mutually.
例如，为游戏玩家营销高性能显卡将突出图形处理能力和帧速率稳定性等细节以吸引他们。广告还将把复杂的技术规格简化为易于销售的因素，并带有消费者易于理解的创意规划。例如，智能手表广告将强调具有精确的健康跟踪功能和图形分析报告，以创造购买冲动。此外，诸如在特定时期内提供产品或仅销售少数商品等策略会在消费者心中产生必要性和短缺的元素 ，从而使他们冲动购买。一种新的智能手机型号在最初推出时，通过这种策略在短期内获得了销量。此外，高科技产品的推广不仅在互联网上的视频网站和社交网站上广泛传播，而且还与其他线下商店合作，在商店内进行示范和促销活动。此外，线上推广也吸引了线上广告的兴趣，因为线下推广为产品体验提供了空间，以各种方式针对消费者，并相互促进产品销售。

4.1.2 Enhance brand awareness
4.1.2 提升品牌知名度

Technology product advertisements are a key lever in enhancing brand awareness, exerting influence from multiple dimensions to firmly root the brand in consumers’ minds. A catchy advertisement can profoundly articulate the brand’s unique value proposition and shape a distinct brand image. For instance, Sony’s “make believe” advertisement accurately conveys the brand’s philosophy of respecting reality while encouraging bold imagination in technological innovation. After repeated exposure to this advertisement, consumers easily remember Sony’s brand traits of daring to break through and being innovative, leaving a deep impression in their minds.
科技产品广告是提升品牌知名度的关键杠杆，从多个维度施加影响，将品牌牢牢扎根于消费者心目中。一个吸引人的广告可以深刻地表达品牌独特的价值主张，并塑造独特的品牌形象。例如，索尼的“相信”广告准确地传达了该品牌尊重现实的理念，同时鼓励技术创新的大胆想象。消费者在反复接触这则广告后，很容易记住索尼敢于突破、勇于创新的品牌特质，在他们的脑海中留下了深刻的印象。

The continuous advertising campaigns can subtly deepen consumers’ trust in the brand. When consumers frequently come into contact with the same brand’s advertisements, the sense of familiarity will gradually transform into trust over time. Take Dyson as an example. Its advertisement “Say goodbye to dust bags” has always captured the public’s attention for many years. It is precisely this persistent promotion that has made consumers firmly believe in Dyson’s quality and enabled the brand to firmly occupy the leading position in the industry of dust bag vacuum cleaners. Nowadays, in the hearts of many people, Dyson represents reliability and trustworthiness. This trust has also brought more exposure to the brand and further expanded the market scale.
持续的广告活动可以巧妙地加深消费者对品牌的信任。当消费者频繁接触同一品牌的广告时 ，熟悉感会随着时间的推移逐渐转化为信任。以戴森为例。其广告 “ 告别防尘袋 ” 多年来一直吸引着公众的关注。正是这种持续的推广，让消费者对戴森的品质有了坚定的信心 ，使该品牌牢牢占据了集尘袋吸尘器行业的领先地位。如今，在很多人心中，戴森代表着可靠性和可信赖性。这种信任也为品牌带来了更多的曝光率，进一步扩大了市场规模。

4.1.3 Spread cultural values
4.1.3 传播文化价值观

Advertisements of technology products carry and disseminate rich cultural values, building a bridge of communication between science and humanity. From the perspective of social values, these advertisements often convey a positive and progressive spirit of the times. For example, Huawei’s advertisement “构建万物互联的智能世界” not only showcases Huawei’s vision for global technological development but also conveys its pursuit of innovation and connectivity. It advocates the spirit of exploration and a positive outlook on the future, which aligns with the contemporary social values of pursuing freedom and comprehensive development. This inspires countless users to embark on journeys of exploration and subtly promotes the spread of positive values in society.
科技产品的广告承载和传播丰富的文化价值，在科学与人文之间架起了一座沟通的桥梁。从社会价值观的角度来看，这些广告往往传达着积极向上的时代精神。例如，华为的广告“ 构建万物互联的智能世界 ”不仅展示了华为对全球技术发展的愿景，也传达了华为对创新和互联的追求。它倡导探索精神和积极的未来观，这与追求自由、全面发展的当代社会价值观不谋而合。这激发了无数用户踏上探索之旅，潜移默化地促进了积极价值观在社会中的传播。

Technology product advertisements possess a unique function for participating in cultural integration and exchange. By virtue of featuring “Instant translation, seamless communication”, Google Translate conveys great expectation to promote global cultural integration and exchange. Google Translate in its advertisement conveys to global consumers that there is mutual exchange and understanding that is achievable despite differences in cultures through transcending language barriers. Google Translate collides and intermix different cultures of different nations and races with one another through the services offered by technology to enable cultural diversity as well as harmony.
科技产品广告具有参与文化融合和交流的独特功能。谷歌翻译以 “ 即时翻译、无缝沟通 ” 为特色 ，传达了对促进全球文化融合和交流的殷切期望。谷歌翻译在其广告中向全球消费者传达，尽管存在文化差异，但通过超越语言障碍，可以实现相互交流和理解。谷歌翻译通过技术提供的服务将不同国家和种族的不同文化相互碰撞和混合，以实现文化多样性与和谐。

4.2 The characteristics of technology product advertisements
4.2 科技产品广告的特点

Technology product advertisements are a critical and decisive force in the contemporary marketplace. Not only are they a communication medium for consumers and companies, but also a major force in transmitting values and characteristics of a brand. They accomplish these goals by having a collection of distinguishing qualities. Not only do these qualities distinguish the advertisements in this very competitive environment, but they also effectively function as ways to increase the popularity and influence of the business. The precise nature these qualities take, on an individual level, is addressed below.
科技产品广告是当代市场中一支关键和决定性的力量。它们不仅是消费者和公司的沟通媒介，也是传递品牌价值和特征的主要力量。他们通过拥有一系列独特的品质来实现这些目标。这些品质不仅使广告交易平台在这个竞争激烈的环境中脱颖而出，而且还有效地提高了企业的知名度和影响力。这些品质在个人层面上的确切性质将在下面讨论。

4.2.1 Conciseness
4.2.1 简洁

In the modern society overwhelmed by information, consumers’ attention is extremely limited. Therefore, the primary characteristic of technology product advertisements is simplicity and clarity^[19]. A concise advertisement can capture consumers’ attention in an instant and quickly convey the brand’s core values and the product’s main selling points. For example, Apple’s advertisement “Think Different” precisely conveys Apple’s brand concept of pursuing innovation and being unique with just three words. This conciseness not only makes it easy for consumers to remember but also enables widespread dissemination across various channels, thus expanding the brand’s influence. A concise advertisement can avoid lengthy and complex expressions, directly reach consumers’ hearts, trigger an emotional resonance, and further enhance the brand’s attractiveness.
在信息泛滥的现代社会中，消费者的注意力极其有限。因此，科技产品广告的主要特点是简单明了 ^[19]。 简洁的广告可以瞬间吸引消费者的注意力，并快速传达品牌的核心价值和产品的主要卖点。例如，苹果的广告 “Think Different”，仅用三个字就准确地传达了苹果追求创新、独一无二的品牌理念。这种简洁不仅使消费者易于记住，而且可以在各种渠道上广泛传播，从而扩大品牌的影响力。简洁的广告可以避免冗长复杂的表达，直达消费者的心，引发情感共鸣，进一步提升品牌的吸引力。

4.2.2 Innovativeness
4.2.2 创新性

The core competitiveness of the technology industry lies in innovation. Therefore, technology product advertisements must be able to highlight the innovation and uniqueness of the products^[20]. Innovative advertisements can not only attract consumers’ attention but also enhance the brand’s sense of technology and high-end image. For example, DJI’s advertisements “独具慧眼，智所未见” emphasizes the high technology and unique perspective of its drones, thus attracting consumers who pursue innovation. This innovativeness is not only reflected in the functions of the products but also in the expression of the advertisements. It also aids in differentiating a company from a wide variety of competitors and forming a unique image. Creative advertising has the possibility to stir consumers’ interest and preference to investigate, having a better idea about goods and thus offer an expanded variety to buy.
科技行业的核心竞争力在于创新。因此，科技产品广告必须能够突出产品的创新性和独特性 ^[20]。 创新的广告不仅可以吸引消费者的注意力，还可以提升品牌的科技感和高端形象。例如，大疆创新的广告 “ 独具慧眼，智所未见 ” 强调其无人机的高科技和独特视角，从而吸引追求创新的消费者。这种创新性不仅体现在产品的功能上，还体现在广告的表达上。 它还有助于将公司与各种竞争对手区分开来并形成独特的形象。创意广告有可能激发消费者的兴趣和偏好进行调查，对商品有更好的了解，从而提供更多的购买品种。

4.2.3 Foresight
4.2.3 远见

The core competitiveness of the technology industry lies in innovation. Therefore, technology product advertisements must be able to highlight the innovation and uniqueness of the products^[20]. Forward-looking orientation is not only able to stir consumers’ expectation, but also can enhance consumers’ leading image of the brand in the marketplace. For example, Xiaomi’s advertisement “科技，让未来触手可及” not only indicates that Xiaomi is pursuing technological innovation, but also its positive vision about future life with technology. Forward-looking orientation indicates superiority in terms of foresight by the brand and is able to stir consumers’ long-term trust and loyalty towards the brand. By projecting future development orientation, the brand is able to create a more emotional connection with consumers and make consumers believe that the brand is not only satisfying consumers’ current needs, but also is making future trends.
科技行业的核心竞争力在于创新。因此，科技产品广告必须能够突出产品的创新性和独特性 ^[20]。 前瞻性导向不仅能够激起消费者的期望，而且可以提升消费者在市场上对品牌的领先形象。例如，小米的广告“科技，让未来触手可及”不仅表明小米追求技术创新，也表明了小米以科技对未来生活的积极愿景。前瞻性导向表明品牌在前瞻性方面具有优势，能够激发消费者对品牌的长期信任和忠诚度。通过预测未来的发展方向，该品牌能够与消费者建立更深的情感联系，让消费者相信该品牌不仅满足了消费者当前的需求，而且还在创造未来的趋势。
科技行业的核心竞争力在于创新。因此，科技产品广告必须能够突出产品的创新性和独特性 ^[20]。 前瞻性导向不仅能够激起消费者的期待，而且可以提升消费者在市场上对品牌的领先形象。例如，小米的广告 “ 科技，让未来触手可及 ” 不仅表明小米追求科技创新，更表明小米以科技对未来生活的积极愿景 。前瞻性导向表明品牌在前瞻性方面具有优势，能够激发消费者对品牌的长期信任和忠诚度。通过预测未来的发展方向，该品牌能够与消费者建立更深的情感联系，让消费者相信该品牌不仅满足了消费者当前的需求，而且还在创造未来的趋势。

4.3 Challenges in E-C translation of technology product advertisements
4.3 技术产品广告的 E-C 翻译挑战

The differences in expression styles, rhetorical devices and advertising focuses between English and Chinese technology product advertisements pose great challenges to the translators while rendering from English to Chinese.
中英文科技产品广告在表达风格、修辞手法和广告重点上的差异，对译者在英译中提出了很大的挑战。

4.3.1 Differences in expression styles
4.3.1 表达式样式的差异

The expression style refers to the way in which advertisements convey information, attract audiences and achieve promotional goals through elements such as language and pictures^[21]. In Chinese advertisements, the expression style is often more emotional. It tends to use vivid language to stir up consumers’ emotions. While in English advertisements, the style is usually more straightforward and concise. They focus on presenting product features clearly and directly. Chinese product advertisements are greatly influenced by Chinese values and culture, and they possess distinctive characteristics in themselves. Because they are great at incorporating emotion and culture, for instance, Xiaomi Smart Home’s advertisement “家，是每个人的智能港湾” applies a metaphor to link the product to the feeling of being at home for everyone. They not only unveil the attributes of the product but also carry undertones of culture, evoking emotive resonance. Meanwhile, in response to collectivism, these advertisements emphasize the benefit of the product to society. For instance, Huawei’s advertisement “把数字世界带入每个人、每个家庭、每个组织，构建万物互联的智能世界” leaves consumers with an appreciation for the resilience of the product in aiding society’s development.
表达风格是指广告通过语言、图片等元素传达信息、吸引受众和实现促销目标的方式 ^[21]。 在中国的广告中，表达风格往往更情绪化。它倾向于使用生动的语言来激起消费者的情绪。而在英文广告中，风格通常更直接、更简洁。他们专注于清晰直接地展示产品功能。中国的产品广告深受中国价值观和文化的影响，本身就具有鲜明的特点。因为他们擅长将情感和文化融合在一起，例如小米智能家居的广告“家，是每个人的智能港湾”就用了一个隐喻，将产品与大家的家的感觉联系起来。它们不仅揭示了产品的属性，还带有文化底蕴，唤起了情感共鸣。同时，为了回应集体主义，这些广告强调产品对社会的好处。例如，华为的广告“把数字世界带入每个人、每个家庭、每个组织，构建万物互联的智能世界”让消费者对产品在帮助社会发展方面的韧性表示赞赏。
表达风格是指广告通过语言、图片等元素传达信息、吸引受众和实现促销目标的方式 ^[21]。 在中国的广告中，表达风格往往更情绪化。它倾向于使用生动的语言来激起消费者的情绪。 而在英文广告中，风格通常更直接、更简洁。他们专注于清晰直接地展示产品功能。 中国的产品广告深受中国价值观和文化的影响，本身就具有鲜明的特点。因为他们擅长将情感和文化融合在一起，例如小米智能家居的广告 “ 家，是每个人的智能港湾 ” 就用了一个隐喻，将产品与大家的家的感觉联系起来。它们不仅揭示了产品的属性，还带有文化底蕴，唤起了情感共鸣 。 同时 ，作为对集体主义的回应，这些广告强调产品对社会的好处。例如，华为的广告 “ 把数字世界带入每个人、每个家庭、每个组织，构建万物互联的智能世界 ” 让消费者对产品在帮助社会发展方面的韧性表示赞赏 。

When translating English advertisements for technology products into Chinese, these cultural and linguistic differences pose significant challenges. English advertisements usually focus on concise and straightforward information. For example, NVIDIA’s advertisement “Power Your Next” quickly conveys the core value of the product. When translating such English advertisements into Chinese, translators often face two challenges: they must retain the source text’s concise and concentrated features while also conforming to the language and cultural norms of Chinese. Unlike Western consumers who tend to prefer straightforward and simple expressions, Chinese consumers are more inclined towards advertisements with detailed content and rich emotions. Take the above example as an illustration, to evoke resonance in the Chinese context, the translator needs to skillfully incorporate appropriate contextual information and flexibly employ rhetorical devices, enhancing the advertisement’s appeal while ensuring that the core meaning is not diluted and the original style is preserved. The example can be translated as “以芯启未来，智驭新境界”.
在将科技产品的英文广告翻译成中文时，这些文化和语言差异带来了重大挑战。英文广告通常侧重于简洁明了的信息。 例如，NVIDIA 的广告“Power Your Next”快速传达了产品的核心价值。 在将此类英文广告翻译成中文时，翻译人员通常面临两个挑战 ：一是必须保留原文简洁 、集中的特点，又要符合中文的语言和文化规范。与西方消费者倾向于直截了当、简单的表达不同，中国消费者更倾向于内容详细、情感丰富的广告。以上述例子为例，为了在中文语境中引起共鸣，译者需要巧妙地结合适当的语境信息，灵活运用修辞手法，在保证核心含义不被淡化和保留原文风格的同时，增强广告的吸引力。 这个例子可以翻译为 “ 以芯启未来，智驭新境界 ”。

Moreover, English advertisements are good at using creative techniques such as humor and storytelling to attract the audience. For example, the smart home brand Nest uses the humorous expression “Nest Protect. Because sometimes, the only thing scarier than a fire is a false alarm.” to tell the advantage of the product in avoiding false alarms and enhance the brand’s affinity. If translated directly as “有时，唯一比火灾更可怕的是误报”, it might make Chinese readers feel that this advertisement lacks humor. To convey a similar humorous effect in the Chinese context, the translator needs to make appropriate adjustments and optimizations to the translation based on the expression habits and cultural background of Chinese. For example, it can be translated as “因为有时候，比火灾更让人害怕的就是‘吓你一跳’的误报”, which can help Chinese readers better understand and feel the humor in the advertisement.
此外，英文广告擅长使用幽默和讲故事等创意技巧来吸引观众。例如，智能家居品牌 Nest 使用了幽默的表达方式“Nest Protect。因为有时候，唯一比火灾更可怕的是虚惊一场。讲述产品在避免误报和增强品牌亲和力方面的优势。 如果直接翻译成 “ 有时，唯一比火灾更可怕的是误报 ”，可能会让中国读者觉得这则广告缺乏幽默感。为了在中文语境中传达类似的幽默效果，译者需要根据中文的表达习惯和文化背景，对翻译进行适当的调整和优化。例如，可以翻译为 “ 因为有时候，比火灾更让人害怕的就是'吓你一跳'的误报 ”，可以帮助中国读者更好地理解和感受广告中的幽默感。

4.3.2 Differences in rhetorical devices
4.3.2 修辞手法的差异

The rhetorical devices in advertisements refer to the methods of enhancing the expression effect of advertisements through specific language techniques. Their purpose is to break through conventional language expression and create unique expression effects, thereby making the information more persuasive^[22]. There is an obvious disparity in the employment of rhetorical devices in Chinese and English technology product advertisements, evident from a history-making series of campaigns. Chinese advertisements, specialize in drawing on tradition. Huawei’s “顺风耳” audio and “千里眼” smart camera devices are an illustrative instance: these Journey to West mythical allusions impart supernatural connotations to modern technology devices. The “顺风耳” series product line captures fine audio reception and noise cancellation functionality, as though possessing mythical auditory capabilities; while “千里眼” conjures ultra-long-distance imaging and Ultra High Definition surveillance capabilities as evoking a god’s knowing eye in mythology. This culturally-based metaphor-naming strategy not only establishes product specs with imaginative description, but also encourages richer cultural connotations and believability over specs by calling on collective cultural recall. It is an unusual rhetorical device compared with Western advertisements’ appeal to individual creativity.
广告中的修辞手法是指通过特定的语言技巧来增强广告的表达效果的方法。他们的目的是突破常规的语言表达，创造独特的表达效果，从而使信息更具说服力[22]。中英文科技产品广告中修辞手法的使用存在明显差异，这从一系列创造历史的活动中可以明显看出。中国广告，专门借鉴传统。华为的“顺风耳”音频和“千里眼”智能相机设备就是一个说明性的例子：这些西游记的神话典故赋予了现代科技设备超自然的内涵。“顺风耳”系列产品线捕捉到精细的音频接收和降噪功能，仿佛拥有神话般的听觉能力;而《千里眼》则让人联想到超远距离成像和超高清监控功能，让人想起神话中神明的眼睛。这种基于文化的隐喻命名策略不仅通过富有想象力的描述建立产品规格，而且还通过呼吁集体文化回忆来鼓励更丰富的文化内涵和对规格的可信度。与西方广告对个人创造力的吸引力相比，这是一种不寻常的修辞手法。

English advertisements, regarding metaphorical devices, use concise, eloquent yet not-so-ordinary sayings. For instance, Apple iPhone 13 Pro advertisement “Hollywood in your pocket” metaphorically equates cell-phone to movie studio in pocket, instantly emphasizing its premium features like cinema. If this advertisement is translated literally as “好莱坞在你的口袋”, it won’t be as easily understood as the aforementioned “千里眼” and “顺风耳”. For Chinese consumers who are not familiar with what “Hollywood” represents, it would be difficult for them to grasp the intended meaning of this slogan. Moreover, without correct translation, the core message about the phone’s professional shooting performance would be lost. The translator either has to provide a detailed explanation of the cultural significance of Hollywood, which would make the advertisement overly long, or replace it with a metaphor rooted in Chinese culture, such as “随身电影大师，掌镜即可开拍”, which requires a profound cultural insight and linguistic creativity from the translator.
关于隐喻手法的英文广告使用简洁、雄辩但不那么普通的谚语。例如，Apple iPhone 13 Pro 广告 “Hollywood in your pocket” 将手机等同于口袋里的电影制片厂，立即强调了其电影等高级功能。 如果这个广告直译为 “ 好莱坞在你的口袋 ”，它不会像前面提到的 “ 千里眼 ” 和 “ 顺风耳 ” 那样容易理解 。对于不熟悉 “ 好莱坞 ” 所代表的中国消费者来说 ，他们很难理解这个口号的原意。此外，如果没有正确的翻译，关于手机专业拍摄性能的核心信息就会丢失。译者要么要对好莱坞的文化意义进行详细的解释，这样会使广告过于冗长，要么用植根于中国文化的隐喻代替，比如 “ 随身电影大师，掌镜即可开拍 ”，这需要译者有深刻的文化洞察力和语言创造力。

4.3.3 Differences in focuses
4.3.3 关注点的差异

The focus in advertisements is the core content that enterprises aim to convey to consumers, such as the unique selling point of a product or the brand philosophy. There are differences in typical focuses for Chinese and Western product advertisements on technology. Chinese product advertisements emphasize the technological details and functional advantages of a product and how a product serves consumers in real terms with key technologies and innovations. Gree’s advertisement, “掌握核心科技” is an instance, as it emphasizes its global leading technologies in such key technologies as compressor, chips, and smart defrosting technologies. This kind of advertisement is intended to create consumers’ trust with open technological introductions and emphasizes product reliability and performance advantages.
广告的重点是企业旨在传达给消费者的核心内容，例如产品的独特卖点或品牌理念 。 中西产品广告对技术的典型关注点存在差异 。中国产品广告强调产品的技术细节和功能优势，以及产品如何通过关键技术和创新真正为消费者服务 。格力的广告形象 “ 掌握核心科技 ” 就是一个例子，它强调了在压缩机、芯片、智能除霜技术等关键技术方面的全球领先技术。这种广告广告旨在通过开放的技术介绍来建立消费者的信任 ，并强调产品的可靠性和性能优势。

On the other hand, Western technology product advertisements emphasize how products become part of and enhance users’ lives, emphasizing users’ experiences, design appeal, and company value rather than venturing at great lengths at a technological level. For instance, Apple’s advertisement “Make a film with iPad” featuring Academy Award-winning Best Director Martin Scorsese, is about students producing short films with iPads. This advertisement outlines Apple’s potential to facilitate users’ creativity and enhance lifestyle rather than emphasizing at great lengths at a strictly technological aspect. This is more likely to appeal to customers through emotive associations and laddering to supporting levels and lifestyle enrichment.
另一方面，西方科技产品广告强调产品如何成为用户生活的一部分并改善用户的生活，强调用户体验 、设计吸引力和公司价值，而不是在技术层面上大篇幅冒险。例如，Apple 的广告 “ 用 iPad 制作电影 ” 由奥斯卡金像奖得主马丁·斯科塞斯 （Martin Scorsese） 主演，该广告是关于学生使用 iPad 制作短片的。该广告概述了 Apple 在促进用户创造力和改善生活方式方面的潜力，而不是在严格的技术方面大篇幅强调。这更有可能通过情感联想和阶梯式上升来支持级别和丰富生活方式来吸引客户。

On a large part, the above-mentioned differences in advertising strategies for technology products between China and the West may pose a huge challenge for E-C translation of their advertisements. Luckily, Skopos Theory premised on how translation should serve target text potential roles in target cultures, provides theoretical support for E-C translation of technology product advertisements. The next chapter will explore various translation strategies that can be employed to address these challenges and achieve the expected business outcomes.
在很大程度上 ， 上述中西方科技产品广告策略的差异可能对其广告的 E-C 翻译构成巨大挑战 。 幸运的是，Skopos 理论以翻译应如何为目标文本在目标文化中的潜在作用为前提，为技术产品广告的 E-C 翻译提供了理论支持 。 下一章将探讨可用于应对这些挑战并实现预期业务成果的各种翻译策略。

5 Strategies for E-C translation of technology product advertisements from the perspective of Skopos Theory: take Apple Inc. as an example
从 Skopos 理论角度看科技产品广告 E-C 翻译的 5 种策略：以 Apple Inc. 为例

This part is based on Skopos Theory. Taking the advertisements of Apple’s technology products as an example, it intends to conduct an in-depth discussion on the practice of E-C translation of technology product advertisements employing the following five strategies: literal translation, free translation, amplification, omission and cultural adaptation.
这部分基于 Skopos 理论 。以苹果科技产品的广告为例，拟采用直译、 自由翻译、一删 、 文化五种策略 ，对科技产品广告的 E-C 翻译实践进行深入探讨 。

5.1 Literal translation
5.1 直译

Literal translation aims to retain the rhetorical style and syntax of the source text while being faithful to its meaning and structure, ensuring accurate meaning conveyance without distortion^[23]. It realizes the function of the translated text in the target culture and conforms to the Skopos Rule in Skopos Theory. For example, in the translation of technical literature, the literal translation of some technical terms, such as “gene editing”, directly retains the structure and meaning of the source text, which can accurately convey professional concepts, help target language readers obtain key information, and achieve the purpose of the translated text in professional field communication. Take Example 1 as a reference.
L 迭代翻译旨在保留源文本的修辞风格和句法 ， 同时忠实于其含义和结构，确保准确传达含义而不失真 ^[23]。 它实现了翻译文本在目标文化中的作用，并符合 Skopos 理论中的 Skopos 规则。例如，在技术文献的翻译中，一些技术术语的直译，如“基因编辑”，直接保留了源文本的结构和含义 ，可以准确传达专业概念，帮助目标语言读者获取关键信息，在专业领域交流中达到译文的目的。 以示例 1 作为参考。

Example 1 (Fidelity Rule and Skopos Rule)
示例 1（Fidelity 规则和 Skopos 规则）

Source Text: The new iPad, with a stunning Retina display. (Apple)
源文本： 新 iPad，配备令人惊叹的 Retina 显示屏。 （ 苹果 ）

Target Translation: 新款iPad，配备令人惊叹的视网膜显示屏。

This advertisement debuted in 2012 with the launch of Apple’s third-generation iPad, aiming to spotlight the device’s Retina display, renowned for its sharp, detailed visuals, thereby introducing the product and emphasizing its display-technology superiority. In terms of the Fidelity Rule, the translation “新款iPad，配备令人惊叹的视网膜显示屏” remains faithful to the source language. “The new iPad” is directly rendered as “新款iPad”, preserving the product name precisely “with a stunning Retina display” is translated as “配备令人惊叹的视网膜显示屏”, maintaining the source language prepositional structure and accurately presenting the product’s key feature, ensuring the source text message is conveyed intact. From the perspective of the Skopos Rule, the source text advertisement’s purpose of promoting the iPad and attracting consumers is effectively achieved in the Chinese translation. For the Chinese-speaking audience, this translation clearly showcases the new product and its remarkable feature. Notably, this translation addresses the challenge of different advertising expression styles. English advertisements like this one are typically concise, while Chinese consumers are more likely to be engaged by language rich in emotional resonance. The phrase “令人惊叹的” (stunning) in Chinese can effectively draw consumers’ attention, generating their interest in the product and fulfilling the advertisement’s promotional objective in the Chinese-speaking market. The same applies to the next example.
该广告于 2012 年随着 Apple 第三代 iPad 的推出而首次亮相，旨在突出该设备的 Retina 显示屏，该显示屏以其清晰、细致的视觉效果而闻名，从而介绍该产品并强调其显示技术优势。就保真度规则而言，翻译 “新款 iPad，配备令人惊叹的视网膜显示屏 ” 仍然忠实于源语言 。“The new iPad”直接呈现为“新款 iPad”，精确保留产品名称“with a stunning Retina display”被翻译为“配备令人惊叹的视网膜显示屏”，保持源语言介词结构并准确呈现产品的关键特征，确保源文本信息完整传达。从 Skopos 规则的角度来看， 源文本广告推广 iPad 和吸引消费者的目的在中文翻译中得到了有效的实现。对于讲中文的读者来说，这个翻译清楚地展示了新产品及其显着特点。 值得注意的是，此翻译解决了不同广告表达风格的挑战。 像这样的英文广告通常很简洁，而中国消费者更有可能被富有情感共鸣的语言所吸引 。 中文中的 “令人惊叹的”（stunning）一词可以有效地吸引消费者的注意力，激发他们对产品的兴趣，并实现广告在华语市场的促销目标。这同样适用于下一个示例。

Example 2 (Fidelity Rule)
示例 2（ 保真度规则 ）

Source Text: If you can dream it, Mac can do it. (Apple)
源文本 ： 如果你能梦想它，Mac 就能做到。 （ 苹果 ）

Target Translation: 你想得出，Mac助你做得到。

This advertisement for Apple’s Mac computer series, though brief, packs a powerful punch. In terms of the Fidelity Rule, the translation showcases remarkable faithfulness to the source text. Structurally, the “if... then...” conditional relationship in the source text text is meticulously preserved. “你想得出” corresponds exactly to the conditional part “If you can dream it”, and “Mac助你做得到” precisely mirrors the resultant part “Mac can do it”. Semantically, the translation maintains a one-to-one correspondence as well. The verb “dream” is accurately translated as “想”, which captures the essence of the source text, that is, to conceive an idea in one’s mind. Similarly, “do” is faithfully rendered as “做得到”, effectively conveying the meaning of being able to carry out an action or achieve a result. This not only ensures the precise transmission of the source text’s core message-the Mac’s powerful capacity to assist users in achieving their envisioned goals-but also the retention of the source text’s overall tone and style. Such faithful translation enables Chinese-speaking consumers to perceive the advertisement in a way that is as close as possible to the source text English-speaking audience, achieving the goal of accurately presenting the product’s selling points without distortion. Similar to Example 1, this example also addresses the difficulties arising from the differences in advertising expression styles between Chinese and English. In order to make the advertisement resonate with Chinese consumers, the language expression should be adjusted according to the cultural background and language habits of the target audience.
他为 Apple 的 Mac 电脑系列做的广告虽然简短，但具有强大的冲击力。就保真度规则而言，翻译展示了对源文本的非凡忠实度。从结构上讲，“如果......那么......”源文本文本中的条件关系 被精心保留。“你想得出”正好对应着条件部分“If you can dream it”，而“Mac 助你做得到”恰好反映了结果部分“Mac can do it”。 从语义上讲，翻译也保持了一一对应的关系。动词“dream”准确翻译为 “ 想”，它抓住了原文的精髓 ， 即在脑海中构思一个想法。同样，“do”被忠实地翻译为“做得到”，有效地传达了能够执行某项行动或取得某项结果的含义。这不仅确保了源文本核心信息的精确传递 ——Mac 帮助用户实现预期目标的强大能力 —— 而且保留了源文本的整体语气和风格。这种忠实的翻译使讲中文的消费者能够以尽可能接近源文本英语受众的方式感知广告 ，达到准确呈现产品卖点而不失真的目标。 与示例 1 类似，此示例也解决了中英文广告表达风格差异带来的困难。 为了使广告与中国消费者产生共鸣，应根据目标受众的文化背景和语言习惯来调整语言表达。

5.2 Free translation
5.2 免费翻译

Free translation is a flexible translation strategy that is not strictly bound by the wording and grammatical structure of the source language. Instead, it adapts according to the cultural background and expression habits of the target language^[24]. Its core objective is to accurately convey the meaning and emotions of the source text while ensuring the naturalness and readability of the translation. For example, if the English name of Coca-Cola is literally translated as “可卡可拉”, it fails to convey its unique brand image and product characteristics. However, when it is freely translated as “可口可乐”, not only does it have a similar pronunciation, but it also makes people associate it with the refreshing taste when drinking this beverage, as well as the brand connotations of deliciousness and joy. It is more in line with Chinese language habits and consumers’ psychological expectations, which helps to enhance the brand’s popularity and product sales, thus achieving the purpose of advertising promotion. Use Example 3 as a guide.
免费翻译是一种灵活的翻译策略，不受源语言的措辞和语法结构的严格约束。相反，它根据目标语言的文化背景和表达习惯进行调整 ^[24]。 其核心目标是准确传达源文本的含义和情感 ， 同时确保翻译的自然性和可读性。 例如，如果 Coca-Cola 的英文名称直译为 “ 可卡可拉 ”，则无法传达其独特的品牌形象和产品特色。然而，当它被随意翻译成 “ 可口可乐 ” 时 ，不仅有着相似的发音，而且还让人联想到饮用这款饮品时的清爽口感，以及美味与喜悦的品牌内涵。它更符合中文语言习惯和消费者的心理期望，有助于提升品牌的知名度和产品销量，从而达到广告推广的目的。使用示例 3 作为指南。

Example 3 (Skopos Rule)
示例 3（Skopos 规则）

Source Text: Like a computer. Unlike any computer. (Apple)
源文本： 像一台计算机。与任何计算机都不同。 （ 苹果 ）

Target Translation: 拿掉了电脑的条条框框。

Prior to the iPad’s debut, the market was saturated with diverse computer types, such as desktops and laptops. However, these traditional computing devices had significant drawbacks in portability, ease of use, and user experience. Apple, attuned to these unmet market needs, resolved to introduce the innovative iPad. This device combines the functionality of a computer with enhanced convenience and flexibility. The source text “Like a computer. Unlike any computer”, encapsulates the iPad’s unique product positioning. But a literal translation, “像一台电脑，但又不像任何一台电脑”, falls short in the Chinese-language context. It fails to vividly convey the iPad’s distinctiveness and innovative edge, coming across as rather dull and unappealing to potential Chinese consumers. The challenge in translation lies in the differences in rhetorical devices between English and Chinese. English advertisements use contrast to highlight the unique position of iPad by saying “like a computer” and “not like any computer”. In contrast, the Chinese translation “拿掉了电脑的条条框框” employs a metonymy, using “条条框框” vividly to represent the restrictions and limitations of traditional computers. This metonymic expression better conforms to the preferences of Chinese consumers.
在 iPad 首次亮相之前，市场上充斥着各种类型的计算机，例如台式机和笔记本电脑。然而，这些传统的计算设备在便携性、易用性和用户体验方面存在重大缺点。Apple 适应了这些未得到满足的市场需求，决定推出创新的 iPad。该设备将计算机的功能与增强的便利性和灵活性相结合。 源文本 “Like a computer.不同于任何电脑“，概括了 iPad 独特的产品定位。但是，直译为“像一台电脑，但又不像任何一台电脑”，在中文语境中是不够的。它未能生动地传达 iPad 的独特性和创新优势，给人一种相当沉闷和没有吸引力的中国消费者的印象。 翻译的挑战在于英文和中文之间修辞手法的差异。英文广告使用对比来突出 iPad 的独特地位，比如说 “like a computer” 和 “not like any computer”。 相比之下，中文译本 “ 拿掉了电脑的条条框框 ” 采用了转喻法，用 “ 条条框框 ” 生动地代表了传统计算机的局限和局限。这种转喻表达更符合中国消费者的喜好。

Based on the Skopos Rule that prioritization needs to have a specific aim, therefore such a free translation as “拿掉了电脑的条条框框” is much better. This translation strategy aligns precisely with the promotional aim of highlighting the iPad’s revolutionary nature. With such a sentence, with translation not only pondering over iPad’s computational prospects, but also firmly emphasizing its departure from orthodox computer constraints, it strongly strikes a chord with Chinese consumers’ aspirations for innovative and simplistic merchandise. It is strongly compatible with Apple’s company image for pursuing innovation, simplicity, and improved consumer experience, successfully reaching out to consumers, stirring consumers’ interest, and driving consumers to an inquiry phase for iPad. Such a translation strategy on the basis of the Skopos Rule is one that effectively mediates product and target group, thus communicating an improved ad message. The same is true with the ensuing example.
根据 Skopos 规则，优先级需要有一个特定的目标， 因此像 “ 拿掉了电脑的条条框框 ” 这样的自由翻译 要好得多。 他的翻译策略与突出 iPad 革命性本质的促销目标完全一致。 这样一句话，翻译不仅思考了 iPad 的计算前景，而且坚定地强调了它摆脱了正统的计算机限制，它强烈地引起了中国消费者对创新和简单商品的渴望。它与 Apple 追求创新、简单和改善消费者体验的公司形象非常契合，成功接触消费者，激发消费者的兴趣，并推动消费者进入 iPad 的询价阶段。这种 基于 Skopos 规则的翻译策略可以有效地协调产品和目标群体，从而传达改进的广告信息。下面的例子也是如此。

Example 4 (Coherence Rule)
示例 4（ 一致性规则 ）

Source Text: Say hello to the future. (Apple)
源文本： 向未来问好 。（ 苹果 ）

Target Translation: Hello，未来。
Target Translation： 你好 ， 未来。

When introducing the iPhone X at the launch event, Apple used these words: “Our vision has always been to create an iPhone that is entirely screen. One so immersive the device itself disappears into the experience. And so intelligent it can respond to a tap, your voice, and even a glance. With iPhone X, that vision is now a reality. Say hello to the future”. This conveys that the iPhone X is not just a device, but a portal leading us into a future experience. The source text “Say hello to the future” expresses an anticipation and welcome for the future. English advertisements, regarding metaphorical devices, use concise, eloquent yet not-so-ordinary sayings. For instance, Apple iPhone 13 Pro advertisement “Hollywood in your pocket” metaphorically equates cell-phone to movie studio in pocket, instantly emphasizing its premium features like cinema.
在发布会上介绍 iPhone X 时，Apple 使用了这些词：“ 我们的愿景一直是创造一款完全屏幕化的 iPhone。一个如此身临其境的设备本身消失在体验中。它非常智能，可以响应轻按、您的声音，甚至一个眼神。有了 iPhone X，这一愿景现在已成为现实。向未来问好 ”。 这表明 iPhone X 不仅仅是一台设备，而是一个引导我们进入未来体验的门户。 源文本 “Say hello to the future” 表达了对未来的期待和欢迎。 关于隐喻手法的英文广告使用简洁、雄辩但不那么普通的谚语。例如，Apple iPhone 13 Pro 广告 “Hollywood in your pocket” 将手机等同于口袋里的电影制片厂，立即强调了其电影等高级功能。

English advertising often features concise and personified expressions to capture attention and evoke emotions, as seen in “Say hello to the future” where the future is treated as a person to greet. This kind of personification is a common rhetorical device in English advertising to make the message more vivid and engaging. In contrast, Chinese advertising may not always rely on personification as frequently as English advertising. Instead, it might use more concise language to convey the message clearly. For example, in Chinese, a direct address like “Hello，未来” can be more effective in creating an immediate connection with the audience. It also aligns with the Chinese aesthetic of simplicity and clarity in advertising.
英文广告通常以简洁和拟人化的表达方式来吸引注意力并唤起情感，如“Say hello to the future”，将未来视为一个可以问候的人。这种拟人化是英文广告中常见的修辞手法，使信息更加生动和引人入胜。相比之下，中国广告可能并不总是像英文广告那样频繁地依赖拟人化。相反，它可能会使用更简洁的语言来清楚地传达信息。例如，在中文中，像 “Hello，未来” 这样的直接地址可以更有效地与受众建立直接联系。它也符合中国广告中简洁明了的审美。

Translating it freely as “Hello，未来” not only retains the core meaning of the source text, that is, greeting the future, but also takes into account the cultural background of the target language and the acceptance of the audience, which is in line with Coherence Rule. In the Chinese context, the expression “Hello,未来” is more natural and easier to understand. It avoids the stiffness that a literal translation might bring, making the advertisement more in line with the cultural psychology and aesthetic habits of Chinese consumers.
将其自由翻译为 “Hello，未来 ”，不仅保留了原文的核心含义 ，即问候未来，还兼顾了目标语言的文化背景和受众的接受度，这与 Coherence R ule 是一致的 。在中文语境中，“Hello，未来 ” 这个表达更自然，也更容易理解。它避免了直译可能带来的僵硬，使广告更符合中国消费者的文化心理和审美习惯。

5.3 Amplification
5.3 放大

During the translating process, to meet the requirements in terms of grammar, meaning, rhetoric, and culture, we often need to appropriately adjust the vocabulary of the translation. This ensures that the translation can not only accurately reflect the content and style of the source text but also adapt to the expression habits of the target language. The amplification strategy is mainly applied in the following three situations: First, for semantic clarity, we need to supplement in the translation the words that are implicit but not explicitly expressed in the source text, so as to convey the meaning of the source text more accurately. Second, for syntactic integrity, we need to add in the translation the sentence elements omitted in the source text to ensure the completeness of the meaning of the translation. Finally, when the source text contains information about the national traditional culture or historical culture that readers of the target language may not be familiar with, the translation should add necessary background knowledge to help readers better understand the source text. In short, the application of the amplification is to make the translation more in line with the expression habits of the target language while maintaining the information of the source text^[25]. Through the following examples, we can see the effectiveness of the amplification strategy in advertisement translation.
在翻译过程中，为了满足语法、意义、修辞和文化等方面的要求，我们往往需要适当调整翻译的词汇。这保证了翻译既能准确反映源文本的内容和风格 ，又能适应目标语言的表达习惯。放大策略主要应用于以下三种情况：第一，为了语义清晰，我们需要在翻译中补充源文本中隐含但未明确表达的单词 ，以便更准确地传达源文本的含义 。其次，为了句法的完整性，我们需要在译文中加入源文中省略的句子元素 ，以确保译文含义的完整性。最后，当源文本包含目标语言的读者可能不熟悉的有关民族传统文化或历史文化的信息时，翻译应添加必要的背景知识，以帮助读者更好地理解源文本 。简而言之，放大的应用就是在保持源文本信息的同时，使翻译更符合目标语言的表达习惯 ^[25]。 通过下面的例子，我们可以看到放大策略在广告翻译中的有效性。

Example 5 (Skopos Rule and Coherence Rule)
示例 5（Skopos 规则和连贯规则）

Source Text: The Future of Possible. (DJI)
源文本：The Future of Possible。（大疆创新）

Target Translation: 未来无所不能。
Target Translation： 未来无所不能。

From the perspective of Skopos Rule, DJI aims to showcase its brand strength through advertising, conveying to target audiences such as photography enthusiasts and technology professionals the message that its products can break through limitations and help realize their dreams. This is intended to stimulate consumption and enhance brand influence. “The future is limitless” straightforwardly demonstrates the powerful attribute of the products, which can endow users with infinite possibilities. It precisely aligns with the brand’s publicity objectives, effectively promoting product sales and brand communication. When translating this example, it should be noted that English advertisements are usually concise and direct, presenting information in a straightforward manner. In contrast, Chinese advertisements often adopt an indirect and euphemistic style. “The Future of Possible” is a relatively simple and direct expression in English. When it is translated into “未来无所不能” , the double negative structure in Chinese makes it more in line with our language’s preference for euphemism and indirectness. This not only adapts to the Chinese people’s language habits, making the abstract concept easier to understand, but also reflects the challenges of reconciling the different advertising expression styles between English and Chinese during the translation process.
从 Skopos Rule，DJI 旨在通过广告展示其品牌实力，向摄影爱好者和技术专业人士等目标受众传达其产品可以突破限制并帮助实现梦想的信息。此举旨在刺激消费，提升品牌影响力。“未来无限”直截了当地展示了产品的强大属性，它可以赋予用户无限可能。它与品牌的宣传目标精确契合，有效促进产品销售和品牌传播。在翻译这个例子时，需要注意的是，英文广告通常简洁直接，以直截了当的方式呈现信息。相比之下，中国广告通常采用间接和委婉的风格。“The Future of Possible” 在英语中是一个相对简单直接的表达方式。当它被翻译成 “ 未来无所不能 ” 时 ，中文中的双重否定结构使其更符合我们语言对委婉和间接性的偏好。这不仅适应了中国人的语言习惯，使抽象的概念更容易理解，也反映了在翻译过程中调和中英文不同广告表达风格的挑战。

In terms of Coherence Rule, this translation conforms to the Chinese expression habit of being concise and powerful. The semantic meaning is clear, and the logic is coherent. The audience can understand its connotation without any obstacles. During the process of advertising promotion, it can efficiently convey the brand concept, making DJI’s brand image of being innovative, enterprising, and breaking through limits deeply rooted in people’s hearts. The next example also adopts the strategy of amplification.
就连贯性规则而言，这个翻译符合中国简洁有力的表达习惯。语义清晰，逻辑连贯。观众可以毫无障碍地理解它的内涵。在广告推广过程中，能够高效地传达品牌理念，使大疆创新、进取、突破界限的品牌形象深入人心。 下一个例子也采用了放大策略 。

Example 6 (Skopos Rule and Coherence Rule)
示例 6（Skopos 规则和连贯规则 ）

Source Text: Hi-fi, Hi-Fun, Hi-Fashion, only from Sony. (Sony)
来源文本：Hi-fi， Hi-Fun， Hi-Fashion， 仅来自索尼 。 （索尼 ）

Target Translation: 高保真、高享受、高时尚，只来自索尼。

The three words “Hi-fi”, “Hi-Fun” and “Hi-Fashion” in the example 6 are all composed of “Hi” and corresponding nouns. This word-formation method enhances the sense of rhythm and attractiveness of the language through alliteration in English. When translating, it is necessary to pay attention to the significant differences in rhetorical devices between English and Chinese. English uses alliteration to create pleasing sound patterns, while Chinese has its own unique way of emphasizing rhythm. In Chinese, directly replicating alliteration is often not feasible.
示例 6 中的 “Hi-fi”、“Hi-Fun” 和 “Hi-Fashion” 这三个词 都是由 “Hi” 和相应的名词组成的。这种构词方法通过英语中的头韵增强了语言的节奏感和吸引力 。在翻译时，需要注意英文和中文之间修辞手法的显著差异。英语使用头韵来创造令人愉悦的声音模式，而中文则有自己独特的强调节奏的方式。在中文中，直接复制头韵通常是不可行的。

From the perspective of Skopos Rule, Sony’s goal is to expand into the Chinese market, enabling Chinese consumers to deeply understand the outstanding characteristics of its products in terms of sound quality, entertainment experience, and sense of fashion, thereby stimulating consumption and enhancing brand influence. When translating, the addition of “只来自索尼” skillfully connects the product advantages with the brand, highlighting the uniqueness of the products, precisely targeting the consumption psychology of the target audience, and powerfully promoting product sales and brand communication, perfectly achieving the purpose of advertising promotion.
从 Skopos Rule 的角度来看，索尼的目标是拓展中国市场，让中国消费者深入了解其产品在音质、娱乐体验、时尚感等方面的突出特点，从而刺激消费，提升品牌影响力。在翻译时，加上“只来自索尼” 巧妙地将产品优势与品牌联系起来，突出产品的独特性，精准地针对目标受众的消费心理，有力地促进了产品销售和品牌传播，完美达到了广告推广的目的。

In terms of Coherence Rule, Chinese audiences prefer a language style that is rhythmical and smooth in expression. The translated version “高保真、高享受、高时尚，只来自索尼” uses a parallel sentence structure. The repetition of the character “高” strengthens the rhythm, and the semantic logic progresses layer by layer, which conforms to the Chinese expression habits. By adopting this parallelism and repetition, the translation overcomes the challenge of rhetorical differences, creating a similar rhythmic effect as the original English alliteration, ensuring that Chinese consumers can also appreciate the linguistic charm while grasping the product features. Consumers can easily understand the information conveyed by the advertisement, ensuring the high-efficiency and smoothness of advertising dissemination.
在连贯法则方面，中国观众更喜欢有节奏、表达流畅的语言风格。翻译版“高保真、高享受、高时尚，只来自索尼”使用了平行的句子结构。“高”字的重复加强了节奏，语义逻辑层层递进，符合中国人的表达习惯。 通过采用这种平行和重复，翻译克服了修辞差异的挑战，创造了与原英文头韵相似的节奏效果，确保中国消费者在领会产品特点的同时也能欣赏到语言的魅力。 消费者可以轻松理解广告传达的信息，确保广告传播的高效和顺畅。

5.4 Omission
5.4 遗漏

Omission is a translation strategy where the translator selectively deletes certain words, phrases, or sentences from the source text based on the expression habits of the target language, cultural background, or the needs of the discourse. The purpose is to make the translation more concise, natural, and fluent, while not compromising the core meaning and intent of the source text. Omission is not a simple deletion but an optimization of the original information, ensuring the completeness and accuracy of the translation^[26].
省略是一种翻译策略，译者根据目标语言的表达习惯、文化背景或话语的需要，选择性地从源文本中删除某些单词、短语或句子。目的是使翻译更加简洁、自然和流畅，同时不影响源文本的核心含义和意图。遗漏不是简单的删除，而是对原始信息的优化，确保翻译的完整性和准确性 ^[26]。

Take the following camera advertisement as an example. The English phrase “Easy to shoot. Easy to share. Share moments. Share life.” If translated literally into Chinese as “容易拍照，容易分享。分享时刻，分享生活”, it would sound monotonous and lack appeal. Such a translation would fail to capture the imagination of Chinese consumers, as it does not evoke the excitement and ease associated with using the product. However, the translated version that employs omission, “轻松拍照，轻松分享；精彩一刻，共享生活” is quite different. By omitting the repetitive words “easy” and “share,” the translation is presented in a more concise and rhythmic form. This version is not only more engaging but also aligns better with Chinese expression habits. When consumers see this advertisement, they immediately envision the ease and joy of capturing and sharing life’s precious moments with a camera. Refer to Example 7.
以以下相机广告为例。英文短语 “Easy to shoot.易于分享。分享时刻。分享生活。“ 如果直译成中文为 ” 容易拍照，容易分享。分享时刻，分享生活 “，听起来单调乏味，缺乏吸引力。这样的翻译将无法吸引中国消费者的想象力，因为它不会唤起与使用该产品相关的兴奋和轻松。然而，省略的翻译版本“ 轻松拍照，轻松分享;精彩一刻，共享生活 ” 却大不相同。通过省略重复的单词 “easy” 和 “share”， 翻译以更简洁和有节奏的形式呈现。这个版本不仅更吸引人，而且更符合中国人的表达习惯。当消费者看到这则广告时，他们会立即想象到用相机捕捉和分享生活中珍贵时刻的轻松和快乐 。请参阅示例 7。

Example 7 (Skopos Rule and Coherence Rule)
示例 7（Skopos 规则和连贯规则）

Source Text: Love at first, second, third, fourth, fifth, and sixth sight. (Apple)
源文本： 爱在第一、第二、第三、第四、第五和第六眼。（ 苹果 ）

Target Translation: 一见倾心，现有六次机会。

For the advertisement of Apple’s iPhone 11 series, “Love at first, second, third, fourth, fifth, and sixth sight,” its translation “一见倾心，现有六次机会” conforms to the Skopos Rule and Coherence Rule. From the perspective of Skopos Rule, Apple aims to promote the six colors of the iPhone 11 series to Chinese consumers, stimulate their purchasing desire, and increase sales volume and brand influence. “一见倾心” vividly conveys that each color is extremely attractive and can make consumers quickly develop a liking for it. “现有六次机会” concisely implies that there are six colors to choose from, directly serving the purpose of advertising promotion and effectively boosting product sales. English advertisements usually adopt a straightforward and repetitive style, simply listing details to emphasize key points. In this example, repetition is used to highlight the allure of six colors. In contrast, Chinese advertisements place a high value on extreme conciseness, and literal repetition would seem clumsy. The translation “一见倾心” precisely showcases the charm of the product with a concise idiom, while “现有六次机会” directly conveys the choice of six colors. This translation bridges the significant gap in advertising styles, balancing the simple enumeration in English with the Chinese preference for conciseness.
对于苹果 iPhone 11 系列的广告“爱在第一、第二、第三、第四、第五和第六眼 ”， 其翻译“一见倾心 ， 现有六次机会”符合斯科波斯规则和连贯规则。 从 Skopos Rule 的角度来看，苹果旨在向中国消费者推广 iPhone 11 系列的六种颜色，刺激他们的购买欲望，提高销量和品牌影响力。“一见倾心”生动地传达了每一种颜色都极具吸引力，能够使消费者迅速产生对它的喜爱。“现有六次机会”简洁地暗示了有六种颜色可供选择，直接服务于广告推广的目的，有效助推产品销售。 英文广告通常采用直截了当、重复的风格，简单地列出细节来强调重点。在此示例中，重复用于突出六种颜色的魅力。相比之下，中国广告非常重视极度简洁，字面上的重复似乎很笨拙。翻译 “ 一见倾心 ” 以简洁的成语精准展示了产品的魅力，而 “ 现有六次机会 ” 则直接传达了六种颜色的选择。这个翻译弥合了广告风格的巨大差距，平衡了英文的简单列举和中国人对简洁的偏好。

In terms of Coherence Rule, the Chinese expression habit is concise and clear. If the repeated expressions in the source text English were translated literally, it would seem cumbersome. The translations “一见倾心” and “现有六次机会” are concise and fluent, in line with the reading and expression habits of Chinese readers. At the same time, “一见倾心” is a well-known Chinese idiom, which has a similar cultural connotation and expressive effect to “Love at first sight”, making it easily acceptable and understandable to Chinese readers, and maintaining coherence in the cultural context as well. This successfully achieves effective communication with the target audience. The next example also employs the strategy of omission.
就连贯规则而言，中文的表达习惯简洁明了。如果源文本 English 中的重复表达按字面翻译，那似乎很麻烦。《一见倾心》和《现有六次机会》的翻译简洁流畅，符合中国读者的阅读和表达习惯。同时，“一见倾心”是众所周知的中国成语，与“一见倾心”具有相似的文化内涵和表现效果，使其易于被中国读者接受和理解，在文化语境中也保持了连贯性。这成功地实现了与目标受众的有效沟通。 下一个示例还采用了 omission 策略。

Example 8 (Coherence Rule)
示例 8（一致性规则）

Source Text: The computer is personal again. (Hewlett-Packard)
源文本： 计算机又是个人的。 （ 惠普 ）

Target Translation: 电脑，因你而变。

This advertisement marks HP’s shift in product strategy towards a more personalized and user-centric direction. In terms of the differences in advertising focus, the English advertisement “The computer is personal again” focuses on the intrinsic characteristics of the product, indicating that the computer has regained its personalized aspect. It aims to attract consumers through the novelty of its personalized functions. On the contrary, the Chinese translation “电脑，因你而变” shifts the focus to the interaction between the product and the user. This translation emphasizes that the changes of the computer are driven by the user, positioning consumers as the key factor. This transformation makes the product appear more personalized and attractive. The literal translation “电脑再次变得个人化” can convey the basic meaning, but it is a bit verbose and not concise enough. By omitting “again” and “personal”, and changing it to “电脑，因你而变”, not only does it make the advertisement more concise and clearer, but it also highlights the personalized connection between the computer and the user, which is more in line with the expression habits of Chinese advertisement.
该广告标志着 HP 的产品战略向更加个性化和以用户为中心的方向转变。 在广告侧重点的差异上 ，英文广告 “The computer is personal again” 侧重于产品的内在特性，表明计算机已经恢复了其个性化的一面。它旨在通过其个性化功能的新颖性来吸引消费者。相反，中文翻译 “ 电脑，因你而变 ” 将重点转移到产品与用户之间的交互上。这个翻译强调计算机的变化是由用户驱动的，将消费者定位为关键因素。这种转变使产品看起来更加个性化和有吸引力。直译 “ 电脑再次变得个人化 ” 可以传达基本含义，但有点冗长，不够简洁。通过省略 “ 再次 ” 和 “ 个人 ”，改为 “ 电脑，因你而变 ”，不仅使广告更加简洁清晰 ，还突出了电脑与用户之间的个性化连接，更符合中文广告的表达习惯。

This translation strategy avoids redundant information, emphasizes the core meaning, and at the same time makes the translation more natural, smoother and easier to understand, conforming to the reading habits and cognitive needs of Chinese readers, and reflecting Coherence Rule in advertising translation. Through omission, HP has successfully conveyed the core message of the advertisement to the target audience, enhancing its attractiveness and communication effect in the target language culture.
这种翻译策略避免了冗余信息，强调了核心含义，同时使翻译更加自然、流畅、更容易理解，符合中文读者的阅读习惯和认知需求，在广告翻译中体现出连贯规律。通过省略，惠普成功地将广告的核心信息传达给目标受众，增强了其在目标语言文化中的吸引力和传播效果。

5.5 Cultural adaptation
5.5 文化适应

Cultural adaptation, in the process of translation, focuses not only on the conversion of languages but also on the transmission and adaptation of cultural factors. It is committed to presenting the cultural connotations of the source language in a way that is acceptable to the target language culture, while preserving the cultural characteristics and functions of the original text. The core purpose of cultural adaptation is to promote cross-cultural communication, striving to achieve a similar effect of the translated text in the target culture as that of the source text. Cultural adaptation plays a crucial role in cross-cultural communication. It can not only eliminate language barriers but also contribute to the mutual understanding and integration among different cultures^[27].
文化适应，在翻译过程中，不仅关注语言的转换，还关注文化因素的传递和适应。它致力于以目标语言文化可接受的方式呈现源语言的文化内涵，同时保留原文的文化特征和功能。文化适应的核心目的是促进跨文化交流，力求达到译文在目标文化中与源文本相似的效果 。文化适应在跨文化交流中起着至关重要的作用。它不仅可以消除语言障碍，还可以促进不同文化之间的相互理解和融合 ^[27]。

In the field of technology product advertisements, the strategy of cultural adaptation is widely applied. Take, for example, the Chinese translation of the advertisement “A shared vision, seen in a whole new light” for Apple Watch Hermès series by Apple Inc., which is translated as “共同理念，展现全新风采”. This translation not only retains the expression of the shared vision and new perspective in the original advertisement but also enhances the cultural adaptability and attractiveness through the phrase “展现全新风采”. From this case, we can see that the strategy of cultural adaptation is of great importance and effectiveness in the technology product advertisement. It helps the advertisements break through cultural barriers and improves the communication effect and cultural influence of the brand in the target market. This translation strategy optimizes the language expression, enabling the advertisement to accurately convey the core meaning of the source text in the target language, while also conforming to the expression habits and being natural and smooth, thus achieving the purpose of translation. Look at Example 9.
在科技产品广告领域 ， 文化适应策略被广泛应用。以 Apple Inc. 为 Apple Watch Hermès 系列拍摄的广告“A shared vision， seen in a whole new light”为例，该广告被翻译为“ 共同理念，展现全新风采 ”。这个翻译不仅保留了原广告中共同愿景和新视角的表达，而且通过“ 展现全新风采 ”的短语增强了文化适应性和吸引力 。从这个案例中，我们可以看出， 文化适应策略在科技产品广告中具有重要性和有效性 。帮助广告突破文化壁垒，提高品牌在目标市场的传播效果和文化影响力。这种翻译策略优化了语言表达，使广告能够准确地传达目标语言中源文本的核心含义，同时也符合表达习惯，自然流畅，从而达到翻译的目的。 请看示例 9。

Example 9 (Skopos Rule)
示例 9 （Skopos Rule）

Source Text: Connecting People. (Nokia)
源文本： 连接人 。（诺基亚）

Target Translation: 科技以人为本。
Target Translation： 科技以人为本。

“Connecting People” is literally translated as “连接人们” which on the surface, emphasizes the function of the product in linking people together. However, when it is translated as “科技以人为本”, a significant Cultural Transition is evident. In Chinese culture, there is a strong emphasis on humanistic care and the dominant position of people, with a greater focus on how technology serves people. This translation combines the function of the product with the Chinese culture’s emphasis on people, and uses an expression that is more in line with the value expectations of Chinese consumers to achieve a cultural adaptation. In terms of advertising expression styles, English ads like “Connecting People” tend to be direct, highlighting the product’s function plainly. In contrast, Chinese advertising often integrates cultural values. “科技以人为本” not only conveys the product’s role but also echoes the concept of people-orientend in Chinese culture.
“连接人们”的字面意思是“ 连接人们 ”， 从表面上看，它强调了产品将人们联系在一起的功能。然而，当它被翻译成 “ 科技以人为本 ”时，一个重大的文化转变是显而易见的。在中国文化中，非常强调人文关怀和人的主导地位，更注重技术如何为人们服务。这种翻译将产品的功能与中国文化对人的强调相结合，并使用了更符合中国消费者价值期待的表达方式，实现了一种文化适应 。 在广告表达风格方面，像 “Connecting People” 这样的英文广告往往比较直接， 直截了当地突出了产品的功能。相比之下，中国广告往往融合了文化价值观。“ 科技以人为本 ” 不仅传达了产品的作用，也呼应了中国文化中以人为本的理念。

From the perspective of Skopos Theory, it mainly reflects Skopos Rule. Nokia translated this advertisement as “科技以人为本” with the aim of more effectively conveying the brand concept, shaping the brand image, and attracting Chinese consumers in the Chinese market. By highlighting that technology is centered around people, it caters to the characteristic of Chinese culture that values people, making it easier for Chinese consumers to resonate with and identify with the brand, thereby promoting product sales and achieving the purpose of advertising promotion. This is consistent with Skopos Theory, which states that the translation behavior is determined by the translation purpose. Similarly, the case to be elaborated next also employs this strategy.
从 Skopos Theory 的角度来看，它主要反映了 Skopos Rule。诺基亚将这则广告翻译为 “ 科技以人为本 ”，旨在更有效地传达品牌理念，塑造品牌形象，并在中国市场吸引中国消费者。通过强调技术以人为中心，迎合了中国文化重视人的特点，使中国消费者更容易与品牌产生共鸣和认同，从而促进产品销售，达到广告推广的目的。这与 Skopos Theory 一致，后者指出翻译行为由翻译目的决定。 同样，接下来要阐述的案例也采用了这种策略 。

Example 10 (Skopos Rule, Coherence Rule and Fidelity Rule)
示例 10（Skopos 规则、一致性规则和保真度规则）

Source Text: Your Next Computer is Not a Computer. (Apple)
源文本： 您的下一台计算机不是计算机 。 （苹果）

Target Translation: 你的下一台电脑，何必是电脑。

This is the iPad advertisement of Apple Inc.. The translation of Apple’s iPad advertisement, “Your Next Computer is Not a Computer,” as “你的下一台电脑，何必是电脑” for the Chinese market is a prime example of cultural adaptation. The source English advertisement uses a paradox to create suspense, claiming that “Your Next Computer is Not a computer”, which might make it difficult for consumers to understand. In contrast, the Chinese translation transforms it into an interrogative sentence “你的下一台电脑，何必是电脑”, which is the same as the way Chinese advertisements guide consumers’ thinking and arouse their interest by posing questions. In Western culture, the term “computer” typically refers to a personal computer. However, in the Chinese context, the concept of “电脑” is much broader, encompassing various devices such as personal computers and tablet computers. By adding the expression “何必是电脑” , the translation not only conveys the value proposition that the iPad Pro surpasses traditional computers but also emphasizes its versatility and portability.
这是 Apple Inc. 的 iPad 广告 。。 苹果的 iPad 广告“你的下一台电脑不是一台电脑”被翻译成 “你的下一台电脑，何必是电脑”，这是文化适应的一个典型例子。 源英文广告使用悖论制造悬念，声称 “Your Next Computer isNota computer”，这可能会让消费者难以理解。相比之下，中文翻译将其转化为疑问句 “ 你的下一台电脑，何必是电脑 ”，这与中文广告通过提问引导消费者思考并引起消费者兴趣的方式相同。 在西方文化中，“计算机”一词通常是指个人计算机。然而，在中国的语境中，“电脑”的概念要广泛得多，包括个人电脑和平板电脑等各种设备。通过添加“何必是电脑”一词，翻译不仅传达了 iPad Pro 超越传统计算机的价值主张，还强调了它的多功能性和便携性。

The core purpose of advertising translation is to attract consumers in the target market and convey the core value of the product. By translating “Your Next Computer is Not a Computer” as “你的下一台电脑，何必是电脑” Apple has successfully positioned the iPad Pro as a new type of computing device, rather than just a traditional computer. This translation not only retains the core meaning of the source text but also, through cultural adaptation, makes the advertisement more in line with the thinking patterns and expression habits of Chinese consumers.
广告翻译的核心目的是吸引目标市场的消费者，传达产品的核心价值。通过将 “Your next computer is not a computer” 翻译为 “你的下一台电脑，何必是电脑” Apple 成功地将 iPad Pro 定位为一种新型的计算设备，而不仅仅是一台传统的计算机。这种翻译不仅保留了原文的核心含义 ，而且通过文化适应，使广告更符合中国消费者的思维模式和表达习惯。

Moreover, translating the negative part of the sentence “is not a computer” in the advertisement into Chinese as “何必是电脑” not only conforms to Chinese expression convention, but also adds a casual and provocative tone to the advertisement. It is this emotional shift that makes this advertisement more captivating and interesting, and also serves to promote its goal to drive consumer interest and get them to question what a “computer” truly is.
此外，将 广告中「is not a computer」 这句话的反部分翻译成中文为 「 何必是电脑 」，不仅符合中文的表达惯例，也为广告增添了随意和挑衅的语气 。 正是这种情感转变使这个广告更加迷人和有趣，也有助于促进其目标，即激发消费者的兴趣并让他们质疑“ 计算机 ” 的真正含义。

Conclusion
结论

Based on Skopos Theory, this study discusses in a systematic way the E-C translation strategies for Apple’s technology product advertisements. This study reveals literally how the three rules of Skopos Theory are employed in translating advertisements and how strategies are made to have an effect and serve a purpose in terms of target audience’s cultural background and linguistic trends. This study calls for consistency with the fundamental message and appeal of the advertisement in localizing and making them attractive to Chinese consumers.
本研究基于 Skopos 理论，系统地讨论了苹果科技产品广告的 E-C 翻译策略 。本研究从字面上揭示了 Skopos 理论的三条规则如何用于翻译广告 ，以及如何根据目标受众的文化背景和语言趋势制定策略来产生效果并达到目的 。本研究要求与广告的基本信息和吸引力保持一致 ，使其本地化并使其对中国消费者具有吸引力。

Despite this, this study is cognizant of certain limitations. It mainly stays within Apple’s advertisement, with less consideration of other technology brands. This restricts how applicable conclusions may be to other technology companies. It is also text-based to a large extent and has little empirical research on how truly target audiences respond. Future research must move past these limitations by expanding its scope by considering other top technology companies such as Huawei, Samsung, and Microsoft. The comparative research would further determine how Skopos Theory’s relevance cuts across cultures. In addition, empirical tools such as questionnaires and interviews would affirm how effectively such translation strategies apply to real-life scenarios. A blend of translation studies and marketing and psychology can also further investigate how translation addresses global advertising. Future research must consider such inter-disciplinary study correlations when investigating advertising translation’s overall impact on consumers’ shopping habits and brands’ image.
尽管如此，本研究还是认识到了某些局限性。 它主要停留在 Apple 的广告营销中 ，较少考虑其他科技品牌 。这限制了结论对其他科技公司的适用程度 。 它也在很大程度上是基于文本的，并且对真正的目标受众如何反应几乎没有实证研究。未来的研究必须通过考虑华为、三星和 Microsoft 等其他顶级科技公司来扩大其范围，从而超越这些限制 。比较研究将进一步确定 Skopos 理论的相关性如何跨越文化。此外，问卷调查和访谈等实证工具将肯定此类翻译策略如何有效地应用于现实生活场景。翻译研究与市场营销和心理学的结合也可以进一步研究翻译如何解决全球广告问题。未来的研究在调查广告翻译对消费者购物习惯和品牌形象的整体影响时，必须考虑这种跨学科研究的相关性。

Finally, this research is a detailed study on how Skopos Theory is utilized to guide the E-C translation of Apple’s advertisements. It has demonstrated how it is crucial to adhere to the Skopos Rule, Coherence Rule, and Fidelity Rule in order to achieve effective communication. Meanwhile, the study highlights the necessity of flexibly choosing appropriate translation strategies to ensure that the advertisements resonate with the target audience. While this research offers valuable insights into the translation strategies employed in advertising, it also identifies areas for further exploration to enhance the understanding and application of these strategies in the advertising industry.
最后，这项研究是对如何利用 Skopos 理论来指导 Apple 广告的 EC 翻译的详细研究 。它证明了遵守 Skopos 规则、连贯规则和保真度规则对于实现有效沟通是多么重要。 同时 ， 该研究强调了灵活选择适当翻译策略的必要性，以确保广告与目标受众产生共鸣。虽然这项研究为广告中采用的翻译策略提供了有价值的见解，但它也确定了需要进一步探索的领域，以加强对这些策略在广告行业中的理解和应用。

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Acknowledgements
鸣谢 s

I am filled with tremendous appreciation as I complete this thesis in honor of all individuals whose efforts culminated in its development.
当我完成这篇论文时，我充满了极大的感激之情，以纪念所有为它的发展而付出努力的人。

Above all, I am indebted to my thesis supervisor, Assoc. Prof. He Xigeng. In choosing to concentrate on the thesis topic, his patience was inexhaustible. The initial topic was much too wide and open-ended to concentrate on, but by his painstaking guidance, I was eventually able to narrow it down to a manageable topic that was also within my scope of research. In writing, he was painstaking in detail in pointing out my format errors. From misplaced punctuation to misapplication of citation styles, he meticulously pointed out every single error and provided clear instruction on how every single one was to be corrected. His dedication to academic excellence and presentation in my research has been awe-inspiring at every step.
最重要的是，我要感谢我的论文导师何喜庚副教授。在选择专注于论文主题时，他的耐心是取之不尽的。最初的主题太宽泛和开放，无法集中精力，但通过他艰苦的指导，我最终能够将其缩小到一个易于管理的主题，这也是我的研究范围之内的。在写作中，他煞费苦心地详细指出了我的格式错误。从错位的标点符号到引用样式的误用，他一丝不苟地指出每一个错误，并就如何纠正每一个错误提供了明确的指导。他对学术卓越和在我的研究中的表现的奉献精神在每一步都令人敬畏。

I am also greatly thankful to my thesis class teacher, Ms. Hong Lijing, for introducing us to thesis writing norms. Even though there were few classes, every lesson was full of her wealth of information and meticulous instruction. She provided tips on choosing a topic, including how to search for researchable topics and create several lines of thought. She also provided very helpful tips on how to search for authoritative sources to reference, an aspect that was very vital in laying a solid academic foundation for my thesis.
我也非常感谢我的论文班老师洪丽静老师，她向我们介绍了论文写作规范。尽管课程很少，但每节课都充满了她丰富的信息和细致的指导。她提供了选择主题的提示，包括如何搜索可研究的主题并创建多条思路。她还提供了有关如何搜索权威来源以供参考的非常有用的提示，这对于为我的论文奠定坚实的学术基础非常重要。

Lastly, I am also very appreciative of my two flatmates within the same group. They were always at my back during this thesis-writing process, reminding me at times when I forgot schedules of group meetings so that I would not miss out on key discussions. Whenever doubts arose in my mind as to how to proceed and when I was getting confused over research riddles, they heartily kept open minds and hearts and shared openly without reservation their thoughts and field of specialization. Their collaboration and cooperation have not only lessened the load but also made this academic process a more enjoyable and rewarding one.
最后，我也非常感谢我在同一小组中的两个室友。在论文写作过程中，他们总是在我身后，在我忘记小组会议的时间表时提醒我，这样我就不会错过关键的讨论。每当我心中对如何进行感到疑惑，当我对研究之谜感到困惑时，他们都衷心地保持开放的思想和心灵，毫无保留地公开分享他们的想法和专业领域。他们的协作和合作不仅减轻了负担，而且使这个学术过程更加愉快和有益。