Research on Translation Strategies of Environmental Public Service Advertisements under the Guidance of the Three Rules of Skopos Theory

Abstract

In recent years, various environmental problems have intensified around the world, threatening the living environment
of mankind. It has become an urgent problem to advocate the concept of environmental protection and enhance human awareness of
environmental protection. As an important means of mass communication, advertising plays an extremely important role in promoting
environmental protection. The translation of environmental public service advertisements, an important window to publicize environmental
protection to foreigners, plays an increasingly obvious role in promoting social harmony and shaping international image. Therefore,
accurate translation of environmental public service advertisements to help solve social problems and improve international environmental
awareness has become a key research direction. Nowadays, advertising communication has been transformed from “commodity-centered” to
“audience-centered”, but the translation of public service advertisements in China is not mature enough in this process, and there is room for
further discussion and improvement in the academic research on it. Therefore, under the guidance of Skopos Theory, this paper discusses the
translation strategies of environmental public service advertisements, which plays an important role in improving the translation quality