Skopostheory is the most important theory in the functional school of translations studies. It holds that translation is an intentional cross-cultural communication.

目的论是德国功能派翻译理论中最重要的理论，它认为翻译的实质是有目的的跨文化交际活动。

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David Aaker, a marketing professor at the Haas School of Business, defines a value proposition as having three parts: functional benefits, emotional benefits and self-expressive benefits.

FORBES: Getting Your 'Why Us' Story Straight