摘 要随着世界经济的发展和中国经济的腾飞，广告翻译在国际贸易交流中发挥越来越重要的作用。然而传统翻译理论与一些当代广告翻译实践存在矛盾，现实呼唤新的理论指导。本文从一个新的视角--功能派翻译理论出发探讨广告翻译，在描述性翻译研究框架内应用功能派翻译理论，采用描述和比较的研究模式对广告语料进行分析，寻求广告翻译活动是如何在国际大环境下、不同文化中进行的，从而考察译者角色、源语文本作用、翻译标准，并在此基础上探讨出以目的语及其文化为导向的基本翻译策略。本文研究旨在提高我国在国际交流中广告翻译的质量，同时也丰富了翻译理论。24666
毕业论文关键词：功能派理论; 广告; 广告翻译; 翻译策略
Abstract
With the rapid development of international business and China’s economy, it is known that advertising translation is becoming increasingly important in international communication. Although the persified translation theory has been developing, the discrepancy between theory and practice still exits. So the new translation theories are needed. This thesis discusses the advertising translation from the perspective of functionalist approaches. In the light of functionalist theory, this thesis analyses the advertising corpus from the descriptive and comparative research patterns. It tries to find out how advertising translation is reached in the international environment and different culture, thus investigating the role of translator, the function of source text and translation criterion. Through analysis, here comes the conclusion that the advertising material is to be functionally translated and the target-language-culture oriented strategy should be fully applied in ad translation practice. This thesis attempts to illustrate how functionalist theory effectively guides advertising translation and enriches itself during such an application process.
  
Key words: functionalist approach; advertising; advertising translation; translation strategy
 Contents
摘 要    i
Abstract    ii
I. Introduction    1
II. Functionalist Approach to Translation    2
2.1 Background of the Theory    2
2.2 The Development of the Theory    3
2.3 Enlightenment of the Theory on Ad Translation    3
III. Functionalist Approaches to Advertising Translation    5
3.1 Analysis of Advertising    5
3.2 Functionalist Theory to the Translation of Brand Name    6
3.3 Functionalist Theory to the Translation of Slogans    8
3.4 Functionalist Theory to the Translation of Advertising Texts    10
IV. Advertising Translation Strategies in Functionalist Theory    12
4.1 Literal Translation    12
4.2 Free Translation    12
V. Conclusion    15
Bibliography    17
Acknowledgements    18
Analysis on Advertising Translation from the Perspective of Functionalist Approaches

I. Introduction 
   
Advertising is all around us in our everyday life in modern society. It is no exaggeration that there are few places in the pubic that are not permeated with advertisements. Advertisements, the embodiment of commerce, are an essential part of our life, and advertising is playing an infinitely profound role in promoting the development of national economy and flourishing market.
Nowadays, with the rapid development of Chinese economy and the enforcement of the policy of “Reform and Opening”, as well as China’s entry into WTO, more and more Chinese products are exported to foreign countries, and in the meantime, countless foreign commodities and services are flooding into Chinese market. Correspondingly, the role of advertising, is becoming more and more important, and the competition in advertising is tough. The intensification of international exchanges and the heated competition involving a growing need for advertising translation is getting more and more substantial. The role of advertising translation in international marketing is indispensable. 广告语翻译的功能理论视角研究:http://www.751com.cn/yingyu/lunwen_18267.html